CONVERSATION VS. BROADCAST

I’m sure you’ve seen it before.

A popular artist is starting to be a liiiiittle more active on their socials than normal. Or maybe they start a senseless twitter storm with some off the wall comments. Or better yet, start a “I’m probably not going to win, but the publicity is worth it” rap battle with Eminem.

You might catch yourself thinking, “where did THAT come from?”

And then hint by hint, piece by piece, the ulterior motive is finally revealed…

“MY NEW ALBUM HITS SPOTIFY NEXT WEEK!”

Aaah. So, you’ve been gone for 4 months and now you’ve got something to promote. Got it. And on the cycle goes for so many major stars and thousands of indies who follow their lead. 

That tactic is a very one-sided approach to social media. Mainly, it’s only focusing on promotion and that’s one of the quickest ways to turn off new fans and tire out existing ones. 

According to this 2019 study by Sprout Social, “too many ads” (43%) and “too many promotional posts” (35%) were two of the top reasons why users would unfollow brands. 

So, what can you do to keep your followers tuned in? Another way to ask the question is this: how can you be the content and not the commercial?

The best way is to be consistent and one of the easiest ways to stay consistent is to create your own series. Seriously, there’s no reason you can’t establish your own bingeable content online.

++ 3 Types of Consistency That Will Lead to Social Success

Not to say it’s really easy to do, it will take work. But it used to be extremely difficult and very expensive to reach a large audience of people. But now with the popularity of social platforms, that’s no longer true. 

In fact, think about this….

Any one social platform has more than enough of YOUR target audience to sustain your passion full-time for the rest of your life. 

Any ONE social platform has more than enough of YOUR target audience to sustain your passion full-time for the rest of your life. 

No, that wasn’t a typo, I just thought it was important enough to repeat. With that in mind, let’s create a vehicle for you to share your music and your message consistently. 

Let’s create your series. 

Or if you already have a regular show or weekly post you deliver, drop a link and let us know in the comments! We’d love to tune in!

A SHOW IS BORN

First of all, let’s mention delivery. Your show could take on any number of formats, but let’s just acknowledge the wide-reaching benefits of video. If you’ve got the personality and ability to be on screen for your series, all the better.

But be realistic. While video is the medium that will have the best chance at a wider audience, you still want it to have energy and provide some sort of entertainment value for your fans.

With that said, here are 6 things to consider when developing your series — 

Is it conversational?

Conversation is an effective way to connect with your fans that encourages them to come back. A few ways to accomplish this?

• Be authentic. Social media was intended to be a conversation not a broadcast. Think of it more as “here’s what I would say at a house party” vs. “this is my pitch on the radio.”
• Talk directly to the audience in your main content. If it’s video, you can have a dialogue with viewers throughout the videos, or only in a certain portion.

Los-Angeles based H’Atina Gillard goes live every Wednesday with a “Happy Humpday” video with her Facebook fans. It’s consistent, conversational content that her fanbase has come to expect (I should know, I’m one of them). And more often than not, it’s just a word of encouragement with occasional show updates tagged on as well.

Is it accessible?

When making new content, consider that not everyone will have seen your previous episodes or posts. Your latest upload might be the first thing they’ve ever seen from you, so keep these ideas in mind…

• Don’t tie each post to the last one. You want to have them make sense on their own without needing a backstory.
• Refer to other episodes in your post or even link to them. Help fans consume more content and make it easy for them to fall down the rabbit hole.

Basically a good rule of thumb is: try limiting any season long story arcs!

Is it interactive?

One of the unique advantages of social media is that you can give your audience the chance to participate in what you make. 

Our friends in the Midwest Originals out of Indianapolis IN have had recent success with their “Name That Tune Tuesday” videos. Each Tuesday they upload an easily-edited video with 3 musical riffs and see if their fans can name them.

Each video ends with ain interactive call to action: Let’s see who’s got the fastest ear! 👂🎸🤘🏼

Other ways to consider making your series interactive…

• Ask questions directly. You can respond to their answers in comments or in a subsequent video.
• Ask the audience to submit ideas for future videos. Like taking requests in a poll on which songs they’d like to see you cover.

Is it sustainable?

When you’ve found something you enjoy that resonates with your fans, your goal is to maintain that interest over time. 

Note – your series does not have to be you in front of a camera performing your music. It CAN, but don’t limit yourself!

Here are some ways to come up with a sustainable idea:

• Make it easy to produce. You want to come up with an idea that you can complete fairly easily and relatively quickly. The harder it is to make, the less likely you are to make it.
• Be realistic. Understand what tools you need to produce each episode of your series. Consider how often you intend to add new content and compare that to your other goals and expectations.

Is it consistent?

