Once upon a time...

An unknown band got in contact with a venue manager and asked to be contracted to perform. The manager listened to the bands’ demo, thought that the music was good and agreed that the band could play on a determined day.

The manager, wisely, offered the band two options:

In the first option, 300 tickets will be made and sold to the band by the venue. The band would resell these tickets to its’ public and would promote the show so that even more public would know and appear to appreciate the show. It was in the bands’ own interest to sell to recuperate the initial investment of the purchase of the tickets, if not, the band would end up with a loss.

The second option offered was a contract which would be signed between the two parts where the band would be obliged to bring a minimum number of paying customers to the show venue. If the public was below the stipulated number in the contract, the band would need to pay the venue the cost of the non purchased tickets.

For example, if the minimum number was 200 people and only 150 people appeared to watch, the band would have to pay the venue the value of the 50 tickets that were not sold.

Now, you may be thinking: “Whaaaat? Pay to play? Never!”

But, hold on! Any band wants a cachê to present their show. But an unknown band still hasn’t got its’ share in the market. The venue manager is measuring the bands’ share in the market by the number of tickets the band is capable of selling for its’ show.

If the venue manager in our story was to hire U2, he would be sure of a full house, and so could invest in a cache for the band. He knows that U2 has a lot of loyal fans and that these fans would turn out to see the show, which for the manager would mean elevated ticket sales and in house consumption.

A new band doesn’t offer this same guarantee for the manager. So, the band needs to take the risk involved for the event. A lot of the time, bands end up being hit (in the pocket) in their first presentations, simply because they can’t draw the attention of the public and the investment ends up more than the return.

It’s simply this. Music is a business and should be treated as such. A product (music and band) needs to be proven before anyone will want to invest in it.

So, it’s important to understand: You need to start “small”. You need to work to expand your fan base. Once you have this fan base, you will be able to close better deals with our friend the venue manager in our story.

To start your fan base, begin with a fan base within your neighbourhood, and gradually widen your space to your town and neighbouring towns. Only begin with the next stage after consolidating the previous. Your path will be long, but, done in the right way, with patience, you will arrive at your destination.

Once you have your share in the music market, the venue managers will look for you, who knows, even to perform at Madison Square Gardens!

Success.

Steve Allen

Steve Allen is consultant and music producer.
Author of "Marketing Your Music – Success Strategies", “Personal Management in the Music Industry” and “Street Teams – Expand your Fan Base”
http://www.marketingyourmusic.net

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