I had the pleasure last Saturday of doing sound for one of my favourite bands, Black Label. These guys are not only a great rock act, but they are really switched on when it comes to self promotion. They don’t have the backing of a big record company yet they’ve managed to successfully release a number of great albums and recently a very well put together DVD. The thing that impresses me most about this band is the loyal following they have built up over the years as well as the long term sponsorships they enjoy. You don’t do either of these things without putting in some effort, and they do.
When I arrived at the gig the first thing I noticed is the “same old faces”. What I mean by this is regular punters who go to lots of their gigs. This is priceless. These guys and gals appear regularly, which is great for crowd numbers, but they also buy CD’s, DVD’s and T-shirts which is great for the bands bottom line. In my opinion the reason these guys have built up such a loyal following is simply because of the amount of work they put in. They mention their CD’s & merchandise regulary during their show and after the show they take the time to sit at the merchandise table to chat with the fans and sign autographs. they are very approachable and it pays off. When plenty of other bands are keen to get of the stage and hit the dressing room, these guys are out with the fans. They really deserve the success they enjoy.
So what are you doing to build your relationships with your fans? Here’s a great new video that deals with that very topic.
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I’ve found that it helps to start exactly where you are. When I first heard stuff like “engage” and “talk to people” it sounded like work. But now I understand that I have my own appeal. If I try too hard or think about it too much, things don’t go that great. When I’m natural, and when I feel like myself, that’s when I make connections, even if it’s just a couple of people. I know people out there that are great at meeting and greeting everyone in the room, but I’ve always been more about personal, in-depth interactions with fewer people.
Most musicians seem to think that when the show is over, they’re finished for the night. That just isn’t true. Here in Nashville what happens most is the following:
You play a date with a group of acts. The first act gets set up before the night begins, and they play to the group that came for them, usually girlfriends and band friends. During the next act, they’re carrying gear out to the car and are gone before the next band is even finished with song number two. It is at about this stage that the third band for the night shows up and begins loading their gear into the club. This list seems consistent here … each band plays for it’s people and leaves. MY band however, gets there for the first band set up, no matter our play time, and stays for the entire night. The only times we disappear are to put on our make up and show clothes and to move our things for the other bands … until those times, we’re there rooting for the other bands and talking to people.
The show doesn’t stop just because you’re not on stage. It ends when the last fan goes home. THAT’S how you engage the fans in my opinion.