"How To" thread on promoting shows?

[ewblank]

Hi everyone,

I'm about to begin the daunting task of booking and promoting shows for my experimental music project. In the past, I've tried promoting our shows in the "noise" and "rock" communities with disappointing results.

Unfortunately, the type of music we play is not harsh enough to appeal to the "noise" crowd, is too experimental for the "rock" crowd, isn't "high-tech" enough for the laptop crowd, definitely not "popular" enough for the DJ crowd, and too "lowbrow" for the electro-acoustic crowd. This makes show promotion a bit of a challenge.

I figured that others who perform electronic music have faced similar challenges at some point, so I thought I'd ask if anyone would want to share their experiences in promoting shows - either tips, success stories, or "lessons learned", and maybe in the end we can all benefit from each other's experiences in this area.

Thanks and best regards,
ew

[egw]

Good topic!
Unfortunately I haven't had much success in promoting shows either.
I think part of it is that most people don't know about, understand or care enough about music that is not mainstream or at least familiar.
When I explain the kind of music we do, people seem interested. So I guess there is potential to build an audience.
So far the audiences I've seen have been mostly other musicians, friends and family of the artists.
We've had some success with electro-music 2005/2006. But this is different than a conventional show - since so many artists can participate, there is a built-in audience that is knowledgable and enthusiastic about the music. We're hoping to draw more of an outside audience this year, but not sure what promotional techniques will be effective. I hope that we'll get some good suggestions here.

[ewblank]

Quote - "So far the audiences I've seen have been mostly other musicians, friends and family of the artists"

YES! - this is exactly the same experience that I've had as well.

I also think what you noted about people not caring so much about non-mainstream music is a key factor, too. I'm usually pretty social and whenever I see unfamiliar faces at a show, I'll approach them to see what they thought. I usually get really positive comments from people who just wandered into the bar, or who were planning on going to that particular bar that night regardless of who's playing. I'll give them some stickers or something to remind them of who we are, give them our URL for free downloads, etc... but then that's it - I've never seen a return customer outside of our regular network of friends and like-minded musicians.

I've tried online promotion using message boards and bulletins on myspace, etc... and have had literally zero results from that. I'm convinced that 99% of people on music message boards (present company excluded, of course ;-)) are only there to promote themselves and don't bother with other people's show and/or CD release posts.

Hopefully we'll get some more people chiming in on this topic soon.

Regards,
ew

[v-un-v]

oferring free beer and drugs often helps

But honestly- if you can crack that one- you'll make a lot of money- quite litterally!!

[ewblank]

Now don't laugh - but I have offered free beer - and it still didn't work! ;-)

As much as I would hate to stoop down to the lowest common denominator, I'm seriously considering designing our show posters with "hot chicks in bikini" pictures a la "dance club" posters because as much as I'd hate to admit it, it would probably work in filling a room.

cheers,
ew

[v-un-v]

Although I've never been an actual promoter (I've always left that to my friends ) I think a good trick is always pay people what you say they are going to receive- and be realistic about it. This always draws people back again.

Also be true to yourselves and believe in what you are doing- ie don't get disheartened when no one turns up. If that does happen just have fun yourselves- a good point here is to recommend smaller venues. I know promoters are not happy with this most of the time because there's nothing better than seeing a load of screaming clubbers on the dancefloor- but a smaller venue is cheaper to maintain- and because of the small space adds intimacy and gives the impression of it being full- awesome when it gets packed

Oh yeah- try and avoid the cocaine too- coke has a habit of turning people into arseholes (I did know plenty of coke-fuelled arseholes out there!!!- I worked for some of them in the early 90's )

I haven't been out to a club in bleedin' ages- showing my age here (and kids too )

"Mirror Man" by 'Captain Beefheart and his Magic Band' playin on the stereo right now