Gas is $4/Gallon - Should You Add a Fuel Surcharge for Gigs?

Another comment to my Top 10 Ways to Get More Money from a Gig post...

"Do you think musicians (especially touring acts) should adjust their asking price due to the huge increase in gas prices?"

My response...

Everybody else is.  UPS has an extra charge for every package they deliver.  USPS just increased postage rates.  American Airlines now charges $15 for the first piece of checked baggage and $25 for each additional piece of checked baggage.  I could go on and on...

Chances are that other bands on the road are increasing prices, so you probably wouldn't be the first to do it.  But even if you were, it's still the perfect excuse for a price increase.  You've got a "reason why" which almost everybody can relate to.

But, like a duet with Justin Timberlake, just because everybody else is doing it and you could probably get away with it, doesn't mean you should.

I believe is doing anything that you can do separate yourself from the next guy.  The fact that club owners are now paying more for talent (and probably other things, such as beer and food) will help you stand out when you approach them with a "fuel prices are going up, but we've decided to keep our prices the same as last year" pitch.

People like bargains and you'll be giving one without making yourself come off as cheap.  You'll also be doing the guy a solid, which will likely come back to help you in the future, when you need him to come through for you.

With that said, if you're playing a new place, go ahead and raise your prices a bit.  You should always be in the process of raising your prices!

But now is a better time than most.  Why?  Everybody else is raising prices, so it's likely that you'll still come off like a bargain.  Don't mention a "fuel surcharge" though.  Club bookers feel the same way about it as you do-- they hate to have somebody "nickel and dime" them.  Just because you can get away with it, doesn't mean you can forget good marketing and the fact that the guy needs to feel like he's getting his money's worth. 

And speaking of good marketing... The "fuel surcharge" (or in your case, lack thereof) is something you might want to mention in negotiation.  And on the invoice, cross out the price and note it as "FREE."  Like I said, you want the guy to feel like he's getting a bargain, even if he's paying you just as much because you raised your talent fee.

Thoughts?  Please hit the "comments" link and and share them with other MusicMarketing.com readers.

Comments

[Matt @ Kurb]

I agree with you but I also believe that fuel prices are contributing to the conversation on the growing value of digital products and services.

cheers