From Flyers to Five Shows a Week: Caroline Romanelli on Building Embrace DIY and Creating a Community Through Music
What started with hanging out flyers and working the doors at shows eventually turned into booking multiple shows a week and creating Embrace DIY. Caroline Romanelli’s path into the music industry wasn't traditional. After struggling to find a job in the industry, she started networking, working events, and eventually took advice to manage a band and connect with venues.
From there, Caroline built a name for herself in the New Jersey DIY music scene. Now, 11 years into Embrace DIY, she continues to create opportunities for musicians as the director of Arts & Events at the Madison Community Arts Center. We sat down with Caroline to talk about getting started, booking shows, and what artists can do to get involved in the scene.
JC: Hi Caroline!
CR: Hi, thanks so much for having me!
JC: How did your involvement in the music scene begin?
CR: I tried getting a job in the music industry but found it to be really difficult unless you knew someone, so I joined the street team of CEG (Creative Entertainment Group) and handed out flyers before or after events in NYC. I also linked up with Gravity Given Productions, who were based in Philly, and worked the door for their events at Dockside Bar at Dave & Buster’s. I worked the door for a Seafood and Reggae Fest that CEG put on and asked them for some advice on how to get into the industry. They told me to manage a band from my hometown and make connections with venues. So that’s what I did. I booked them a gig at The Saint in Asbury Park (RIP) and Scarlet Pub in New Brunswick. My friend went to Rutgers and knew the owner was looking for a new promoter to host open mics every Wednesday and book shows every Sunday. The rest is history. I met so many amazing musicians, went to tons of basement shows, discovered so many incredible bands, and learned how to set up a PA and run sound for all of my shows. I was so lucky to end up in New Brunswick of all places and create a name for myself as Embrace DIY Productions.
JC: What are the most valuable connections that you have made in the music industry?
CR: The thousands of bands and musicians I’ve met and had the pleasure of working with over the past 11 years, and all of those that I’ve met or worked with along the way, including photographers, videographers, journalists, venues, sound engineers, managers, and the friends I’ve made at shows.
JC: What are your top 3 favorite events that you have coordinated?
CR: This is a tough question because I’ve enjoyed them all. The fundraisers that I used to plan and run with a small team in New Brunswick were so much fun. The Halloween cover shows were always a blast too. In March 2018, I booked ManDancing, Fire is Motion, and Use Big Words, and that show was sick - YouTube video to prove it. Last year’s 10 years of Embrace DIY was also a very special show.
JC: How do you approach promotion for your events? Has this changed over time?
CR: It has definitely changed a bit. In New Brunswick, I used to make flyers by hand and post them around. I also actively went to shows, which I barely have time for anymore. Facebook events were also a thing. Now I mostly share the flyers on social media and during other events like my monthly open mic. I also promote them in my Substack newsletter. I always encourage bands to help promote too!
JC: What are some crucial steps that you take leading up to events in order to make sure that everything runs smoothly?
CR: I send out an email with all of the details, but I also create a group chat with the bands on IG so they can talk about sharing backline. I remind them about the load-in time. It helps to have a reliable sound engineer too – shout out to Andre!
JC: What advice would you give to artists that may be hesitant to step into the spotlight?
CR: As someone who does not like being in the spotlight, I can say it gets easier with time. I always suggest that new artists go to open mics, try out their songs in front of people, hear how you sound on a PA system, and network with other musicians. That’s the best way to get started. Go to shows, support other artists, and it will take you far.
JC: Are you currently working on any long-term projects within “Embrace DIY?”
CR: No, not currently. Since I’ve accepted a full-time job as the Director of Arts & Events at the Madison Community Arts Center, my time has been consumed by all of the events we hold there. I organize the monthly Come Original Showcases and host the monthly music open mic (every 2nd Wednesday) at the Arts Center (since 2022). I also organize a monthly show at The Asbury Hotel, 4th Fridays Unplugged. I’m always open to collaborating on fundraisers or bigger events if the right team comes along!
JC: What would you say is your biggest accomplishment within the music industry thus far?
CR: Creating something from nothing and the amount of growth I had in just a few years. When I was in New Brunswick, I started out doing two events a week at Scarlet Pub. That quickly turned into adding more venues around NB that wanted me to organize and produce shows at their establishments. I did Thursdays at Barca City, shows outside in the summer at Evelyn’s Restaurant, mics and shows at Olive Branch, open jams at Tavern on George, more shows, and a New Year's Eve show at Redd’s Biergarten. I was doing five shows a week at one point. I even had the opportunity to work with the city to put on bigger events for the community. I felt really accomplished there until the pandemic put everything to a halt. I got a job at House Of Independents in 2021, a 500-capacity music venue in Asbury Park, which I absolutely loved. From these experiences, I was able to get a part-time job at the Madison Community Arts Center in 2022, which eventually turned into a full-time Director position where I still produce open mics and shows, but also so much more. I feel really lucky to be in this position and to have a place to call home after running around with my equipment for so long.
What advice would you give to artists that are trying to stay consistent and involved in the music industry?
CR: You said it, be consistent! Show up on time to gigs, be clear and communicative through emails, promote your shows, and support other artists. Go to shows, talk to people, spread flyers, buy merch. Be a part of the scene, and it will be kind to you. Also, I hate to say it, but the more visibility you have online, the better.
JC: One common problem artists have is booking gigs. What are your top five tips for artists trying to book a show?
CR: 1. Show up to shows at the venues you are trying to book. I am more inclined to book a band or artist who comes to a show and supports other bands and artists. This is a good look.
2. When you get the gig, show up at the load-in time given. If you are running late, let them know. I have had a band show up right before their set, and even though I really liked the band, I will likely never book them again for that reason.
3. Go to open mics and ask the people you meet there where they gig.
4. Send out emails and follow up! Always provide a link to your music. I still get emails from new bands who fail to provide music links.
5. Having a strong online presence helps. Promoters want to see that you will help promote the show.
JC: How do you approach booking for DIY shows? CR: I usually have a good idea of the bands I want to book. Sometimes the lineup I have in mind doesn’t always work out, so I’ll pivot to a new lineup and go from there. I have a planner where I’ll write down the bands I’m interested in booking or the bands who have emailed me for a show and see how they fit into the dates I have. I try to link bands together who might maximize draw if they’re on a show together. I tend to favor a more diverse lineup too.
LONG STORY SHORT: Caroline’s journey through the DIY music scene is a reminder that building a career in music can start with something as simple as showing up.
Over 11 years of flyers, working the door, and asking questions eventually led to what we know as Embrace DIY.
Keep Up with Caroline and Embrace DIY
