Don't Promote your Local Music Shows Directly to Family, Friends and Co-Workers every Week.
They aren't necessarily the audience
I’ve been on both sides of the local music promotional endeavor, as a person who was invited to come out and one who is doing the inviting. Before I was a serious musician, who is out and about performing shows, I’d go out to see and get inspired by a few friends who played. It wasn’t a major priority to go to the shows but I was happy to be there when I could to support them, and it was super cool to see a friend nail a guitar lead or drum solo.
I get it. I learned early on that coaxing your co-workers and friends to come out every week to your show can get old really quick with them. I don’t ask anymore but it’s fun to see a friend that I recognize every once in a while.
However; it’s still very important to get the word out about your show though, even if your friends and family are on your social networks. I’ve found that the best audience to reach out to are people you don’t know and are visiting as a tourist. Or locals who are celebrating something in their lives or going out with visiting friends. It’s your job to inspire them to spend their time and money at the venue you are performing.
There are a couple things that may have inspired you to go out to enjoy a local music performance. You may have seen a post on Social Media about the band or artist is playing during this weekend and that they’d love to see you out there. Or, you may have heard it on the radio that the band or artist is playing with a live music update or, perhaps you may have read a calendar item in the music section of the newspaper or the alt weekly newspaper.
A typical scenario that you may experience when going out to a local music shows starts off with you making your way to the show and walk up to the place, peering to the window where you see an artist or a band setting up their gear. You find your friend’s table, order a drink or get some food, and then the artist or band starts their soundcheck. Sound people and band members are bouncing all over the place getting everything ready. Your food arrives, and shortly after, the band starts playing.
It's such a primal and wonderful feeling. We as humans have been doing this activity, eating with your friends and family while being entertained by musicians and storytellers, for thousands of years. The magic from the live performance comes from the audience just as much as it comes from artist. There's a both sense of “I'm happy to be here” and “everything is exactly the way it should be.”
When you, as the performer, feel like the show has an energy of its own, that’s when you have a perfect bar gig in the making. As I matured in music, I've realized that the musician is definitely not the only reason why people are there, people are there for the experience. The musician is simply the glue of that room. The food needs to be great; the drinks need to be cold; you and your friends should be enjoying your conversations.
On the musician’s end, there are so many things that need to line up correctly to earn a perfect bar gig. Your guitar needs to be in tune, your sound needs to be loud enough to carry the room (but not too overbearing so people can hold their conversations). If everything is right, it’s a magical environment.