How to Nail Your Concerts? (What to do Before, During and After)
Book your next concert date: check.
Now you may be wondering how to make the most of this event for your music project. How to fill it in and make it profitable?
Indeed, the objective is not just to play and have fun. It is also about actively promoting your news, giving the best first impression possible once on stage and making sure that the room and the audience remember you for the right reasons.
Thus, in this article we will see in detail what are the different points to improve before, during and after the concert in order to obtain the best return on investment.
We will assume that the concert date is confirmed with the programmer and that all logistical details are settled (setlist, remuneration, first part(s), equipment, organization, merchandising, etc.).
Now, what do we do?
1. Promotion of the concert
Some time before the concert, we will make sure that the fans in the region are informed of the upcoming show.
After all, our first goal is to fill the room to play in front of as many people as possible.
To do this, we will first send a targeted newsletter to local fans.
And for good reason, as we have seen, it will be much easier to reach your fans by sending them an email rather than trying to contact them only via social networks.
That’s why you absolutely must have a list of your fans’ emails.
All emailing tools allow you to send emails based on the geolocation of the subscriber.
Simply target the city and surrounding area, send a first email one month in advance and then a reminder a few days before the date, sharing new promotional content each time.
Of course, we will then promote the concert on all social networks, so that fans will be aware of it, no matter what platform they are on.
We will create a Facebook event (if the room or promoter does not already create one) in order to regularly share news (video, photos, press, announcements, surveys, etc.).
But above all, we will communicate directly on your Facebook wall (and on other relevant social networks) about this date, for example by sharing a teaser (editing live sequences in the same configuration or a simple video ad), a photo of the rehearsals, the setlist or the corresponding flyer.
This will be all the more necessary as the concert date approaches to intensify communication on this subject. So be creative in the way you approach this promotion!
Targeted publications and advertising
Similarly, if this is a major concert for your career, don’t hesitate to boost your publication, or even create dedicated ads to attract new fans from the surrounding area to your show.
In fact, even if you don’t use paid advertising, you can still geographically target your organic publications so that they are always more relevant and engaging.
Your fans in Marseille don’t need you to constantly tell them that you’re going to play in Strasbourg.
It costs nothing and gives good results on the target population.
How about a competition?
If you want to please your great fans, ask them to share your ad in exchange for the chance to be selected to win an exclusive prize: free tickets for your concert, a meeting with you, free dedicated merchandising, etc.
You can do this on all social networks and use the viral power of the Internet to drive word of mouth around your event.
Thereafter, we will try to contact local influencers, for example blogs, the press or radios.
However, you have to do it well in advance, up to 2 months before the concert, if you want your news to be considered by journalists.
If you can get some visibility through them for your live show, you will have a better chance of filling your room and attracting new faces.
In the same way, the relay will allow you to communicate in an original way with your fans in order to make them more and more impatient.
2. The concert
It’s the big day! It’s time to unleash your passion and thrill your audience.
It is time to show spontaneity and creative madness in order to make this concert a unique and timeless moment.
But that’s not all..
First of all, what we really expect from you is… to be on time.
Being punctual means above all that you respect your interlocutor and that you give value to this opportunity you have to play in this room.
This is essential if you want to be remembered as a professional.
In the same way, be polite and in a good mood. You need to show yourself at your best if you want to make a good first impression, both in front of your fans and the staff.
In particular, we will pay particular attention to the sound engineer who is the person who will have the greatest impact (outside your group) on your final performance. He fully deserves your appreciation and gratitude.
As a general rule, try to be as smiling, pleasant and positive as possible with the other artists, your fans and the staff, and thank them publicly each in turn during your show.
Interaction with the public
Do you want to make your concert unique and memorable? One of the best things you can do is to involve your audience in your titles.
This can be done by asking them to sing with you, clap their hands in rhythm or do all kinds of things (turn on the flashlight on smartphones, jump, sit, repeat the words, mosh pit, etc.).
It is up to you to find original ways to involve them at different times during your set.
Don’t you see yourself asking your audience for such things? It’s all about repetition and habit.
As with your songs, your stage presence is all the more fluid and natural as you gain experience and practice.
Therefore, at each rehearsal, I strongly invite you to play as if it were a real concert, i.e. including transitions, intro and outro, but also interactions with the audience.
Merchandising and emailing
You bring all your fans from the region together in one place and let them go once your concert is over? What a waste!
And for good reason, you still have things to offer to the most involved fans.
But to do this, don’t forget to redirect your audience to the merchandising table after your performance.
Indeed, during your set, I encourage you to promote your latest musical product, letting your audience know that they can find it (and the whole group) after the show at your merch’ table.
At another time, you will also be able to indicate that the next track you are going to play is available for free download for those who decide to subscribe to your email list.
In this case, simply bring back a tablet (with a spreadsheet application or dedicated app) so that interested parties can easily register.
At the end of the concert, go to the merch’ table to greet your fans and encourage them (indirectly, of course) to subscribe to your email list or buy merchandising (signed?).
Don’t make the mistake of joining the backstage too early when your great fans want more!
Be accessible, within their reach and show them that you care about your community.
3. After the concert
In the days following the concert, you must highlight this date, capitalize on it and learn from this experience.
Your online presence
Start by simply thanking your fans, the venue and other bands on social networks and by email for this concert, and don’t hesitate to mention their pages so that they are notified.
They will eventually be able to notice this and share your publications.
It is also an opportunity to share photos and videos of your concert, either taken by yourself or by your fans.
This allows you to show people who were not present what they missed and what they can expect for a future concert.
You can even shoot a new video to thank your fans for getting involved. They will appreciate it.
In addition, it is time to update your website and concert list. Indeed, neither your fans nor the pros like to arrive on a page indicating inaccurate or outdated dates.
Debriefing and evaluation
It is also time to evaluate your concert. If you have the chance to film your performance, you can learn a lot about your stage presence:
- Can you improve your dynamism?
- Your interactions with the public?
- Your transitions?
Video allows you to take a step back. However, if you want to go further, you must ask for feedback directly.
You can first give the floor to your fans, by asking them just after the concert or by sending them a form via a targeted email.
But the best thing is to ask a professional, who has experience of the scene and above all a certain objectivity.
Ask the room staff what they thought of your concert and what could be improved.
At least you will be sure that these people will not try to please you in the same way as your fans, friends or family.
Of course, not all comments are interesting to take into account. But if some constructive opinions come back several times, it is certainly because you will have to adjust your live afterwards.
What in particular needs to be assessed?
- The setlist: its relevance, the audience’s reaction, the order, the length, the titles that work or not, etc.
- Your stage presence: your self-confidence, your communication, your creativity, your spontaneity, your exchanges with fans, surprises, etc.
- The technique: failures, material, visual aspect, transitions, etc.
It is by constantly evaluating these different points that you can make your concerts better.
It’s certainly not the first thing you consider after coming out together, but it must become a habit in the same way as the rest.
In the days to come, make sure you meet with the other members of your music project to do a debriefing.
The other members will certainly have some interesting ideas to share with you and this will be a good time to watch your live video, if you have one.
In addition to thanking the staff and other artists after your performance and on social networks, I invite you to repeat by sending them individually within a week of receiving a new email.
Thank them for this opportunity and show them that you are open to any proposal and available to collaborate again.
Feel free to compliment them on an aspect of their service that you appreciated.
This email will give you much more chances to work together again, so don’t move on right away and send it!
Now all you have to do is go there and use these tips for each of your concerts.
As they improve, you will attract more people and have more opportunities to perform on stage.
Of course, it’s work to put this in place, but it’s the best way to develop yourself through the stage over time.
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