Organization of concerts as a business today is not only interesting, but also extremely profitable. Just think: doing this kind of thing, you can kill two birds with one stone - get money and enjoy listening to your favorite music.
What qualities do you need to have to organize such a business?
It should be noted right away that the organizer of concerts is not an easy profession. Firstly, it requires a lot of time and effort, and secondly, a person who is engaged in such a business must have certain qualities. First of all, we are talking about stress resistance.
After all, in order to make the organization of concerts a business that brings good income, you will have to communicate with different people. Including with the stars, as well as their producers and representatives. Some of them are quite pathos personalities.
In addition, before becoming a concert organizer, you should understand that shy and unsociable people have no place in this area. After all, you will need determination, a healthy amount of perseverance, competent speech, as well as the ability to quickly make the right decisions.
Do you think that such a thing is up to you? Then you should learn more about how to organize an artist's concert and make money on it, where to start and how to please the performer and the public.
Before you organize an artist's concert on your own, you should decide what kind of event you are going to hold. Will it be a performance of one famous person, a group, an ensemble or a festival with the participation of several performers. Only after that you should start thinking about how to start organizing a concert. Here are some simple guidelines to help you make your dream come true and make money while doing it:
- You should start, of course, with the choice of a suitable site. Don't get hung up on one option. If you organize such an event in your city, do not be too lazy to meet with the directors of clubs and halls in person. Discuss rentals, inspect dressing rooms or other facilities that will accommodate artists.
- Contact the director, producer or other representative of the performer (musical group). Contacts of these people can be found on the Internet on the official website or on the covers of discs. Discuss with representatives of the stars the size of their fees, the rider and other nuances.
It is worth noting that initially it is better to opt for little-known performers who are in demand in narrow circles. This experience will be enough before organizing a concert of a star or a group that literally gathers stadiums.
First steps
Prepare a detailed commercial proposal that you will need to find sponsors. This happens according to the following scheme. The space you rent for the duration of the concert belongs to you, which means that you can attract sponsors by placing advertisements in the hall, on the stage, and so on. In addition, you can invite representatives of certain companies to run promotions and other promotional activities. With agreed sponsors, be sure to conclude an agreement.
Before organizing a group performance, you will need to take care of an advertising campaign. Put up posters, advertise in the media and social networks, distribute free flyers to high school students and students, which will also help you spread the word about the upcoming event.
- At least ten days before the event, hold a press conference with journalists. You can also distribute invitations and flyers, organize a small buffet, and provide representatives of the fifth power with all the necessary information that will be needed to write articles and release reports on TV and radio.
- Before organizing a concert in your city, take care of the calculations and distribute in advance the funds that will be received from the sponsor. It is necessary to immediately calculate the profit, as well as the fees of the stars and the wages of their assistants.
- On the long-awaited day of the concert, try to personally receive the stars on the site and see them off after.
Now you know how to organize a concert and where to start. Do not have high hopes for the first profit - perhaps it will not be too big. But the first organizational experience you get is worth much more.
As a rule, promoting your own creativity takes no less effort than creating it. So don't expect the audience's attention to fall on your head on its own. Think about how to organize a concert, collect information about how creative people in your direction did it, for whom it really helped. After all, you don’t want the works created on the wave of wonderful feelings and lovingly improved by labors to gather dust on a shelf or in a drawer.
One spirit will not be full
The attention and love of the fans is a wonderful thing that every artist aspires to. Even if you are primarily interested in purely creativity, it is always nice to see that your ideas are shared. It is especially valuable that there are like-minded people nearby, and you are the spokesman for their feelings, and in a sense they are grateful for this.
Many artists make art for themselves. But if you ask if they would like to speak, many give a positive answer. The same goes for money. A novice artist needs to figure out how to organize a concert in his city and recoup the effort with some bonus.
Ideally, each person should do what he loves. If this is music for you, figure out how to make a dream come true, and a hobby into a profession. All of us humans are interconnected. So without the support of the public, you are unlikely to be able to become popular and rich, no matter how technical and thoughtful your compositions are. The masses need to be able to interest. You can hold both a solo concert and a joint concert with some well-known or the same beginner group.
