The Price of the Performance

Most musicians guess their rates. And most of them guess too low.

The Price of the Performance is a no-fluff, step-by-step guide for independent musicians who are ready to stop undercharging and start commanding what they’re actually worth. This book doesn’t just teach you how to “raise your price”—it shows you how to communicate value, handle objections, and close higher-paying gigs with confidence.

In today’s saturated gig economy, your price is your signal. Clients, buyers, and booking agents don’t just evaluate your talent—they evaluate your professionalism, your offer, and the confidence behind your number. This book helps you shape that number intentionally.

What you’ll learn inside:

How to stop guessing and start using strategic pricing models for bar, wedding, festival, and corporate gigs

What buyers really want to hear (and what instantly triggers the “amateur” label)

Why your gear matters more than you think—and how to frame it as a value-add

Scripts and phrasing that take the pressure out of price conversations

How to handle lowball offers without folding—or burning the relationship

What goes into a Value-Packed EPK that justifies your price before you even speak

How to turn your band into a premium package offer, not just a musical act

The psychology of pricing (and how human bias works in your favor when you present right)

Whether you're new to performing or you’ve been playing for years without a clear pricing system, this book will give you a solid framework you can apply to every gig. No guesswork. No undercutting. No “exposure” gigs that drain your soul.

You’ll learn how to price your show like a business—because your music is a business.

Written by Gordon J. Pettipas, a veteran touring musician and performance strategist, The Price of the Performance is built on real-world experience booking shows across multiple markets and event types. Every chapter is designed to build your confidence, sharpen your pitch, and protect the value of your time, talent, and team.

Stop negotiating from your heels. Start setting your price with purpose.
This book will show you how.