When his gigging band is asked by a venue to bring a certain number of people to the club, this author took a unique approach. He compares the idea of asking a band to bring in customers to the idea of asking a waitstaff or the chefs to bring in customers. Read the article at the link below:
http://www.grassrootsy.com/2012/02/22/an-open-letter-to-venues-that-exploit-their-musicians/
This raises the question, is it the band's responsibility to bring fans to a venue?
The OnAxis Music Answer:
Musicians are musicians. Musicians can also be philosophers, have political views and hold opinions on how society and commerce should work. Musicians can choose to default to the archetype of the complaining musician, longing for the days of old where venues did all the promotion and the musician simply showed up, played and walked away with living expenses. However, being a musician is not a license to stand on a soapbox and talk about how your art is or isn't appreciated. Musicians, being musicians, must be able to survive and thrive in any context (social, political, commercial, etc.).
Facts and opinions can be true on a micro scale, but when they are looked at on a macro level, a bigger picture comes into view. The author of the article makes a good point about small clubs, particularly restaurants, that are attempting to build a music reputation. In this niche market, his comments are well taken. In the larger realm of the music industry, one must operate their business based on the context of the state of the industry.
The state of the industry is that musicians must bring fans to venues. There are always exceptions, such as events, festivals, private parties or other cases where there is a built-in audience.
Think of being a musician in the music industry the same way you would if you were thrown into a river and couldn't swim. One can either tread water and search extensively for life preserver rings, i.e. paying gigs that don't require the musician to bring any draw. You might find a couple, although it's uncommon. Or, you can stay in shallow water and play shows that accurately reflect your draw. Of course, the best solution is to learn how to swim:
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| This is an example of a flier for an event feturing 3 blues artists in Chicago -- it was used in a digital form, in a Facebook strategy to spread the word about the event. |
1) Find out what the minimum draw is at the venue. In order to reach a certain number, you need to know what number you are attempting to reach. Even if it's five people, that is a goal. Even if it is 500 people, that is a goal.
2) Develop a strategy to reach that goal.
3) Use Tools at your Disposal: Mailing Lists, Facebook, Twitter
Mailing List: We recommend Mailchimp.com. Even if you don't have a professional mailing list, review your email contacts and choose the ones that would be interested in your music and send them a personal message inviting them to the event. Use copy and paste to repeat the main information. Send one email blast and at least one follow-up email reminder.
Facebook: Facebook invites as well as sending personal messages to friends and fans. Personal messages trump simply making a Facebook event and expecting the masses to click "Join".
Twitter: Use tumblr.com or hootsuite.com to post numerous posts about your show. It can't hurt.
4) Text messages: Some prefer text messages with info about local shows. Don't send it on the day of, please. How about a week notice?
5) Incentives anyone?
6) Look at it like the opportunity it is.
- It is a chance to connect with your friends, fans and family to see your music live and in person. Most of the people that want to see your band already know you. Tell them about it.
- It is a chance to develop the skills that will help you connect with and keep fans. When you're selling albums or merch, your customers are your customers. You might not have as many unless you were required to pull them out of the woodwork for your next live show.
7) If you are afraid of hard work, just go back to the shallow waters!
8) In deep waters, there are piranhas. Don't pay someone to make you a star, or fall for the hype of people that have something to gain from you. Build your fanbase yourself.
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