Where to begin?
In order to understand how to organize a band concert, even the most exalted minds will need to get down to earth and look at the issue from a purely practical point of view. You will have to negotiate with many people, learn how to solve organizational issues and understand the wishes of others. If by nature you are not only a creator, but also a talented leader and organizer, you will be able to understand how to organize a concert.
It is necessary to think over the type of event: it will be a solo performance or a festival. To achieve success, to see an enthusiastic crowd in the hall, and not two half-asleep beer drinkers, you need to figure out how to properly organize a concert. The event must be of high quality and original in order to win positive ratings and attract attention to you in the future.
First steps towards the goal
Let's say you already have a rough idea of what the upcoming event will be like, you can organize a concert in a club or in an open area. Now you need to carefully consider the list of speakers, take care of good advertising. Of course, if you do not yet have a producer ready to help financially, you will have to resolve this issue on your own. Nobody said it would be easy. But this is your dream, so fight for it.
How to organize a concert of an artist if he has little material and few people know him? It would be good to enlist the support of more experienced and beloved by the public musicians. Of course, they must also have good reasons to perform on the same stage with you. This is either a fee that you share with them, or other interesting conditions. If you are on the same level, it will be a mutually beneficial transaction, in which both the costs with liability and the profits can be divided equally.
If you really are not very experienced yet and are thinking about how to organize a concert, it is better to gather musicians who can hook you more not with their image and promotion, but with originality. In general, those who are in approximately the same conditions as you. They may already be famous in your city, but not big stars on the national scene. It is with such people that it will be convenient for you to go shoulder to shoulder and learn from their experience. At this stage, the most important thing is to organize everything qualitatively so that they want to see you again.
Specify the place and time
How to organize a band concert will become clearer when you agree with the club managers on the time of your event. If you don't know how to contact them, check out their official website. You will most likely find all the information you need there. You need to talk with the administration about the place where the event will be held. Also important details are the fee, form of payment, requirements for speakers. The date must be agreed in advance. It is advisable to prepay in advance to avoid force majeure.
The location must be chosen very carefully. Carefully study all possible options, find out how much you will need to pay for the rent, how many people will be able to go there, whether the transport interchange will be convenient. Ideally, if there are bus stops, fixed-route taxis or metro nearby. Remember that in the event that the concert is not scheduled for the weekend, you can negotiate a discount with the owners of the institution.
Get Support
How to organize a concert without significant damage to the wallet? In such cases, it is best to have a sponsor. Music and art are also in their own way a commodity, the subject of bidding, purchase and sale transactions. So your work must be presented in the most favorable light.
You or your patron will have to spend money, but there are many ways to cover part of the costs. For example, by renting a bar, you can become a subtenant and provide advertising services using the premises, toilet cubicles, stage surfaces on the side and back. You can also hold contests and promotions, allow flyers to be distributed during the event, and sell goods in specially designated places. Even on your own poster for a fee, you can place someone's text, promote audio and video advertising, take some time for a press conference.
Spotlights, stars on the stage, excellent sound, happy listeners and, of course, fabulous fees - this is exactly how the work of the organizer of concerts of popular pop groups and performers seems to many. Indeed, what could be better than creating all the conditions for holding show programs, inviting famous musicians, enjoying their performance, and even making decent money on it?
The dreams of many aspiring managers and businessmen collapse like a house of cards when faced with a number of difficulties: finding performers, renting concert venues, holding promotions, selling tickets, fulfilling the conditions of riders for stars. Meanwhile, such a form as organizing concerts of bands, pop artists, rock festivals and other shows can bring a very decent income.
How to start a concert organization business?
It is easy to guess that it is almost impossible for a person who decided to make money in show business to organize concerts of famous bands and pop stars from scratch, but who forbids “promoting” musical groups and rising pop stars who do not have big names and too high opinion of themselves?
It is known that the organization of concert programs with the stars of the musical Olympus is carried out by eminent companies and production centers. Even if we assume that you can interest the managers of the stars and offer interesting terms of cooperation, nothing will come of this venture anyway.
