Build your community at the live-shows too...not just online.
Interactivity for bands and musicians definitely takes place online a lot. But what about those times when you’re not on Myspace, Twitter, updating your website, sending e-newsletters, reading blogs (hopefully this one) or otherwise engaging the online community… what if you’ve taken one giant leap for band-kind, and gotten yourselves out of the basement and onto a stage somewhere? Interactivity is just as important in the live setting as it is on the computer, more so even.
It can be so easy to get caught up in all the work… slogging gear, tuning guitars, getting your stuff up on stage, getting your stuff off-stage, drinking, hiding backstage like a rockstar so people don’t see your new ironic t-shirt before you storm the stage… and so forth. But you can’t let that happen. Look at it this way – you’re there networking, so network your butt off!
Start off with your arrival time - get there early, in plenty of time to load in, and watch the other bands do soundcheck. Talk to them. If they’re anything like you, they’ll probably really like talking about their band. If you have time after soundcheck, and you’re going to grab food, why not ask the other bands if they want to join you? Make a friend. Build your network.
Then during the show, be accessible, watch the other bands perform as much as you can, until you need to go backstage just before the show to get ready. Hang out in the crowd, talk to the person next to you about the band performing… maybe you mention that you’re playing later. Talk to people though. And try not to stick to just your friends either. This is work, it’s not party-time, you know? Go make new friends.
When you’re on-stage, play the hell out of your songs. Don’t half-ass anything, ever. And even though it’s not “cool” to be too self-promotional, its imperative that you say your band name after several of the songs. Plug your website, and make sure you let the crowd know you’re on Myspace. At the end of your set, make sure you tell the crowd to come say hello to you right after the set at your merch table. This is not negotiable. You must try to drive people over there, and telling them to “come say hi to you” is about the softest sell that’s acceptable.
Then, as soon as you walk off stage, get over there. Not five minutes later, not twenty minutes later… get off stage and walk right over to your merch table. (and trust me, you’re not too cool to do this either.) I’m sure you have a friend who can help your band by taking some of the gear off-stage for you. Possibly the person who was watching your merch for you while you played? At any rate, figure it out, and make sure you get right over to the merch table, before people start to forget about you. (That can happen very quickly…usually as soon as the drink they’re currently sipping runs dry and they have to go to the bar to replenish.)
So you’re at your merch table right after the show, (or at least your main spokesperson is there… ie the one who does all the talking into the mic between songs when you play)… again, don’t just hang with friends and ignore people you don’t recognize… now is not the time for self-congratulatory post-show festivities… now is the time for making lasting connections with new fans! Don’t wait for someone to interrupt your current conversation so they can purchase something from you… be aware, greet them yourself, first! As soon as you spot them lingering… they’ll be there, about two feet back from the merch table, watching, debating what to do. Deciding whether to approach the table or not. Make the decision for them, spot them, smile and say hello! Engage them in conversation, talk to the strangers about the show if they bring it up (they will), invite them to give you their email address so you can email them bi-weekly about news relating to the band. Tell them how often you would email them, I use bi-weekly as an example. It’s also good to offer an incentive right away too… for example, “Hey, if you want to sign up to our bi-weekly e-newsletter, you’ll get a download card with two of our songs on it for free, plus we do a draw every month for a free album/t-shirt prizepack.”
Then, if they buy something, say Thank You! Wish them a good night, and tell them you hope you see them again. Make their experience everything you would want from your favorite band. And maybe you just might actually see them again after all – rocking out in the front row of your next show, with the three friends they dragged out to see you. Repeat.
