In what will be an ongoing meeting of minds this is the first of a co-written update from my friends at the New hellfire Club and myself.
Comments can be posted over at
NHC or following this.
One question we get asked a lot
from the bands on our page is a simple one, but also an extremely important one.
It’s “How do we pull off a
successful gig?”
It is one of those things that if
you get it right then it can help your gig take off and hugely increase the
size of your crowd.
Get it wrong?
Well, get it wrong and it could
spell disaster for both your gig night, and your pockets...trust me on that as
I am someone who has had nights fall apart due to a poorly planned and
disastrously timed gig!
So first things first.
When is the best, and when is the
worst, times to plan your gig night?
Well it's a tough one to answer,
but there are certain things you can certainly do, and some instances you
should avoid, to give you the best chance of success.
We will list them below, and also
tell you a wee bit about our own badly planned nights of days gone by, so that
way you can hopefully learn from our mistakes, and not have to make the same
ones yourself.
1. Remember that time we didn’t look
to see what else was on?
In a perfect world promoters and
venues would all chat to each other, making sure that their big nights didn't
clash with each other, thus pulling the fans away from each others gigs, rather
than sharing the same fans on the same nights or over a couple as people can’t afford
to attend everything..
Unfortunately it isn't a perfect
world and more often than not no one talks to anyone else about anything.
So be prepared to lay the
groundwork yourself.
One of the first things you
should do is make sure there isn't a similar gig on the same night as your own.
If you are holding a metal night
in Glasgow, then
of course there are going to be other metal nights on elsewhere.
There is no way around this.
There are just too many bands and
too many venues in the one city not to have competition nearby.
This means that you have to
consider the competition.
Make sure the competition isn't a
David and Goliath style night though, as in real life those types of situations
rarely work out good for the David's.
So while another couple of metal
nights in the same city is manageable, a super metal extravaganza all-dayer is
not.
This might sound like common
sense approach to most of you out there, but it's actually one of the most
common problems on the local scene when booking a gig.
It will happen that sometimes the
big gig nights are launched after your own night.
If that is the case then you will
probably just have to suck it up and accept that some of your target audience
will be elsewhere, best then to ignore the other gig and just get on with
making your own night the best damn night you ever held!
Step up a gear on the promotion
and push hard on it.
We had a gig booked last year and
had a three months run at promo, then on week 6 of promoting it, we had an all
day mini festival announce in a venue five minutes walk from ours.
There was no way to avoid it.
What did we do?
We got drunk and enjoyed our own
half-filled gig.
It was still an awesome night
with great music that cost us a fortune because we never made the target numbers
that the venue wanted for a lower rate.
Nights like this are why I drink.
Also worth noting that it's not
just other gigs you are competing against either, one of our other quieter
nights was on a big Champions League final night, and there is also the
festival season to worry about!
2. Remember that time we booked a
gig on the Tuesday in the middle of the month.
Some people swear by Friday and
Saturday nights, but it really does depend on who you are putting on the bill
as NHC MUSIC has had some of it's busiest nights on a Sunday...and also had one
of its (unexpected!) quietest nights ever on a Friday. Generally in our own
experience Friday and Saturday are of course good nights for a gig, but you
also have to take into consideration that there will be more competition from
other venues who would also be scheduling 'big nights' on a Friday/Saturday.
The venue will probably be more expensive to hire too, and there will be less
drinks promos for your fans (drink prices are something we get asked about a
lot, hey folk don't want to be charged 3.50 for a warm can of Red Stripe at a
gig!).
So there is something to be said
for NOT having your gig on a Friday or Saturday.
If you feel the bands you have
are strong enough then just book it on a school night, the fans will still
come, although don't be surprised if there are more 'early leavers' than
normal.
Personally we ourselves would avoid Monday and
Tuesday though, but that's just us, there are pros and cons for both midweek
and weekends, you just have to work out what's best for your particular line
up.
3. Remember that time we thought
that everyone would want a gig on a national holiday weekend?
'Hey, let's have our punk night
on Easter Sunday to see how well it goes, the Monday is a holiday anyway and
folk might be wanting to do something different on Easter night!'
That particular idea was one of
our worst to be honest and a lesson learned the hard way.
Just because people are off work,
doesn't mean they are willing to go out, (to be fair to us a pissing down, cold
and windy Glasgow
night also kept some bodies at home with their families).
Bank holidays weekends, and
national holidays might look attractive for gigs due to people getting a lie-in
the next day and thus more likely to hit the town on the previous night, but
remember people also have other plans for holidays too...that's why they are
called holidays.
Other popular holidays look
attractive for gigs too, such as Halloween and New Year, but again remember
that the competition will be huge on these nights, so it'll take a lot of
work...or deep pockets, to pull off a sell out gig on these nights.
4. Remember how that band thought
playing every week was a good idea?
Bands who gig constantly in the
one city don't do anyone any favours, (themselves or good promoters) and a few
times in the past we have realised that a band who has asked to play one of our
showcase gigs, was actually playing the week before it in a venue nearby...and
the week after it...and a couple of weeks later too.
Now it might seem a good idea for
a band to gig regularly, but doing it in the same city, while always pulling
from the same fanbase (no matter how big that fanbase is) just leads to ever
diminishing crowds.
While you may get better at what
you do, the fans won't be there to appreciate it as there won't be any
excitement in coming out to watch you play anymore...who wants to see the exact
same show every week?
Try and get bands on the nights
who aren't playing in your city that same month, or at the very least a few
weeks either side of your own night, that guarantees that the people who want
to see that act live come down to your show to do it.
A bigger crowd is better for
everyone on the night.
It stops the promoters arse
making buttons, stops the venue moaning, and most importantly it gives the
bands on the nights a bigger crowd to play to and the chance to pick up more
fans for their next gig, which is what it's all about after all.
And now the common sense bit
about promotion.
I expect you have all seen people
talking about lack of promo leading to no one attending a gig.
Do you know why that is?
It’s because a lack of promotion
means no one will come to your gig.
Honestly. That’s it.
It’s not code for something else.
It means that if you don’t cover
the bases then the chances of you enjoying a good well supported night is nil.
So if you think that creating a
facebook invite page and booking a venue is all you have to do then think
again.
1. Posters for online and distributed
around the city/town is always a good idea.
Something eye catching that has
the basic details on it.
Names of bands, venue, date and
cost.
It’s not rocket science.
2. Flyers. Same deal as the
posters. Hit the gigs in the lead up to your own and hand them out.
3. Listing sites Use them.
4. Social media. Don’t just use
it yourself. In a perfect world every member of every band playing on your
night should be sharing links, posters and inviting friends.
They won’t though so be prepared
to give a nudge. It’s not as if you are asking them to stand on street corners
with a placard.
5. General promotion. Hit up online
radio stations, the local press.
All of the above can swell your
audience by a solid percentage, and the thing is that f it doesn’t then that’s
okay, because no one can accuse you of falling short and not doing what is
required.
So there you go.
When to put on a gig, when not to
and how to promote a show.
Print it off and pin it to your
wall, fold it up and carry it in your wallet.
Do what you want with it, but
remember it.