First of all, this is due to the reluctance of band leaders and pop performers to contact little-known organizers, since a lot of money is at stake, and disrupting a concert for any reason is fraught with trouble.
If you want to organize concerts and do it on a professional level, then you should start your own business by collaborating with unknown musical groups who want to perform on the big stage. Even an unknown manager is able to achieve tangible results in this field with a skillful approach.
First of all, you should understand that in this business everything depends on your organizational skills and certain knowledge. At first, you will have to work hard and offer your services to the musicians yourself. You need to learn how to convince pop groups and performers that it is you who will be able to provide a concert and the necessary technical equipment for the stage. Remember that musicians are also businessmen, they are also interested in providing them with services that will allow them to effectively hold a concert and earn a decent fee.
Business registration
First of all, you need to register your enterprise, and this can be either a form of individual entrepreneur or a legal entity. It is preferable to register your company in the form of a limited liability company, since in this case the degree of trust among potential customers increases many times over. Please note that in both cases there is a simplified system for paying taxes for organizing concert activities. In this case, it will be necessary to pay an amount of only 6% of the profit received.
Office rent
As for the representation of your business, it is necessary to make modern furniture in it and create all the conditions for receiving potential customers and business partners. By the way, over time, you will be able to professionally provide, which will bring additional income.
Engagement of bands and variety performers
Now let's talk about how to organize a meeting with musical groups and arrange concerts with performers. Like every entrepreneur, artists are interested in the issue of profit (after all, we are not altruists, you can work for free only as part of charity concerts), therefore, first of all, it is necessary to interest singers in the amount of payment for a performance. Further, it is necessary to discuss the conditions of the rider, including the provision of the musicians' life (accommodation in a hotel, classy rooms, meals, etc.) and the technical equipment of the stage. Here, one should take into account the venue lighting, electrical equipment and networks for connecting instruments, the sound accompaniment of the concert and the placement of spectators in the concert hall. For the technical equipment of concert venues, if necessary, specialists can be involved. Many musicians have their own websites, which contain contact information for contacting the director or manager of the band (performer). The leadership of the group (and for little-known groups, this role can be played by a soloist or one of the musicians) must be interested in a carefully thought-out commercial proposal in advance. In show business, as in any type of entrepreneurial activity, there are practically no verbal agreements on cooperation, so you should worry about drawing up an appropriate agreement, which the interested parties will have to sign. It is mandatory to clearly define the obligations of the parties, actions in case of force majeure, the form of payment for services, the amount of the fee, etc.
Choosing a venue for a concert
This is one of the key issues that must be addressed first of all in order to organize a high-quality concert for a group or performer. Select several options for venues and stages that, in your opinion, will be suitable for the performance, as well as technically equipped with everything you need. You should also consider the amount of rent that you need to pay for the show. If the site owners are asking too high a price, then this can affect your income. There is one trick that experienced organizers successfully use in their activities - if the group is scheduled to perform on weekdays, then you can get substantial discounts. Please note that sites must be sought in places in the central part of the city or near metro stations where a large number of people pass daily. This greatly increases the likelihood of the audience attending the concert, besides, your ad will be seen by a large number of music lovers.
How to run a business organizing concerts?
Consider the important nuances in the work that will allow you to professionally organize the concerts of groups and solo performers.
Project advertising and sponsorship
Having solved all the issues with renting a concert venue or hall, you need to start looking for sponsors. Let's not focus on the importance of this issue, but let's talk about how to attract a potential philanthropist who is ready to allocate some of the hard earned money for the promotion of your project. As you know, advertising drives the processes of trade and the provision of services, so you can offer a prospective sponsor to advertise his company (services). It can be banners in a concert hall, holding all kinds of promotions, distributing flyers with relevant content. In addition, the attention of sponsors should be focused on the fact that the posters of the upcoming concert of the musical group will contain advertising material indicating a specific patron. Provide potential sponsors with a concert program and explain what will guarantee the success of your enterprise, as well as how it will affect the advertising campaign.