When it comes to consistency, you want to consider more than just a consistent publishing schedule. Think about the format, branding elements, personalities, and tone.

Putting out a series of random and unrelated videos will do more to confuse your audience than it will to connect. Here are a few ways to think about consistency…

• Branding. Try coming up with a well-branded idea that can sustain interest over several episodes.
• Consider publishing videos on a certain day of the week (or even multiple days) to help set the expectations for your fans.
• Feature a consistent format or personality. The person or people in the video don’t have to be identical, but it will help. 

Also, don’t get bogged down in irrelevant things like hierarchy. If the band leader isn’t the most charismatic person in the band, that’s ok (I’m talking to you quiet, reserved band leaders). You do you and lead the band, make the setlists, and ensure nothing’s funny with the money.

If you want to start a “behind the scenes” series and your bass player is the one with the on-camera personality, let ‘er rip!

An awesome example of inspiration and showing up consistently is the Nashville TN artist Dawn Beyer. She shows up several times a week with a virtual tip jar and performs original music in “Beyer’s Backstage Bar” for her 92k fans on Facebook. 

Which brings up one other point… 

Are you inspired by the idea?

Regardless of who is on camera or creating the posts, you’ll want your videos to be seen as authentic—and this comes naturally if you’re truly inspired. 

Avoid making content just because you think they’ll be popular. In the long run, creating videos you don’t want to make will most likely lead to frustration and you’ll just stop.

SERIES IDEAS AND DELIVERY

Now you’ve got a checklist of things to consider, let’s get the idea down for your show. What concepts can you use or spin off of that will connect with your fans and keep them tuning in?

• Start your own online concert series — do you have a creative way to turn your practice space or living room into a “virtual venue”?
• Record behind-the-scenes songwriter sessions – show us your process of writing songs or collaborating with other writers
• Entertain your fans with a recurring contest — Name That Tune Tuesday is a great example but could also easily be done with a poll
• Sharing inspiration — instead of posting a quote image, make it a video and offer your take on the quote
• Share a weekly post from a non-musical passion — are you into something else creative? 
• Do you practice once a week with your band? Take us there and let us know what you’re working on.
• Do you have a recurring house gig you play on a regular basis at the same venue? Make us a part of it.
• Did you figure out a reason to buy gear every week? Take us with you or do gear reviews.

Although the examples we shared happen to each be on Facebook, there are multiple ways you can deliver your series. Consider what is easiest for you to maintain AND where your ideal fans already are.

• Create your series on Youtube
• Make a podcast with Anchor
• Start a series on Facebook Watch
• Go live on your Instagram
• Develop a branded Twitter chat
• Create a post on ANY social platform

++ Host a Gig in Your Own Space

THE CHALLENGE

Start something. Start anything that shares your story, your music, YOU on a regular basis. It doesn’t have to be daily or weekly, but set up a consistent schedule and BE THE SHOW that your audience tunes into on a regular basis.

Entertaining your fans starts waaaaay before you get on stage. 

So the scene is set — you’ve got no gatekeepers in your way. You’ve got access to fans and distribution channels on which to share your message. The only thing left for you to do is set up your series and…

SHARE. YOUR. GIFTS.

Don’t forget, if you already have a regular series drop a link in the comments!

———————

Leonard Patterson is an avid fan of all things New Edition, an indie-focused booking agent, a frequent hi-fiver, and a certified digital marketer. Since stepping off stage as a band manager/front man of a 6-figure party band, he launched Indie Band Coach with a mission to help indie bands reach more fans and book more gigs. When he’s not working, he’s most likely at a live music event, analyzing Marvel movies, or soaking up vitamin D at the beach with his wife and son. 
Want more fanbase and social media tips? Subscribe to the Indie Band Coach YouTube Channel and keep your eye out for “The Weekly Social” series starting in March.

Photo by Zan on Unsplash

“LUNCH AND LEARN”

I was pretty nervous walking into the Bella Vita Ristorante for the first time with my band’s promo pack. I was a new bandleader and didn’t really know how to book shows or even lead my band that well honestly.

But this particular day was my first official trip to try and pitch us. So, I remember they opened at 10:00am, so I thought going in around 12:00pm or so would give them time to “get open” and I could talk to the guy who booked the bands.

It was one of the few places in town that had a regular rotation of r&b/soul/dance bands so I at least knew we’d be a good fit musically. Unfortunately, being my very first attempt at booking my band — let’s just say, it didn’t go very well. 

The main reason? 

They were indeed a restaurant more so than a music venue, and 12 noon was the height of their lunch rush. It seems so obvious now, but basically that translates to the absolute worst possible time to sit down and talk business!

Lesson learned.

