Do you wish to flip your subsequent gig into an unforgettable present?
In entrance of a packed crowd?
In a cooler venue?
The important thing to reserving higher gigs is correct right here on this apple…
No, this isn’t an Adam & Eve reference.
As a substitute, I’d such as you to think about you’re reasonably hungry.
If I provided you this apple, you would possibly eat it. You may not.
If it’s been months because you ate an apple (assuming you want apples), you would possibly scarf it down.
Now what if I provided you two apples right now? You would possibly eat one and let the opposite go dangerous.
And if I promised I’d convey you free apples each Friday for the subsequent yr, you would possibly suppose:
“Nicely, what’s the purpose of even consuming an apple right now? There’s at all times subsequent week.”
Plus, perhaps you’re within the temper for tacos tonight.
The economics of… apples?
Sure, there’s an Economics lesson buried in right here someplace. About shortage, demand, inflation, and — let it NOT go unaddressed — the Common Legislation that tacos are higher than apples.
However what does this story about apples should do with gigs, you ask?
Let’s perform a little reverse engineering.
Greater venues have to belief you may fill ’em
Development is partially about managing perceptions.
So as to guide a greater gig tomorrow, a expertise purchaser has to really feel comparatively sure that you just’ll be capable of recreate the success they’ve already seen you obtain right now.
So let’s speak about the best way to handle perceptions that your gigs are profitable occasions.
Don’t “oversaturate” your market
Audiences rally when alternatives are uncommon.
How do you assure your gigs appear like a hit?
It ought to really feel like a particular occasion. A uncommon event.
That means: Don’t play too typically in the identical city.
Possibly as soon as per season. As soon as per yr, even!
Each live performance needs to be a can’t-miss occasion
Shortage creates urgency.
For those who solely play on occasion, your followers may have a deeper craving to attend (or a much bigger sense of obligation, if we’re speaking about family and friends).
You need ALL your gigs to really feel vital sufficient for folks to do the inconvenient stuff: commerce work-shifts, rent babysitters, make the drive.
Even when meaning general you’re taking part in fewer gigs, those you do play will likely be extra rewarding for each you and your followers. And any new downtime can be utilized to increase your tour circuit. Or produce higher reveals. (Extra on that under).
Play venues which can be too small
Demand ought to outweigh provide.
Oh no. Provide & Demand?
Yep. By way of your tour calendar, this implies don’t play too typically in any given area.
However you additionally ought to play in venues which can be barely too small to suit all your probably attendees. This creates an environment of exclusivity. All of us wish to really feel particular, proper?
So if you will get 400 folks out on Friday, play a 300-cap room.
For those who can depend on 50 folks on Tuesday, play a tiny room that squeezes ’em in.
For those who suppose 15 folks will present up, convey your individual PA to a bookstore or boutique or barber store and host your individual pop-up type live performance. These may be unbelievable alternatives to offer an intimate expertise that feels unique and uncommon.
Groupthink generally is a good factor
Buzz = Permission.
The extra tightly packed the place is, the extra you’ll create the notion (or reenforce the truth) that you just’re an thrilling artist.
This generally is a little bit of a balancing act, after all. As a result of a line across the block to get into your present is nice PR on the one hand. However, it could even be nice to have these folks as paying attendees INSIDE the venue.
So, simply keep in mind…
Crowds stir pleasure, and pleasure grants permission to crowds.
By packing the place, you’re eradicating psychological limitations for your entire viewers. An enormous viewers will typically pay nearer consideration, go deeper into the music, and respect what you’re doing on stage all of the extra.
Versus a half-empty membership. Or a theatre with a bunch of empty seats. All of a sudden you’re introducing doubt. “Hmmm, I’m wondering why extra folks aren’t right here? Is the band slipping? Have developments modified? Ought to I really feel dangerous for them? Awkward!”
Much less gigs ought to imply higher gigs
Redirect your sources to supply an unforgettable efficiency.
If you’re extra selective in regards to the reveals you play, you may spend extra time prepping for every present to make it actually particular.
Dial within the manufacturing. Rehearse some loopy songs. Plan a secret collaboration. Choose a theme for the evening. Get wonderful outfits. Construct props. Curate a must-see lineup. Promote, promote, promote.
The time you’d’ve spent diluting your viewers throughout too-frequent native reveals can now be put to raised use: Making the ONE present you do play really feel just like the occasion of the yr.
Principally what I’m saying is: If folks present up since you promised an apple, give them a taco!
Conclusion
The purpose of this text was to introduce a bit of psychology and economics into your reserving technique.
If you wish to begin taking part in extra wonderful reveals, simply keep in mind:
- The facility of rarity, shortage, and urgency. Don’t play too typically in a single city. Extra folks will attend the gigs you DO play.
- Select smaller venues to create the impression of demand. Make every gig really feel unique and thrilling, and your viewers will benefit from the present much more.
- Spend the time to make every present really feel like a particular occasion. You need your followers to not solely keep in mind the live performance, however to maintain speaking about it.
For those who do all these issues, it received’t be lengthy earlier than greater venues, notable expertise patrons, and native promoters begin approaching you. And when you’ve confirmed that each one your native gigs are a hit, perhaps it’s time to associate with certainly one of these entities to scale-up to greater and higher performances.