Getting ready for the concert
As practice shows, the greatest effect in attracting visitors to the concert can be achieved by distributing flyers. It is easy to guess that the main part of the people who will come to the concert are young people. In this regard, promotional materials should be distributed near educational institutions, shopping centers, metro stations, and schools. It is advisable to organize a press conference for journalists a few weeks before the concert, as well as a buffet table (of course, at the expense of attracted sponsorship funds). Care should also be taken to provide the “masters of the pen” with promotional materials that will allow journalists to write articles and disseminate information about the upcoming event. It is mandatory to provide them with invitation cards to the concert. Establish yourself as a social media professional. On the Internet, you can easily find information about Odnoklassniki, Facebook, Instagram and other popular sites. It would be useful to create a web resource about your activities, to which visitors to your publics from social networks will go.
It is also necessary to organize security for the people who will come to the concert of the group, and for the musicians themselves. In this case, it is better to turn to security companies that can ensure order in the hall and prevent disruption of the concert. You need to personally meet the performers on the day of arrival at the concert, escort them to their hotel rooms and take care of their accommodation. At the end of the concert, you will need to arrange the payment of fees, the amount of which is discussed in advance with the manager of the musical group.
What does a beginner organizer need to know?
To professionally organize a concert of musical groups and pop artists, you need to learn how to arrange bright, memorable shows, because this is what the audience is waiting for. It is important from the first days to declare yourself as an organizer capable of solving any issue and arranging an unforgettable holiday. In addition to posters and other promotional materials, you will need to advertise the project on radio and television (this is another powerful argument for attracting sponsors).
It would be useful to get acquainted with the technical workers of the concert venues. Make friends with sound engineers, directors, lighting technicians and others who will help (for a fee, of course) put on a show. If possible, it is necessary to get a job as a manager in concert halls, palaces of culture and other venues where show programs are often held. This will allow solving organizational issues with minimal loss of funds and time.
Advice: to scale your business of organizing concerts of bands and artists, you need to gradually increase the number of partners, find new connections and expand the scope of activities. Think carefully about commercial offers and contract terms that will be mutually beneficial, and success will not be long in coming.
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It is worth remembering that the organizers of concerts can both earn a lot of money and suffer considerable losses (unfortunately, these are the realities of show business). Therefore, it is recommended to start your own business in this field with a solid start-up capital.
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If you're thinking about throwing a dream concert but don't know how to get started, follow 15 tips from seasoned organizers and your concert will be doomed to success.
1. Register your business.Alas, an individual cannot organize a concert - for this you need to be an individual entrepreneur or a legal entity. Such cases will have to be registered.
2. Forget about your own musical tastes.Potential viewers may not like your tastes, so analyze social media and streaming services to get an idea of the approximate audience that is ready to go to this or that artist.
3. Don't you dare forget about social media.Your viewers live there, and without regular notifications like “group Y is coming to city X”, people simply won’t know that you are organizing a concert of their favorite band in the sweat of your face. Do not skimp on advertising and occupy social networks - let everyone know about your organizational activities (but not immediately - see paragraph 10).
4. However, do not rely on polls in the spirit of "Which group would you bring?".Admirers of Shortparis, 1/2 Orchestra, Corpse-Eyed Toads and other less popular bands will shower you with likes and comments, but they may not come to the concert itself - in this case you will be left with an empty hall and a gaping hole in your wallet.
5. Do not grab from the start for large projects.It is better to gain experience by making bumps on small moves than to make a big import, unknowingly make mistakes and fly into the cash.
6. Be as clear as possible on your estimated costs.Make an estimate of the event, remembering to include some amount for unforeseen expenses. And in general, provide yourself with financial safety net - remember about working capital.
7. Do not make events for the last money.Concerts cannot be considered as a joker that can rehabilitate your financial condition - you can be left without money at all. Yes, you need to be ready for flights - at first it is inevitable.
8. Get ready to waste time, money and nerve cells.Musicians, venue owners, managers, media representatives, "techies" and officials will piss you off with questions and demands, while making your wallet less dense at the same time. Accept it, but don't let yourself go over budget.
