WHY ARE THEY STILL ON THE
COUCH!!?? Music fans’ awareness of shows
has never been higher – with social networking event posts, evites, and tour
apps. And can you tell me why my Google calendar has imported every single
event by every act I have ever liked and sends me constant push notifications? Despite rising awareness of shows, it is
still a challenge to get fans off their couches and into a venue on a
consistent basis. Central Florida musician and scene veteran, Dave Mann reveals
the wisdom he’s learned as both founder and organizer of the ever popular
Jambando Concert series and band leader for the perennial purveyors of flavor
rock, funkUs.
BIGGER MIGHT
BE BETTER
Playing live is where it’s at!
Everyone now has the opportunity to create super slick polished yet home studio
produced album. Protools and its counter parts are like video games; spend
enough time playing around and the player can become the conquering hero. But
step into the real world and the princess they saved onscreen won’t talk to
them, ‘cause their live game still sucks.
It is during live shows that
fans can see the talent and professionalism that separates real artists from
studio content creators. But to get people through the door, rely on a basic
principle of sales and make them want it. “If you want people to come, it has t
be something special.” Said Mann. His band, funkUS, consciously decided to cut
down on the number of shows they play. They also changed the types of shows
they play, opting to focus more on festivals and large venue shows. When
planning an event type show don’t just look at the band calendar. Know the
target audience and plan an event at a time that doesn’t compete for their
attention. Be the best source of fun for them on that day or evening.
GET A
ROOM
Where can be
as important as When, when it comes
to throwing down. “It’s important to have a good working relationship with the
venue.” When a good foundation has been laid with a venue, you can book and
plan much farther in advance. More time to plan gives artists a greater
likelihood that things will run smoother or they’ll have time to grease the
inevitable squeaky wheels. There’s always one. “I like to plan shows 6 months
in advance. But I start thinking about them a year in advance.”
When choosing the right venue
there are several things to consider. Is the venue easy to get to? Does it show
up in the average GPS device? Is there enough parking? Will fans have to pay to
park? Every dollar they spend on parking is a dollar lost on merch and bar
tabs, both of which can effect an artist’s bottom line. Pick an appropriately
sized venue. Too small and fans experience a bad kind of crowd funk. Too big
and any empty space can kill the excitement.
LOOSE
LIPS ARE ONLY BAD FOR SHIPS
Making any show successful
takes a TON of hard work. Best get organized. Dave Mann shares, “I do it in
segments to make sure I have time for everything.” Spend too much time promoting, inviting,
reminding, tweeting, and instagramming pictures of how hard you’re working and
that can leave little time for efforts that have a bigger payout.
Dave Mann has made a name for
himself in Central Florida. He’s the
kind of musician other musicians love to share the stage with. Venues love the draw his band brings to their
bars. Fans love the festivals he puts
on. He’s not just one part of the music scene, he ingrained himself in it. And
his advice for any artists wanting to follow suit is, “Go out. Be a part of
your scene. When you’re there, talk about your shows.” The power of a facebook
event page is to be able to see the shows your friends recommend. A personal
recommendation is still the best way to get fans off their couches. The online
promotions should flow from that concept of personal recommendations. “Be your
own press. Word of mouth is the
strongest social media.”
THE
WHOLE AUDIENCE ISN’T LISTENING
“The first step in building a
fan base is to recognize it.” Mann continues, “You can’t hope to appeal to
everybody. Find that 1% that really digs your music and focus on them. [A fan
base] spreads that way.” Unsigned acts fortunate enough to enjoy the longevity
and dedication of its members have another consideration when it comes to
getting fans’ attention – fans get old.
For the aging fans, the passage
of time somehow makes a midnight start time a nightmare. They don’t bounce back
from the party as quick as they used to (So I’ve heard). Weeknight show
attendance depends on if they have early morning meetings. Babysitters must be gotten and returned
unharmed back to their own homes at a decent hour. Fans get old. Their
priorities change. “You gotta respect that.
It just means you gotta keep getting new fans.” If the music is good,
people will share it. If they move away, they share it with their new
neighbors. If they have kids, they pass the music along. Every fan won’t be at
every show. “But with a little buzz, it’ll work out”
With show awareness so
prevalent these days, bands need more than just infrequency to create demand.
They need to keep it different. Variety keeps fans interested. funkUs shows
happen at camping festivals, charity fundraisers, even cruise ships. Jambando does
more than offer an extended line up of Central Florida’s best jam and funk
artists. Fans just have to go to each Jambando because each one is different
from the last and won’t be anything like the next show.
In December, Jambando presented
‘What Woodstock Jambando ‘79’ where fans can to discover what would happen if
Woodstock had been in 1979. Local acts put on shows paying tribute to the likes
of Led Zeppelin, Pink Floyd, and Black Sabbath.
Fans enjoyed the added elements of food trucks, glass blowers, and local
vendors. The effort raised what could
have been an average local music show to a head turning event.
HAVE
YOU SEEN YOUR SCENE?
Success is magnified when it’s
shared with others. With the death of A&R departments and the expense of
management companies still out of reach for many emerging artists, a music
scene itself has an obligation to develop its own. That means artists need to
help each other out. When bands get better, the scene gets better, the fans
have more fun, and they get off their couches.
“We showcase a lot of up and
coming bands.” Said Mann. Getting on a Jambando bill is a big deal in the
scene. Even with a guaranteed audience, the hardest work isn’t done. Playing bigger events can mean big
opportunities. “It is up to [the bands] to make the most of those
opportunities.”
Before anyone spends the next 5
days getting the mix just right on their latest single, consider recorded
music’s place in history. Recorded music has not been around too long in the
grand scheme of musical history. When labels and ‘industry insiders’ point to
low album sales and declare that music has no value anymore they discount
centuries of the thriving success of music scenes everywhere. Music is a part
of our lives not because we can buy singles from the dashboard of our cars but
because it connects us with community.
Live music is where it’s at.
Always has been. Always will be.
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