What makes a successful music event?
Putting on live music can be an easy and rewarding way to increase your sales and build a good customer base but there are things you will need to consider to get the best results. So, if you are thinking about staging entertainment for the first time or even if you are an old hand, here are our…
Top 10 tips for staging live music
Consult your customers
Putting on live entertainment for your customers rewards their loyalty and makes it a special night out. A live event will also bring in new customers so make sure you consider what type of event they might want. Ask current customers what they would like and consult them about any new ideas you have. It’s good to attract new customers but you want to keep your regulars.
Establish a regular frequency
Weekly, Fortnightly or monthly, make a plan and stick with it. It is essential to have some kind of regular frequency to make live music work to its full potential. If it’s not on a weekly or even fortnightly basis then at least ensure regularity, e.g. the first Saturday of every month. Sticking to this is important – customers will remember and expect it.
Book the right act
Be sure of the quality of the act. Take as much care as you can that you have booked an act that will build the right reputation. Try to avoid first time performers, get a recommendation or better still, go and hear the act for yourself if they are performing somewhere locally. Booking an act through an entertainment agency is a good, safe option. Though perhaps a little more expensive it is often worth that little bit extra for the assurance of quality entertainment.
Theme the event
Theme evenings really do work. They help build a reputation and raise the profile of your pub or bar. It is well known that tribute acts are particularly popular but there are so many ideas to choose from. 60’s, 70’s, 80’s nights, Rock n Roll, Irish folk nights, or Country and Western nights. The list is endless. You can theme evenings around a special drinks promotion, a themed food evening, a fancy dress night or a holiday occasion such as Halloween, Fireworks night or Christmas. Fit the music played to the theme, including the background music.
Advertise
Posters, local listings, local papers – advertise in way you can and however your budget will allow. Do not expect people to come through your doors simply because you have booked an act. Encourage the artists to supply promotional materials and seek their advice on how best to promote them. Handouts with a schedule of upcoming events are a cheap and effective advertising tool as are flyers left in local shops and public buildings. Internet music listings are also becoming more widely used.
Make it clear what’s on offer
Let people know what type of performer and style of music is going to be appearing. To simply advertise ‘LIVE MUSIC’ can put people off attending if they don’t know what to expect. If the Joe Bloggs Duo are playing on Friday night, then find out what type of music they play and advertise the evening as ‘LIVE 70’S MUSIC NIGHT with the JOEBLOGGS DUO’.
Be aware of volume
Be sure that when using an act in your premises for the first time volume will not become an issue, particularly if a drum kit is to be used. Consider noise levels in the context of your venues capacity. Nothing deadens noise like people so if you’ve got your advertising right this shouldn’t be a problem.
Time sets well
Acts often play two or sometimes three sets, so it is important to keep a tight reign on proceedings so that there isn’t too much of a lull in the entertainment. During gaps you can play background music that fits with the theme of the night or the style of the live performer.
Choose the best position for performers
Positioning is crucial, not only from the point of view of visibility and sound but also safety. Bear in mind that the sound should be relayed evenly by any amplifiers or speakers so the sound quality does not suffer. Think about power points (you don’t want lots of trailing cables) and more importantly fire exits and emergency access.
Top tip: invest in a small portable stage (you can easily build it yourself) which you can store elsewhere when not in use.
Check you have all the appropriate licences
You will need to obtain a PEL (public entertainment licence) when staging any live entertainment with more than two performers including DJ’s and Karaoke. PEL licences are granted subject to inspection by the Local Authority after they are satisfied that your premises meet safety and environmental standards. Generally the cost of a licence depends on the maximum capacity and the opening hours. A PEL can be issued on an annual or occasional basis. For more information on these and PRS and PPL licences you can contact your local PRS music advisor.
Live music will work for you if all of the above are taken into consideration. However, to reap all the rewards of staging live entertainment you will need to be committed to its success. Give it a good run and time to establish itself at your premises. You will then see the benefits that will help you to build a successful and profitable business.