9. Discuss everything.Having decided on the group and the venue of the concert, agree with the musicians and the owners of the concert venue about the date and time of the event. Also, don't forget about the fee: discuss not only the amount, but also the form - some groups work for a percentage of ticket sales.
10. Don't rush to advertise.Before the tour license is issued, any advertising is prohibited. Due to the violation of this rule, the coldwave group , for example, never performed at Corpus last spring.
11. Get a tour.This is a certificate that allows you to hold concerts on the territory of the Republic of Belarus (yes, everything is complicated). To obtain such a certificate, you will have to apply to the city executive committee or the regional executive committee - drag an application for issuing a certificate, an event program, background information about the group and pray that your concert is not branded " ". "Tour" will be needed not only by foreign, but also by domestic musicians - in this case, everything is done in a simplified form, and you do not have to pay for the certificate itself. However, you should not relax - to compatriots, the ideologists of the Minsk City Executive Committee , as well as to foreign performers.
12. Control time.The “tour” is done for about five working days, and ten days before the sale of entrance tickets, you should have all the documents in your hands.
13. Follow the technical and household rider of the artists.But be prepared for the fact that these requirements can be very crazy things: Kanye West, for example, requires a towel from Versace, and The Rolling Stones indicate in their rider a separate room with a pool table. It's good that you don't plan to bring these guys to us...
14. Always think about the audience.They are the main link of the whole concert chain. If you goof around with the sound, the dance floor, the warm-up or the wardrobe, you will get massive hoots, a flurry of angry comments and a pile of dislikes.
15. Know it will be scary.What if the flight of your musicians is canceled or the drunk drummer loses his passport? And traffic jams can fly out in the middle of a concert and the vocalist will definitely break an expensive amplifier ... Remember that force majeure happens, and keep an action plan in mind so as not to sit in horror with your head in your hands. If you have total problems with stress tolerance, find a more relaxed activity.
We express our respect to Ivan Vasilyevich, Yan Popkov, Pavel Bogdanovich, Oleg Chubakov and Sergey Polazhenko for their help in preparing the material.
Hello! Lately I've been more involved with my band and I've run into some problems organizing gigs. It turns out that when you have a band that can perform at least every day, there are other difficulties. I will tell you about these difficulties and how to deal with them in this short article.
So. The hardest part is over. You have assembled a great team, you easily find a common language with your classmates and together you manage to make cool music. You are rushing and not only you notice it. Great. I must say that only a few reach this stage. Most of them merge along the way: they don’t find musicians, they get tired of starting all over again, they give up music, give up concerts, fuck themselves and those around them for nothing, and so on.
The first way is to sit straight on the priest.
Another 90% of the remaining survivors go this way. This is a great strategy if your plans do not include conquering the world and the Olimpiysky sports complex packed to capacity. I cannot judge such people. Leadership is not for everyone. Eggs are different for everyone. Some have steel, some have papier-mâché. That is why not everyone is able to start their own business and devote their lives to it, preferring to work at work until retirement, where you will face the inevitable collapse of hopes and ambitions, the ultimate drop in your own standard of living and, in general, sheer disappointment in the chosen life path. Well, all right, this is all from another article, maybe someday later I will bore on this topic with broader strokes.
Why is the option of sitting on the priest exactly bad? And nothing is bad. Everything is as always - that is, nothing. You have a group, it even seems to be doing something, performing somewhere and sometime, waiting to be invited, fed, watered and put to bed. It doesn't matter if you have records or not. One cynical uncle with a dark past in show business once told me that "nobody just needs songs." And no matter how painfully it beat on pride, I have to agree with him. Even if you have 100% hit, it's not enough. We need a legend, we need a bright image, we need PR, otherwise everything is decay.
Decay is when you are not serious about your music and are not willing to risk everything for it. If you sit and wait for someone to call you to play a concert, you have nothing to live for. Kill yourself and your lazy musicians, make room on the stage for more active guys :) Ok, I didn't mean those for whom music is just a hobby, but the article is not about them either.
Path number 2 is the path of the Jedi.
