Gigwell vs Rellay: Less Booking Admin, More Time for Artists

Your booking software. Your AI partner.

Think of the conversational power of Claude or ChatGPT, the CRM role of HubSpot and the booking back office of Gigwell, brought together in one system. Now give that system your agency's history, specialise it for booking work and adapt it to your processes. That's the idea behind Rellay.

Think of the tools you know, brought together for booking.

Email

Calendars

CRM

Booking back office

Conversational AI

A complete booking suite.
Built around your agency.

Native AI across the booking dayReads your emails. Updates your deals. Prepares the next action.

• Sales & CRMContacts, offers, pipeline
• Inbox & emailRead, edit, reply, send
• Calendars & artistsShared, current information
• ContractingTemplates and signatures
• InvoicingBilling and payment records
• Advancing & travelThe details behind the show
• SettlementArtist and agency accounts
• Tasks & follow-upOwners, next steps, context

Your agency's history + live booking recordsOne shared source of context for your team and its AI.

Your processes shape the system.

End-to-end customisation, with an AI partner to develop your agency's next use case.

The logos illustrate familiar software roles. Rellay combines those jobs in its own booking system.

Your agency shouldn't have to bend around the software. The software should fit your agency. How an offer moves through approval, who takes over advancing, which billing entity issues the invoice and what an artist receives at settlement are part of how you operate, not incidental preferences.

We customise Rellay end to end around those processes. And when you have a specific AI use case, we work with you to develop it. That might mean a particular artist-report format or a new way to prepare the handover from booker to operations. We agree the scope and priorities with you, then build around the job your team needs done.

Gigwell also offers configurable fields, templates and presets. With Rellay, you also work with a partner to develop the AI use cases your agency needs next.

Let the email update the booking

A booking conversation keeps moving after the initial offer. A promoter asks about a date, sends an offer, changes a condition and comes back with the billing details. Your agent needs to judge the offer. They shouldn't also have to copy every useful line into another screen.

Rellay reads incoming booking emails and extracts the details into deals. When a reply arrives on a linked thread, it can update the existing record. The conversation remains connected to the booking, where a colleague can find it.

Work from your connected Gmail or Outlook inbox directly inside Rellay. Read the conversation, write or edit the reply and send it without switching back to your mail app. Calendars and artist information are synchronised in the agency system, so colleagues work from shared, current records with access appropriate to their roles.

The useful change is where the agent's attention goes. They can check the revised fee against the artist's expectations and the route, instead of starting by entering the fee again. A proposal appearing in a deal record is not an acceptance on the artist's behalf.

Rellay and Gigwell both offer booking-request forms and Gmail integration. Gigwell's forms collect structured requests. Rellay adds another route: its AI turns the details of an ongoing email exchange into booking data, then keeps the deal up to date as linked replies arrive. The promoter doesn't need to fill in a new form every time the conversation moves on.

If repeated entry is still part of your agents' day, start your comparison there.

Put AI to work on the contract and the handover

The inbox is the entry point, not the whole product. Once the terms are agreed, the same system carries the booking into contracting, advancing, travel, invoicing and settlement. Its AI can use the records and documents to prepare the work without making the booker explain the show again.

Here is an illustrative contract workflow, using Rellay's supported capabilities:

1. 1
   The promoter replies. The email revises the fee and names a different company to invoice.
2. 2
   Rellay updates the linked deal. It extracts the new booking details. The original conversation stays available to the team.
3. 3
   The agent decides the terms. Check the offer, billing party and expenses. Confirm what the agency is prepared to agree.
4. 4
   Rellay prepares the paperwork. Ask for a contract using the agreed deal and your agency's template, plus a draft reply. Review the clauses, amounts, recipient and wording before sending.
5. 5
   The next person picks up the booking. The deal, linked conversation, document and recorded activity remain together. Assign the advancing or follow-up work to the relevant colleague.

An incoming email doesn't automatically amend a signed contract. The value is in keeping the information, preparation and decisions connected while people remain responsible for the agreement.

Gigwell also reuses booking data in documents through Dynamic Phrases. It can automatically create assigned tasks with due dates through presets. Rellay adds an integrated AI agent that can use the booking context to prepare the work you request.

For an agency owner, this matters most at the handover. The assistant shouldn't need the booker to retell the negotiation before preparing the contract. Operations needs the agreed travel arrangements. Finance needs the right billing entity and amounts. Rellay gives them a shared system for those jobs, with roles and workflows adapted to the agency.

Use your booking history to prepare the next approach

An artist has a show booked abroad and a gap in the schedule. Before approaching promoters in nearby cities, the agent needs to know who the agency has worked with there, where the artist has played and which conversations are still active.

Rellay's AI can analyse the historical and active records available in the agency system. An illustrative request might be:

Find this artist's previous bookings in the surrounding cities. Show the promoters and recorded terms, keep pending offers separate, and help me prepare a personal follow-up to the relevant contacts.

The agent chooses whom to approach, checks the route and decides what to offer. Rellay helps assemble the history and prepare a message that gives the promoter a reason to reply. Review it, send it from your connected inbox and assign the next follow-up. Your team keeps the context for the next conversation.

The same context can support a tailored artist report: previous shows, current offers and the territories the agent wants to discuss next. Your agency's accumulated records become material for the next conversation, not just an archive of completed bookings.

Tour IQ supports venue and buyer discovery and can show past booking and ticket data through Ticket Counts Pro. Rellay's AI analyses the historical and active agency records available in its own system.

Where we're taking booking AI next

Today, Rellay reads booking emails, maintains deals and helps agents prepare work from their agency's records. We're building on that foundation in two directions. Both are in development, not available features today.

Bring AI into

A promoter asks about an artist's availability on WhatsApp. The negotiation moves there before the formal offer reaches email. We're working to make Rellay's AI available in WhatsApp, bringing assistance closer to the conversations bookers and promoters already have. The aim is to support that personal exchange, not force it into a different channel.

Build outbound for booking agencies

Think of a lemlist-style outreach engine built for booking: automated, personalised sequences shaped around artists, promoters and the agency's own processes. That's what we're developing for sales and marketing.

The goal is to help agents approach relevant buyers and follow up consistently, creating more opportunities to fill dates. Rellay can help prepare an individual message from your booking history today. Automated sequences are what we're building next.

Give the team more room to book

Choose Rellay for the complete booking suite, the AI working inside it and the partnership that makes it fit your agency. Less manual entry is the starting point. The bigger opportunity is to give agents more room to negotiate, develop artists and build the next run of shows.

Bring a booking your team knows well, and the part of your process that off-the-shelf software never quite gets right. Let's look at how Rellay can handle both.

See Rellay on a booking like yours