Tips for Your First Live Performance - Attracting an Audience

This column is based on my various experiences. I am Gendayuu, and for those who are planning to play live for the first time, I want to share my past experiences with you. I hope you will find this article useful.

What is Attracting an Audience at a Live Concert?

This series has so far had “Venue Selection,” “Set List,” and “Pre-Practice,” but this time I would like to touch on the theme of “Attracting an Audience”. When you are just starting out, it is often difficult to understand why it is necessary and how to do it, but let's start by considering what “attracting an audience at a live concert” is.

In music activities, there may be nothing that has a greater impact on a musician's motivation and mentality than attracting an audience. Some people pursue their own music without being influenced by the audience they attract, but most people tend to be happy or sad about their own ability to attract an audience as a barometer of their musical reputation and popularity. Depending on where one's musical goals lie, it is always good for a musician to have a good audience.

Next, let's look at the financial impact. Since live music venues are also managed as stores, many of them set quotas for performers to attract customers. For example, if a quota is set at 7,500 yen for five performers at a charge of 1,500 yen, and only three performers show up, the performer will have to pay 3,000 yen for the two missing performers. Some people consider this structure as a performance fee rather than a quota, but I think this depends on the individual's way of thinking. On the other hand, there are stores that give a portion of the charge back to the musicians as a fee when the number of customers is high. In such cases, the number of customers is directly proportional to the revenue.

On the other hand, there are stores that do not set a quota for attracting customers. For example, food and beverages are the main source of revenue, and live performances are just an added value. Instead of placing no financial burden on the performers, musical quality is required as an added value. In addition to this, places that allow live performances as long as they charge a performance fee (e.g., 3,000 yen for a 30-minute slot) are structured in such a way that “performers = customers for the store” (although strictly speaking, venues with a quota system are also structured in the same way). Although such stores are comfortable because they can perform live without the stress of attracting customers, it is better for both you and the store if you try to attract as many customers as possible.

Invite friends and acquaintances to come at first

As I have explained the implications of attracting an audience in this way, I recommend that you ask friends and acquaintances who understand and show interest in your music to come to your first live performance. The key is to show understanding and interest. This is because music is a highly personal taste, and a good friend is not necessarily a person who understands music. Be aware that repeatedly inviting someone without understanding their feelings may affect the relationship.

As a side note, there have long been musicians who lose friends and acquaintances by randomly inviting people they know to gigs in order to fulfill their quota for attracting customers. In all cases, be sure to invite people you sincerely want to come to your show.

Also, be sure to include the date, time (performance time), charge amount, and URL or map of the restaurant when you announce the event. If you invite them too often, it may be too much of a burden, so ideally, you should invite them at a moderate interval, taking into account your relationship with them.

Live music can offer more than just music

Why do people come to live shows when you invite them? Of course, it’s because they like the music itself and are interested in your songs, performances, and works.

However, the fact that they are willing to spend their precious time and money to come to your concert is also largely due in part to your popularity. Professional musicians sometimes become fans not only because of their musicianship, but also because of their humanity. I think it’s the same thing. In such cases, you should honestly express your gratitude.

On the other hand, a live concert can often be a place where you can provide non-musical pleasures to the people who come to see you. For example, drinks and food at the restaurant. These days, many restaurants also serve as full-fledged bars and restaurants, and visitors may enjoy the atmosphere and signature menu items as well.

Also, if there is a place (a store, a famous landmark, etc.) near the live concert venue that you have wanted to visit for a long time, it may be a good opportunity to go there while you are visiting. For some people, it seems to be a place of memories, and I have actually had people tell me, “I'm glad I got to come to Shimokitazawa! I haven't been here in a long time!” Before that, it is also good to know that a live concert itself has the power to provide an “extraordinary” experience, regardless of who the performers are.

By the way, if you are active for a long time, a live concert can serve as a place to reunite with old friends or become a reunion of sorts. In my case, I am fortunate that I am still connected with my friends from my student band days and they regularly come to support me, which helps to keep the connection alive. I also look forward to the toast after the live show. Live concerts are truly a bonding experience.

Is it possible to attract people other than friends and acquaintances?

As you continue your activities, you will eventually reach a limit to the number of friends and acquaintances you can call on to come to your shows. Also, it can be said that this is only for musicians who want people who are not just acquaintances or favorites, but who genuinely become fans of their music and want to come to their gigs.

There are many complaints on the Internet about “no one coming to my gigs” and “no increase in the number of regular customers,” and there is a lot of advice on how to solve these problems by strengthening announcements through flyers and SNS, etc. However, the reality is that it is quite difficult to do so. Even in the world of the major pros, there are staff members dedicated to advertising and sales in order to get a breakthrough, so there is no need to look at your own inadequacies and feel depressed because of your inability to attract customers. Also, please be aware that there are bad people who will take advantage of this mentality and invite you to suspicious lessons and events.

Nevertheless, it’s important to take on the challenge of attracting customers. The first step is to create an environment where anyone can easily find out information about you and listen to your music. Since the Internet is available today, it is a good idea to upload your demo tracks and live videos to YouTube, etc., and to post information about your live performances and your thoughts on social media.

Also, to be realistic, musicians who have a destiny to be in the world often have an increasing number of fans, or are approached by major labels, or have a huge flow of fans without them even knowing why...because of their attractiveness. Of course, you may be one of those who have this destiny, so why don't you take up the challenge first?

First, take care of your co-actors and store owners who will be your closest “customers”.

Even if you attract zero customers, there is always someone who can be a “customer” for you if it is a booked live show. That is your co-star. If they are also invited to your show and come to listen, they will also be your customers. Naturally, the same relationship can be established between co-hosts, and you can have both. In addition, the master and staff of the restaurant will often be listening to your singing and playing while they are doing their jobs at the restaurant. It may be a once-in-a-lifetime encounter, but I would like you to cherish these listeners and put your heart and soul into your live performance.

There was a time when I thought I might even quit the music business because I could not attract an audience other than my friends and acquaintances, and I lost sight of the meaning of music. When I discussed this with a senior musician who works as a master of a music bar, he said, “Worrying like that makes you really seem like a musician (lol). That's why you can write songs, right?” He encouraged me and said, ”Don't seek a reward in terms of the number of listeners or reactions. Someone somewhere might be listening, and someday it might be passed on to someone else. Just keep writing and singing. Be casual and cool...” These words pushed me forward, and here I am today.

The purpose of musical activities differs from person to person, but I believe that if one has a “love for music,” a “free love” that does not ask for anything in return, one can lead a happy life as a musician. I hope that you will lead a fulfilling musical life by playing the sound you believe in, even if it is self-satisfying, without being distracted by the number of customers you attract.

I hope that your memorable first live performance will be a wonderful time.

*Uploading your music to the Internet may be a good opportunity to attract customers. I recommend this iPad, iPhone, and iPod touch that has a compatible audio interface as a recording tool for this purpose. I also use it because it allows me to easily import sound from a microphone or guitar into a recording application.

TASCAM / iXZ Audio Interface for iPad iPhone iPod touch

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