You have sat enough on your sides in anticipation of a miracle and have already managed to grow fat and gain some immobility and sluggishness in your actions and decisions. Well, the good news is that you are ready to change. As they say, the maggot realized. We take ourselves by the crown and begin to methodically pull out of our own cozy swamp.
We pass to the main thing.
How to make a concert for your band.
Here is your action plan:
- We are compiling a list of all clubs, bars, concert halls where you could theoretically organize your gig.
- We find contacts of art directors and organizers who work in these clubs/bars/restaurants, etc. We write letters to them or call them on the phone if they do not read letters. Find out the layout of the organization of the concert. If someone has trouble speaking and writing well, trust someone who doesn't let you down. You need to make the right impression first, and your first question shouldn't sound dumb. It would seem that simple logic, but logic, like literacy, is far from a universal trait.
- You have received answers to your questions. Someone sent you right away, someone asked "what kind of group is that?" drunken orgies stir up.
In case someone didn't understand me, the "percentage of input" scheme is the best for a beginning musical project. You bring n-th number of people to the concert, they buy tickets. Part of the proceeds from ticket sales is taken by the club, the rest is yours. Of course, the club still earns from the bar. The more a club makes from a bar, the happier their art director is and the more they want to communicate with you in the future. So, the drinking public is good, no matter how blasphemous it may sound.
- We supplement our plate with contacts and addresses with information on layouts and prices / conditions. How come you haven't got that sign yet? I'm annoyed.
It is useless to ask if it is possible to hold a concert tomorrow. Specify at least a month ahead, preferably 1.5-2. If the site is large - six months ahead. But most likely, this is not your scale yet, so don't worry. When it's their turn, they will call you.
What you will inevitably encounter at the stage of collecting information:
- Some clubs will refuse you under the pretext of "not the format of our institution", which in fact is complete garbage. There is no such thing as "house format", there is money or losses that you can bring to the club. If your group doesn't have a name (=the art director hasn't heard of you) and you're potentially unprofitable for the club, they'll tell you "goodbye" at the very first stage of communication with them. Sadly. I encountered this when organizing concerts for my gang. But this is no reason to despair. And that's why.
- Some clubs will offer you to speak on their terms. Someone will give you an evening for a solo concert, and someone may offer to participate in another hodgepodge. Some clubs make concerts themselves and recruit groups for the evening themselves. There are clubs without a name, new establishments that have not yet formed an audience and they grab every opportunity to earn money. You need to work with such establishments. This benefits both you and them. It is useless for a small group to rent the Olympic sports complex if three friends and a couple of family members come to the concert. An equal cooperates with an equal. A simple rule that is generally useful to know and repeat to yourself more often in life.
In any case, you must understand 2 simple things
- Your group is your business. If you're not ready to start treating your music like a business, re-read the point about hitting yourself against the wall.
- For the club, your performance is their business. They have no euphoria and tenderness from your creative impulses and never will. There is only a dry balance - the box office after the end of the event. There is money in the cash register - everything is ok. A lot of money - zashib. Is the club gone? You didn't bring guests? They paid the bartender/waiter/sound engineer/cleaner/security guard. And you stupidly didn’t even work to zero? What conclusion will the art director of the club make. Right. He doesn't want to work with you anymore. Standing on the carpet at the owner of the establishment, he will report for your fakap, which became his fakap, which became the fakap of the establishment and put the owner on the loot. The law of communicating vessels.
Welcome to the entertainment industry!
Yes, I almost forgot about the hodgepodge. There are quite a few such events. they are concerts for 4-7 groups, sometimes more. Everything happens in complete turmoil, it is impossible to adjust the sound, to make a proper impression on the audience with your performance - even more so. The organizers of such festivals often sell tickets to the bands themselves so that they can distribute them further. In general, this is the most pioneering, most terrible option. It is bad because no one here has professionalism, neither the bands, nor the organizers, nor the sound engineer. Everything is complete schoolboy. The output from such events is zero. They do nothing for the image. Attracting a new audience? Doubtful. I have a bad idea of a person who will trample on such a fest. What for? Drink beer? Therefore, I simply do not consider the option of school matinees, and I immediately send such grief organizers away or put a barrage price on our performance. Questions disappear by themselves.