++ How to Book A Gig on Gigmor

As a musician and bandleader, your professionalism will be judged off stage as much as your time onstage. And since I don’t want you to feel any more nervous than you might be already, here are some things to consider before you reach out to a venue…

5 THINGS TO DO BEFORE YOU COLD-CALL A VENUE

⁠⠀

1. Audit YOUR social media. You already know the first place they’re going to look once you do get in contact with them. They’re going to check your social media accounts. The first thing you should do — and be doing on an ongoing basis — is focusing on your engagement.

Are there things on social that should be taken down? Is there enough actually on your page to paint a good picture of the band? I’ve seen a ton of bands sending out links to their Facebook page asking for booking, only to visit the page and can’t find any music or video.

👉🏼 Put yourself in a booking agent or club’s shoes and ask: “would YOU hire YOU?”

2. Audit THEIR social media. Here, you’re looking for a few things. You’ll want to observe what other bands have played there and if you can see signs of the crowd. Almost as importantly too, you’ll want to observe how much they promote their current shows. If their promotional efforts are non-existent already, chances are that probably won’t change for you.

👉🏼 Check their events tab for any past music nights as well as the videos tab. These will be good indicators of their involvement.

3. Find the rules and follow them. Stalk the club’s website and find their preferred (or most engaged) method of submitting music or press kits. Does the venue have a website form? Can you tell if they accept inquiries through Facebook messenger? Maybe they’re old school and prefer you drop-off a cd or thumb drive?

👉🏼Anticipate it all. Meaning, when creating your press kit, make it available in all formats — a page on your website you can link to, a downloadable PDF, a flash drive, a print out, etc.

4. Attend a live show: Yes. Go there if it’s at all possible. Attend a show on a night you are anticipating playing there (i.e. weekend or weeknight). Observe the vibe, the crowd, the service, and spend some money on drinks and food. This will give you a chance and a reason to talk to the bar staff and find out what bands they like (and why). 

It may not seem like it, but you’re actually “interviewing” the club as much as they are you! 

👉🏼If you do make it out on a scouting trip, don’t try to talk business if they’re busy (see lunch and learn above). 

5. Check their schedule. Assuming your research has provided some good info and you’re all set to book, one final tip. Check their schedule and already have at least one date that matches up with a whole in their calendar.

Of course, sometimes the booker or club owner is more up to date than the website, so do try to have a few dates available that would work for both of your schedules.

👉🏼 Be realistic about your pitch. It’s one thing to “feel confident” you could get people out, it’s another to have a track record you can rely on. 

As far as the Bella Vita goes, the good news is that I eventually met with the club’s booker and our band eventually got in a regular monthly rotation. 

In terms of booking, I found that the more prepared I was, the less nervous I was about my meetings with venues. That’s what I want for you!

So whether or not you found the venue on your own, or through opportunities with the 2000+ venues on Gigmor, just know that a little research and a well planned reconnaissance mission can go a long way. You got this. ⁠

———————————————————

Leonard Patterson is an avid fan of all things New Edition, an indie-focused booking agent, a frequent hi-fiver, and a certified digital marketer (yes, in that order). Since stepping off stage as a band manager/front man of a 6-figure party band, he launched Indie Band Coach with a mission to help indie bands reach more fans and book more gigs. When he’s not working, he’s most likely at a live music event, analyzing Marvel movies, or soaking up vitamin D at the beach with his wife and son. 

Want more fanbase and booking tips? Subscribe to the Indie Band Coach YouTube Channel.

HOW FAMILIAR DOES THIS SOUND?

Book a gig.

Create a Facebook Event.

Share it on social media.

Post it on your website.

Share it on social again….

Book another gig.

Create another Facebook Event.

(you get the idea).

For most of us, by default, that’s our entire promo strategy. Honestly, that’s all we have time to do in a given week. In some ways, we’re so conditioned to think because there are so many people on social media, that should be enough!

According to a study done by MusicWatch, 90% of the 3.7 billion social media users engage with music or musicians – by viewing videos or posts featuring musicians, liking or sharing a musician’s post, discovering music or sharing music.

Unfortunately, we are not living in the classic film “Field of Dreams.” No matter how awesome our music is or great our stage presence, just because we build it, does not mean they will come.

With that amount of traffic online also comes a hefty competition for people’s attention. So while you should definitely have a social media strategy on social, don’t underestimate the power of search engines. 

The ability to be where your fans (and potential new fans) will be looking for entertainment this weekend should also be an important part of your marketing tool box. 

Mobile searches for “things to do/activities” + “near me” saw a 6X increase over the last 2 years.

