What I love about Austin is how rich our music scene is. Although it’s easy to forget that concert booking exists outside of C3 and Transmission Entertainment, that’s surely the case nonetheless. Our scene is home to a multitude of excellent small booking and production companies that consistently put on some of the best shows in Austin.
I was 15 when I met James Taylor at Clementine Coffee, now Thunderbird Manor. Our friendship began over a discussion of pomegranate Italian sodas. At the time, he was already two years into his booking career and many years into his music career.
A member of much-loved Austin punk band Consider the Source (RIP), Taylor channeled his lifelong passion for music into a booking company in 2006. Giant Steps Productions was born with “Sweatfest 2006,” a small festival at Snake Eyes Vinyl, and after a string of shows during South by Southwest 2007 the company took off.
“It was a great time to begin booking shows,” said Taylor. “Seventh and Red River began taking off, and all the sudden there were all these rooms to book, open dates on the calendar. When Red 7 opened up, I began a weekly residency.”
Taylor’s hard work paid off: his shows got larger and opportunities greater. In April 2011, he began working with bands on national tours. He’s since booked many successful treks and currently works with local buzz bands including Wild Child, Little Lo, Eagle Claw, Guns of Navarone, Milk Thistle, East Cameron Folkcore, and Stampede.
That’s a lot to handle for a company made up of one person and a few interns.
“I don’t know any other way,” he explains. “I’m sure I annoy my friends with incessant Facebook posts about shows and constant promotion, but I’ve always believed that if you like something, you should share it. Booking lineups for shows is like making an awesome mix tape for everyone.
“The economy is different for shows now,” Taylor continues. “People used to go to a show, not balk at cover, and be excited to see three local bands. I understand that in 2005 we had deeper pockets, but a $5 cover is just like buying a drink with a tip.”
Funny how a difficult economy becomes a proving ground for someone like James Taylor.
“Giant Steps isn’t about D.I.Y.,” says Taylor. “We’re about D.I.T. – Do It Together.”
This article appears in February 10 • 2012.