Learn to be professional. Learn to run your own gigs. Learn to put on your show and keep the listener in suspense. This is much more important than performing in front of a crowd of teenagers who don't care about you. Be very selective about these activities. I won't say they all suck, but for the most part they do.
Concert for 1-2-3 groups is ok. More than 3 is overkill. Or is it already an open-air festival like Invasion. That is, not yet our format.
So, you have beaten out a date for your SAMI performance. And now the fun begins.
How to fill the hall with people?
You make a poster, make events on facebook and vkontakte, spam all your friends with a message about the upcoming wonderful gig. And you watch how many people express a desire to go to the concert, some part will say "maybe". Most will not care about your concert. A great test of your friends' loyalty.
At this stage, I stop my story, because. I can not give any recommendations about PR events, so far this topic has not been disclosed by me. This is what I've been thinking about the most lately. It is not possible to experiment so often, because. it makes no sense to perform more than once a month, people quickly get tired of your music, and access to a new audience is a difficult thing. If you have any thoughts on this - share in the comments, I will be happy to discuss with you ways to expand the fan base and attract a new audience to my work.
If you think in economic terms, then your group is a new brand that you are promoting to the market. The brand must give the consumer some value so that he wants to buy it. Here a lot of questions arise about the formation of the image, naming (yeah, how you called the group is very important), a unique selling proposition. This also includes work on brand awareness, promotional campaigns, content creation, content promotion. Your content is music, videos, photos and interviews. This also includes direct advertising (posters, flyers, Internet (ppc, smm)) etc. As you can see, this is a rather serious game and, in general, quite expensive. There must be guerrilla methods that will allow you to take the first steps before you break even (break even, break even). What works and what doesn't, you can only learn from your own experience and mistakes. No one wants to burn chips.
I read a lot of articles about the music business. And by and large they are all about nothing. And here's why: a certain undeserved aura of exclusivity and unusualness is attributed to this business. But in fact - the same eggs, only in profile. You are the artist, you are the product. You are responsible for the quality of the product, but in order for it to be bought, it must be promoted. And this is all in textbooks on economics, management and marketing, just in a little different words. There are two ways - to work on demand and to be a group of "Ivanushki". They earn ok, but the music is complete shit. + Such projects have a high monetary threshold for entering the market. In other words, you need to swell a lot of money into promotion at the first stage so that it goes. The second way is to create your brand and your trend little by little. The way of Steve Jobs. The path is difficult and life may not be enough. This is the path of creative people. If craft is more important to you, just sell yourself to the producer. Just be prepared that he will choose from hundreds of people just like you. And you may not be the most genetically valuable material.
Respect for reading and patience :) Music is cool. Creating a group is just the beginning.
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I don’t know how everything happens in the big cities of our country. I myself am from Petrozavodsk. The Internet is a good mover in this matter, as I think! It all depends on what expanses the group wants to cover ... In the sense of performing in Europe in Russia or somewhere else. ..I'll just express my ideas on this topic... It makes sense to write not only demos, singles, but also videos. of the available repertoire, select a stage image and pump it up, as if you did it at a concert. At the same time, try to show directorial talent based on your concept as a whole or turn to someone for help so that it is filmed with soul. After all, for sure, through acquaintances there will be a photographer who can shoot well and he will turn out to be someone’s acquaintance and he will be interested, especially if he didn’t shoot like that and this experience will be for him and mutual assistance is obtained, it is also possible to move with a video operator. In our circle, for example there are such people, thank God. Of course, not for free, but for a democratic price, since people have experience shooting. Yes, it will not be a super duper clip like in popular bands, but it can be done in an acceptable underground quality. And it will be small but a movement that can shoot hard. It all depends on how competently it is to work it all out. It's the same with singles, demos. And post the so-called product on YouTube on social networks wherever possible. This is a very good help! Regarding concerts. The best thing is to get to open for a well-known band, you may have to pay, but it all depends on situations, but you can consider it as an option! Or a concert with two or three unknown bands and a headliner (It also makes sense to participate in incomprehensible hodgepodges only somewhere at the beginning, at the end it will be all shit who plays what, someone gets drunk, and someone gets bored, because, for example, comrades played before you so that the ears could not stand this mockery). It makes sense to make a banner of a small size with the name and logo of the group and hang it over the drum kit or in another place visible to everyone during your performance, if the organizer allows it, of course. If you have to your music to anyone's taste, so as not to ask the question - "What kind of group is this?" The problem with the sound along the way is not only with us at PTZ, but in St. Petersburg, according to my friends, musicians who went to perform in St. Petersburg Clubs. I don’t know how it is. Not everyone has the opportunity to carry a backline with them, and most do not have it yet. ..But it also cannot always save the situation. But a greater percentage of the fact that you will nevertheless stand out from the rest of the participants and this will attract the attention of the listener. that he doesn’t need to do anything). Or carry a floor preamp with you, which will save the situation a little ....
