How to get big is always something on the mind of musicians. Asking yourself, “how do I promote my band” or “how do I promote my latest musical project” is one of the most challenging and perplexing things about playing live music.
When showtime comes around, all musicians will approach it the same way: this is OUR moment. “WE finally are getting to play this awesome venue!”, “WE need to get paid for this gig”, “Now we can sell OUR new CD.”
The default mindset is self-centered. The focus is on US or WE our OUR. For a moment, consider what a show would be like if a band considered the audience, and I don’t mean acknowledging them with stage banter or instruction to buy the new CD.
Consider for a moment why someone might come out to see a live show at all. They’re looking for somehting they can’t get on Spotify or on YouTube. They came to be entertained, they came for an experience.
Each time a band starts thinking about a gig in a self centered way, the audience – the people who make bands big and spread the word of how great their new album is for them – is not getting what they want.
This post is to propose the idea of really making live shows something for fans in a really meaningful and lasting way. I’m sure that a focus towards the fans and away from the activity of the band. Less US more THEM.
It’s Not About You – It’s About Them
Perhaps the most common, if not the most common problem among musicians and bands is the problem of getting a crowd to a show, keeping that crowd and growing the audience. All acts want the fame and hordes of fans. The reason why this might not be happening could be two-fold in different capacity:
1. You’re playing for the wrong people and/or
2. You’re too focused on you (the band collective) and not focused on the audience.
Usually this problem is about 30/70. We’ve all seen those bands who will either walk onto the playing area, play, mutter something into the microphone between songs and leave. Additionally, there are the acts that are just oozing with ego to the point that it is outright off-putting.
Banter to the audience is not interaction.
Telling the audience to buy your album is not considering the audience.
Trying to get the audience to do things they don’t want to do in general is not something they’re going to like, especially if they set out for a good time.
People come go see live music to be entertained and to feel as though they are part of an experience. Experience is hard to replicate from band to band. This is why it is very easy to make an effort to craft your own experience and make it something that people WANT to see and will likely tell their friends about. Consider becoming the purple cow of the music scene.
When we focus on the band and OUR show we’re flat out neglecting the audience.
We want them to come out to see us – but we seldom make it worth their while to come out.
Plain and simple, if there’s no reason to go out, no good feelings to be gained, no chance of anything happening that might be of use to the single audience member and the audience as a whole, why should they come out? Why would they come out?
Why A Lesson in Business Will Put Your Band Far Ahead of the Pack
This is where I’m walking a very fine line and found myself taking extra time to think about how to word this next section.
Think of your band like a business. Do businesses just go around flaunting their products, information and services to everyone? Probably not and if they do, they usually don’t last too long.
Here’s some things to think about that might make you go “Ohhhhhh”:
1. Businesses focus entirely on the thing that gives them life: customers. In the case of live music, the audience is what gives the band power, the ability to get bigger shows, and put money in your pocket. Doesn’t it make sense to make your shows as much about your audience – whoever it might be – as possible?
2. There’s ALOT of music out there already, why should someone leave their house to hear yours? Spotify, Last.fm, YouTube, Bandcamp – the list goes on on different places that people can get music that is catered to their tastes. Playing in a venue and playing music that is not suited to the interest of the listener is already 2 strikes against you. As a live musician playing locally looking to expand, the odds are against you and you need to work overtime to get to the next level.
3. How many fans do you KNOW you have? How reliable are they? Facebook Likes is one thing, but if your shows are still empty rooms, then what good is 500 Likes on Facebook?
If any of the above points stuck a chord (haha), here are some tips to remedy that feeling:
1. Get a website. Websites are like real estate in 2013. You can’t have too much. AND it’s mind-blowingly cheap to have a domain that is uniquely yours. Having your own website automatically puts you eons ahead of other bands in town. Your own personal domain is definitely a fast track to promoting your own band.
2. Develop an email list. Lists are fantastic because they show you who is truly committed to your project. As a result, you can speak to that group specifically to a key group of fans who are really going to care about you.
3. Don’t aim to please everyone. Play to where you know (or have a good idea) that fans of your music are likely to be. If you’re playing a show as a reggae act and on the bill are 3 punk acts, it probably wouldn’t be the best use of time to try to sell your merch to that crowd. They probably don’t want it. The next time you play with 3 other reggae acts, THEN you can unleash the hounds and sell, sell, sell. That crowd will be more likely to buy and want to see more of you.
4. Take pride in your music. Put a price on it. This goes back to my last point about not being everything to everyone. If people want your music and it really is all that, they’ll pay. Now, that’s not to say make it $20 or something like that. $5-10 is a good range for a digital, download-only piece of music. Remember, you’re competing with free and if you can show real value to your act, people will come and pay.
Lastly, here are some links to consider using to really capture and mobilize your existing fan base and to set the stage (no pun intended) for new fans to be greeted into your network:
Host Gator and BlueHost: These are two very, very cheap web hosting platforms. For 7 bucks a month with HostGator you can host AS MANY DOMAINS AS YOU WANT and the price of buying a domain is often as low as 4 dollars.
WordPress.org: WordPress is the most used website building platform in the world. There are tons – literally tons – of YouTube tutorials and customer support outlets that can get you a website up and running in an afternoon. Use in conjunction with the hosting platforms above.
Aweber: For 20 bucks a month, you can have a channel to get email lists added into and speak to all of them at once. Why is this important? What better way to keep your fan base as close to you as possible and really treat them and show them that you are not only the best musical act around, but give your fans a reason to come out and see you and stay connected. Much more convenient and intimate than Facebook.
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