++ “Live Music Near You” Alerts via Gigmor

THINKING OUTSIDE THE BOX

As I mentioned last week in my interview, my band hit the scene prior to Facebook and social media really being “a thing.” We were forced to be creative in how we promote shows. Some of that included offline tactics, while others included finding out where live music and other shows were already being listed. 

Here’s the thing: Your live show and your music need to be heard and there are fans out there waiting to be entertained and inspired by exactly what you have to offer. 

Let’s take a minute to explore some sites — other than Facebook, Instagram, and Twitter — that you should consider adding to your promotional strategy. Before we dive in though, a quick Q&A. 

Q: Should you try to use all of these sites? 

A: Probably not. Some of them might even aggregate into one another, so take some time to look into that.

Q: Should you do a little research, especially on your local level to see what sites list live local music? 

A: Yes. Again, this is not to replace your social strategy, but to expand it. If you don’t have time to do anything other than a Facebook event, that’s fine. Create the event, then delegate to a band member or family member to transpose that info to one of the following sites.

7 PLACES TO PROMOTE SHOWS

Here are 7 places to promote your shows/create events that aren’t social media…

1. AllEvents.in – A widely-popular event aggregation platform
2. Eventbrite.com – High-traffic ticketing website that seamlessly integrates with Facebook, Instagram, and Spotify
3. Eventful.com – boasts the world’s most comprehensive selection of local entertainment content
4. EventsNearHere.com – is designed to help people find or promote shows.
5. Evvnt.com – a growing event marketing automation platform aggregating to 4,500+ event listing sites
6. Nextdoor.com – considered the neighborhood hub for the exchange of helpful information, goods, services, and local events.
7. Meetup.com – a platform for finding and building local communities

EVENTBRITE

Some of the event sites will allow you to add tags or keywords to help fans find you. We’ll use Eventbrite.com as an example. It’s one of Google’s most trusted websites, and has the highest domain authority of any ticketing site. You can also sync your Eventbrite gigs to Facebook, Instagram, Spotify, YouTube, and more.

You will have 10 tags you can add when creating your event – use them! Here are some examples to spark ideas.

• Things to do in [your city]
• [Your city] events (or concerts)
• Things to do near me
• Live music this weekend
• Live music near me
• Things to do tonight
• [Your genre] music this weekend
• [Your genre] concerts this weekend
• [Your city] [your genre] near me 
• What to do this weekend (or tonight)

Want even more ideas for tags to use? Consider predictive keywords to get ideas and find the most commonly searched terms in your area.

You can see this full post on our Instagram

Ticketing and event sites like Eventbrite help your event rank higher in Google searches. They can be a great way to promote shows online without spending money on paid ads on Facebook. 

Just be sure to research their fee structure. Several of the sites will be free to join, but will take a % of ticket sales, or perhaps add on a processing fee. 

Eventbrite Fees (US)

• Essential Package: 2% + $0.79 per sold ticket

• Professional Package: 3.5% + $1.59 per sold ticket

• Premium package: contact the Eventbrite sales team

• Eventbrite Organizer tickets at the door: $1 per sold ticket

• Eventbrite Payment Processing Fee: 2.5% per order

They also include a payment calculator. Put in your ticket price, choose your package, and pass on fees or absorb them. Then see how the ticket price changes.

Most sites will not charge if you have a free event and just want to get the word out. Just be sure to look under the hood before you spend time incorporating this into your promo plans.

PARTNER WITH YOUR VENUES

Lastly, don’t forget to partner with your venue. Ask the talent buyers, club owners, promoters where they list their events and entertainment. If they don’t, then you’ll still come off looking like a professional by asking the right questions.

Best case scenario you find out the specific local newspapers, community boards, or local radio stations they advertise with already.

++ How to Partner With Your Venue and Promote Like a Pro

++ Booking Bands on Gigmor with Your Talent Seeker Account

Even after you use Gigmor to book a great show with one of the 2000+ venues, your work has only begun. Now is the time to think (i.e. promote) outside the box. It’s already hard enough getting people to shows, don’t ALSO make them work to find the details. Obviously, you want to take care of the basics — your website, your socials, and your email list. 

Once you’ve got those bases covered though, think about where your fans will already be looking for live music and entertainment — and be there when they get there!

———————-

Leonard is an avid fan of all things New Edition, an indie-focused booking agent, a frequent hi-fiver, and a certified digital marketer  (yes, in that order). Since stepping off stage as a band manager/front man of a 6-figure party band, he launched Indie Band Coach with a mission to help indie bands reach more fans and book more gigs. When he’s not working, he’s most likely at a live music event, analyzing Marvel movies, or soaking up vitamin D at the beach with his wife and son. 

Are you in LA/Southern CA? Join Indie Band Coach at an upcoming live marketing workshop.