I'm trying my hand at promoting a very successful music project and looking for all the information that pertains to it :) Your article shed some light on some remaining questions :)
Maxim, thank you. Much of your article was already clear to me, but I found something useful for myself.
Maxim, thanks. You had to answer, you can understand.)))
Interesting article, thanks. He drew attention to ".. and together you manage to make cool music.". And how are you convinced of the coolness of your music? Since the early 2000s, to my ears, no one worthy has appeared. In addition, there is a feeling that all niches are occupied, and simply no one wants to deal with young people, and it’s good without them. It remains to be patient.
Still, promotion is promotion, and the quality of the material should be very good. Sadly, on our stage, listenable bands can be counted on the fingers, and those who want to listen to, and even less. And these bands, at best, spend part of their performances abroad, at worst, they stop playing. So, in my opinion, there are two ways: - find a local niche and squeeze all the juice out of it by promotion, image and other non-musical means, while there may be earnings, since the audience will be large here; - be critical of your own music, compare it with foreign music, and ask yourself more often whether you would listen to such music yourself, whether something outstanding or another passing material has really been created. In the second case, with positive answers to all questions, the main thing is to ensure maximum accessibility of the material. As for concert hodgepodges (as it happens in Moscow), I agree. They are only suitable for training to perform on stage in bad conditions. But thematic fests attended by the right audience can be a good intermediate step on the way to their own solo concerts.
Intra-group psychology of interpersonal relations, PR, marketing of the pop industry is of course interesting .. But damn it - boring). I thought something when I saw the headline) - That your store ORGANIZES A MEETING-PARTY-CONCERT OF ITS BUYERS!. Where will you play and buyers and in general - We will all have a "club" and a club meeting) - that would be interesting) I would pay for the ticket with pleasure)
I agree with the article, but only partially. Firstly, maybe what was described is suitable for Moscow or St. Petersburg, but since I live on a happy periphery in the city of Krasnoyarsk, such a promotion format will be VERY difficult for us. Of all the groups in our city, only 2 groups can be singled out, which really took the path of solo concerts and image promotion and achieved some kind of recognition. However, the fact remains that for the most part, over the years of existence, they spend more money on music than they earn from it. Secondly, in our city there is only 1 (with a population of a million) club, which constantly hosts concerts of groups playing their own music. Everything else is taverns for labukhs and 90% of musicians make money from this. From time to time there are concerts like Emerjanza or fests, as described in the "hodgepodge" article, but they are wildly cool and the most seasoned bands tend to play there. Therefore, I consider the feature about "not playing hodgepodges" to be ineffective, since the market will always dictate its conditions, and in these conditions you need to perform at every opportunity, ESPECIALLY if it's a cool fest even with 10 bands. And most importantly: I have never seen a single group that plays its own material and that starts earning money from the first concerts, also giving solo albums. To make solo albums in clubs, and even to be visited when you are not known to anyone except your friends, is simply unrealistic. The only way out for this option is to rent a club at your own expense, make advertising at your own expense, pay for small expenses at your own expense, pay for the filming of the performance and parties at your own expense, and everything else ... naturally at your own expense.
