Tuesday, March 5, 2024

The important thing to reserving higher gigs

Do you need 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 true 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 won’t. 

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 as we speak? You would possibly eat one and let the opposite go unhealthy. 

And if I promised I’d carry you free apples each Friday for the following 12 months, you would possibly assume:

“Nicely, what’s the purpose of even consuming an apple as we speak? There’s all the time subsequent week.”

Plus, possibly 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 need to do with gigs, you ask?

Let’s perform a little reverse engineering.

Larger venues have to belief you may fill ’em

Development is partially about managing perceptions. 

To be able to e book a greater gig tomorrow, a expertise purchaser has to really feel comparatively sure that you simply’ll have the ability to recreate the success they’ve already seen you obtain as we speak. 

So let’s speak about easy methods 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 to be successful? 

It ought to really feel like a particular occasion. A uncommon event.

That means: Don’t play too usually in the identical city.

Perhaps as soon as per season. As soon as per 12 months, even!

Each live performance ought to be a can’t-miss occasion

Shortage creates urgency.

When you solely play from time to time, your followers could have a deeper craving to attend (or an even bigger sense of obligation, if we’re speaking about family and friends). 

You need ALL your gigs to really feel necessary sufficient for individuals to do the inconvenient stuff: commerce work-shifts, rent babysitters, make the drive. 

Even when which means total you’re enjoying 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 exhibits. (Extra on that under).

Play venues which might be too small

Demand ought to outweigh provide. 

Oh no. Provide & Demand? 

Yep. When it comes to your tour calendar, this implies don’t play too usually in any given area. 

However you additionally ought to play in venues which might be barely too small to suit your whole seemingly attendees. This creates an environment of exclusivity. All of us need to really feel particular, proper?

So if you may get 400 individuals out on Friday, play a 300-cap room. 

When you can depend on 50 individuals on Tuesday, play a tiny room that squeezes ’em in. 

When you assume 15 individuals will present up, carry your personal PA to a bookstore or boutique or barber store and host your personal pop-up fashion live performance. These might be unbelievable alternatives to supply 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 simply’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. Then again, it will even be nice to have these individuals as paying attendees INSIDE the venue. 

So, simply bear in mind…

Crowds stir pleasure, and pleasure grants permission to crowds.

By packing the place, you’re eradicating psychological boundaries for your complete viewers. An enormous viewers will usually pay nearer consideration, go deeper into the music, and recognize 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 the sudden you’re introducing doubt. “Hmmm, I’m wondering why extra individuals aren’t right here? Is the band slipping? Have traits modified? Ought to I really feel unhealthy for them? Awkward!”

Much less gigs ought to imply higher gigs 

Redirect your sources to provide an unforgettable efficiency. 

If you’re extra selective in regards to the exhibits 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. Decide 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 exhibits can now be put to higher use: Making the ONE present you do play really feel just like the occasion of the 12 months. 

Principally what I’m saying is: If individuals present up since you promised an apple, give them a taco! 


The purpose of this text was to introduce a bit psychology and economics into your reserving technique.

If you wish to begin enjoying extra wonderful exhibits, simply bear in mind:

  1. The facility of rarity, shortage, and urgency. Don’t play too usually in a single city. Extra individuals will attend the gigs you DO play. 
  2. 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. 
  3. Spend the time to make every present really feel like a particular occasion. You need your followers to not solely bear in mind the live performance, however to maintain speaking about it.

When you do all these issues, it gained’t be lengthy earlier than larger venues, notable expertise consumers, and native promoters begin approaching you. And when you’ve confirmed that each one your native gigs are successful, possibly it’s time to accomplice with one among these entities to scale-up to greater and higher performances. 

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