Do you wish to flip your subsequent gig into an unforgettable present?

In entrance of a packed crowd?

In a cooler venue?

The important thing to reserving higher gigs is true right here on this apple…

No, this isn’t an Adam & Eve reference.

As a substitute, I’d such as you to think about you’re reasonably hungry. 

If I provided you this apple, you would possibly eat it. You won’t. 

If it’s been months because you ate an apple (assuming you want apples), you would possibly scarf it down. 

Now what if I provided you two apples immediately? You would possibly eat one and let the opposite go dangerous. 

And if I promised I’d convey you free apples each Friday for the subsequent yr, you would possibly assume:

“Properly, what’s the purpose of even consuming an apple immediately? There’s at all times subsequent week.”

Plus, perhaps you’re within the temper for tacos tonight. 

The economics of… apples?

Sure, there’s an Economics lesson buried in right here someplace. About shortage, demand, inflation, and — let it NOT go unaddressed — the Common Regulation that tacos are higher than apples. 

However what does this story about apples need to do with gigs, you ask?

Let’s perform a little reverse engineering.

Greater venues have to belief you may fill ’em

Development is partially about managing perceptions. 

To be able to ebook a greater gig tomorrow, a expertise purchaser has to really feel comparatively sure that you simply’ll be capable to recreate the success they’ve already seen you obtain immediately. 

So let’s discuss tips on how to handle perceptions that your gigs are profitable occasions.

Don’t “oversaturate” your market

Audiences rally when alternatives are uncommon. 

How do you assure your gigs seem like successful? 

It ought to really feel like a particular occasion. A uncommon event.

That means: Don’t play too usually in the identical city.

Perhaps as soon as per season. As soon as per yr, even!

Each live performance needs to be a can’t-miss occasion

Shortage creates urgency.

If you happen to solely play occasionally, your followers can have a deeper craving to attend (or a much bigger sense of obligation, if we’re speaking about family and friends). 

You need ALL your gigs to really feel essential sufficient for folks to do the inconvenient stuff: commerce work-shifts, rent babysitters, make the drive. 

Even when meaning general you’re taking part in fewer gigs, those you do play can be extra rewarding for each you and your followers. And any new downtime can be utilized to broaden your tour circuit. Or produce higher exhibits. (Extra on that under).

Play venues which might be too small

Demand ought to outweigh provide. 

Oh no. Provide & Demand? 

Yep. When it comes to your tour calendar, this implies don’t play too usually in any given area. 

However you additionally ought to play in venues which might be barely too small to suit your whole doubtless attendees. This creates an environment of exclusivity. All of us wish to really feel particular, proper?

So if you will get 400 folks out on Friday, play a 300-cap room. 

If you happen to can depend on 50 folks on Tuesday, play a tiny room that squeezes ’em in. 

If you happen to assume 15 folks will present up, convey your personal PA to a bookstore or boutique or barber store and host your personal pop-up fashion live performance. These will be unbelievable alternatives to supply an intimate expertise that feels unique and uncommon. 

Groupthink is usually a good factor

Buzz = Permission.

The extra tightly packed the place is, the extra you’ll create the notion (or reenforce the truth) that you simply’re an thrilling artist. 

This is usually a little bit of a balancing act, in fact. As a result of a line across the block to get into your present is nice PR on the one hand. Alternatively, it might even be nice to have these folks as paying attendees INSIDE the venue. 

So, simply bear in mind…

Crowds stir pleasure, and pleasure grants permission to crowds.

By packing the place, you’re eradicating psychological boundaries for your entire viewers. A giant viewers will usually pay nearer consideration, go deeper into the music, and respect what you’re doing on stage all of the extra. 

Versus a half-empty membership. Or a theatre with a bunch of empty seats. Abruptly you’re introducing doubt. “Hmmm, I ponder why extra folks aren’t right here? Is the band slipping? Have tendencies modified? Ought to I really feel dangerous for them? Awkward!”

Much less gigs ought to imply higher gigs 

Redirect your assets to supply an unforgettable efficiency. 

While you’re extra selective in regards to the exhibits you play, you may spend extra time prepping for every present to make it actually particular. 

Dial within the manufacturing. Rehearse some loopy songs. Plan a secret collaboration. Decide a theme for the evening. Get wonderful outfits. Construct props. Curate a must-see lineup. Promote, promote, promote. 

The time you’d’ve spent diluting your viewers throughout too-frequent native exhibits can now be put to raised use: Making the ONE present you do play really feel just like the occasion of the yr. 

Principally what I’m saying is: If folks present up since you promised an apple, give them a taco! 

Conclusion

The purpose of this text was to introduce a bit psychology and economics into your reserving technique.

If you wish to begin taking part in extra wonderful exhibits, simply bear in mind:

1. The ability of rarity, shortage, and urgency. Don’t play too usually in a single city. Extra folks will attend the gigs you DO play. 
2. Select smaller venues to create the impression of demand. Make every gig really feel unique and thrilling, and your viewers will benefit from the present much more. 
3. Spend the time to make every present really feel like a particular occasion. You need your followers to not solely bear in mind the live performance, however to maintain speaking about it.

If you happen to do all these issues, it gained’t be lengthy earlier than larger venues, notable expertise patrons, and native promoters begin approaching you. And when you’ve confirmed that every one your native gigs are successful, perhaps it’s time to associate with one in all these entities to scale-up to larger and higher performances.