Building Engaging Campaigns Around Your Live Show

This is a story that takes quotes from various sources at CMJ this week in NY. They cover a bunch of different topics and problems that many artists encounter as they try to build a following.

Here is a look at the full article from Digital Music News.

I will pick out a few of the highlights that jumped out at me. Panelists: Ian Hogarth, Jaison John, Brian Pacris, Sarah Weiss, Marc Schapiro:

Once you’re booked… then what?

Schapiro: Reach out to every promoter – they will support you and want to make money with you.

John: If you prioritize and really get into the promoter’s face, then they are likely to prioritize you – and give you more opportunities down the line.

Schapiro: Get as many people talking about your show as possible.  If you’re not talking to the promoter, they could easily forget to put marketing resources behind you.  “You want basic things like getting it listed…”

Pacris: “You can’t underestimate the power of your own resources…”

That means FB, MS, “leveraging the assets you have,” that’s where it starts.

As much lead time and preparation as possible, “there’s no reason to not start promoting a show right then and there” long in advance.  That includes digital flyers, asking fans to promote locally is a basic thing.

SchapiroTicket links. Just put those links on your site – lots of artists don’t put those on your site.  Put addresses, Google maps links, venues can be hard to find.  “Make it brainless…”

John: Assume your fanbase is really lazy (others chime in: because they are….” )

Hogarth: Also recommends syndicating tour dates across many sites and services.

How to expand beyond local markets?

Pacris: SplitGigs allows bands to connect with bands with gigs already in aother shows.

John: Pairing and teaming with other bands offers a large number of opportunities (“you’d be surprised…” and “you will see a return on it”)

Schapiro: Hard to tell who you’re opening for, you could leapfrog them down the line – it’s “friendly competition”

How much music, photos, etc., should be out there?

Schapiro: Don’t Twitter too much – your posts about the show will not carry through as much.  “There is a balance to how much information you’re putting out there…”

Hogarth: On website, make sure you have “some good songs and your tour dates…”  but also stresses putting up lots of material from shows (and use Songkick to do this, of course).

But, that content that fans have aggregated and uploaded can also be placed on your site.

Audience Question: Do people really want to be on mailing lists?  Are there alternatives?  People are getting dragged into it, too many email addresses constantly…

Schapiro:  “Topspin is making a business out of it…” sure, “no one wants to get spammed again” though Schapiro argues that proper incentives and information can incentivize people to sign up.

Audience member: do fans really care about reading all of these blog posts and information?

Hogarth: Most artists are not sophisticated about how they use their emails.  For example, sending lots of emails to US-based addresses about some show in Portland…

Schapiro: Zip codes are important, targeting.

  1. This is a wonderful article and one I have definitely bookmarked.

    • Thank you for the support, it helps a lot to know people are getting something out of this. Keep reading! And suggest to friends!

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