I've booked venues and "done it myself" for bands and performers I've thought were good. In each case I've taken the risk personally. Of the half dozen times I've done it, I've made a profit once, broken even twice and lost money three times. I haven't risked anything I couldn't afford, and even when I've lost money, it's been worth it to give the artistes a bit more exposure.... But then I do it for pleasure, not to make a living!!