|
| |
TAG: "As always, the corporate labels have no skills for
"Capitalizing
on High-Profile Gig$"
By Kenny Love
Gigging musicians
can become so caught up in the normal "work" syndrome
that,  when
a highly publicized and well paying performance opportunity comes
along, they become so concerned with the performance aspect that
they completely forget about doing their part to promote it.
And, regardless of how well paying the gig is, they
unknowingly and potentially, lose a tremendous amount of peripheral
income in the process. So, allow me to show you how *not* to
do so...
The next gig that you have, that is in a fairly decent sized
metro area, or is a major event, consider contacting a popular
retail music store in the area, in the interest of adding more
income to your opportunity.
You could do an in-store performance, on the day of your main
performance, in stores that allow for such and would welcome it as
an attractive added feature to their normal blasé traffic.
And, it would certainly go over well with the record-buying
public, not to mention serve as a perfect opportunity for you to
introduce yourself, while selling additional CDs, even before your
performance.
10 Steps to Use:
Let's say you are a Kansas City-based act, but have just
gotten a gig in St. Louis, which is a few hours away (be sure the
gig is already under contract and is a done deal first).
1.
Contact a retail music store in the St. Louis area, starting with
the chains. If chains are not receptive, move on to smaller
independent stores that are likely to be
interested.
2.
In a large metro area, try to choose a store that is centrally
located (usually in the downtown area) that will allow for equal
access for all potentially interested
attendees.
3.
Call up the store manager, informing him on the date and time of
your main appearance, and requesting to know if you can arrange a
prior in-store performance on the same day (an hour-long performance
or so, should be good enough).
Note: If you manage to secure a store gig, don't drag in the same
amount of equipment that you normally require on stage but,
otherwise, use the 'bare bones' amount that you need, in the
interest of the store's smaller space and
acoustics.
4.
Also, inform the manager that this will be a no-cost performance to
both the store and its customers. Offering a freebie will
dramatically increase your chances of a
store performance, as well as allow the manager to promote a FREE
performance to his customers. And, as human nature readily
subscribes to "free," you will naturally draw a larger
audience.
5.
Give the manager your web site (which, hopefully, you have your
music in "streaming" format, and not in MP3 time-wasting
downloads) so that he can listen and review your material in
advance.
6.
Also, offer to send out a press kit, in the interest of product
credibility, and so that he can see that you are a "real"
artist, with a commercially released recording, and not simply an
artist with only music files, and no actual product (hopefully, you
also have a bar code on your CD).
7.
Also, offer to send fliers that are customized for the store
performance, which include the store's name, address, telephone
number, date/time of performance,
your own web site address, small versions of both your CD cover and
photo, and any additional information that might be important.
The fliers should be simple 1-page 8-1/2 X 11 hand-outs for
the store's customers. Consider sending a couple hundred, or
whatever amount the store manager desires.
You should be able to easily design these on your PC, then have a
master copy duplicated at a copy shop if you do not also have a
color printer.
The good thing about the flyer promotion, is that you don't
now need to rely solely on the store to promote your appearance, and
it will also eliminate any additional work on store personnel, as
customers can simply pick up a flyer from the counter on their way
out.
Also, be sure to plug the event where you are playing at the
bottom of the flyer (as long as it is a public function and *not* a
private one). As people are busy, or tend to forget, doing so
will give them two opportunities to see you perform.
8. Also,
ask the manager if he will consider making your music available for
sale while you are performing, in exchange for a commission or
percentage of each sale.
Most likely, the manager will have no problem in doing so
and, your resulting performance, audience reaction and sales, might
also lead to the store desiring to carry your music on a regular
basis.
As well, and if you can afford it, have a counter display
made of your act's photo (usually, these are 1-2 feet cardboard
cut-outs that outline your photo silhouette), and that can be placed
on the store's counter as you perform.
This display will allow your audience to make the
"visual" connection, particularly, in large music stores.
All in all, the absolute best reasons to already have a bar code.
9.
On the chance that the manager will, indeed, be interested in
carrying your music, be prepared and ready to do business by having
your own consignment form with you.
There is a possible chance (depending on the store) that it
will carry its own consignment form. But, whether it does or
not, having your own form will present you as business oriented.
10.
If time and the event permits and, again, if the function is open to
the general public, and is not a private one, consider contacting
television stations, radio stations and press publications in the
gig area, in the interest of having them either review your in-store
appearance, event performance, or both for local news coverage that
will further serve to help you sell even more music, and for a
longer period of time in each of such gig areas.
Editor's Note:
Kenny Love is extensively involved in the Music industry, in several
capacities. Receive more detailed information on his Music
industry services for musicians with requests to aboutkennylove@getresponse.com
and
klmubiz@getresponse.com.
|
|
