Unless the venue has explicitly said you don’t need to promote your show, you’ll have a better shot at getting folks in the door if you’re smart about how often you play. Once a month for growing bands (maybe twice), and quarterly for more established acts (unless you’re doing a residency). Provided you’re remaining relevant in the public eye, more people typically come out the less you play.
2. Make it an event
You might find scheduling posts and promo to be easier if you treat each show as an event, such as an album/single/video release, a tour kickoff or homecoming, a night for debuting new music, birthday party, major charity fundraiser, etc. In a major city like Los Angeles, for instance, where there’s a ton of great things to do, Hughes says, “You need to give people a reason to see you.” (Plus, it’ll make tips #4–8 below feel more natural.)
3.Play a few tribute songs
By playing a tribute songs or some covers, you can use a popular artist’s name to reach your target audience. It’s a smart way to reach and connect with lots of potential new fans. If you’re performing a cool version of a cover, create a little snippet video and tag the original artist. This may attract some of their local fanbase to come and check you out
4. Music with a purpose
Is there a charity or cause that you really care about? Is there a reason you’re performing this show besides your own financial gain? Giving people the opportunity to support a good cause can drastically increase your draw. Not only are you making a statement, but you’re also building a community of people who share your values.
5. Use the holiday card if you can
Getting people in the spirit with a holiday-themed event for Halloween, Christmas, Independence Day, etc. is not a bad move. If you have the opportunity to add a holiday spin to your show, it may become a lot more interesting than “Hey, we’re playing at this pub tonight, come and see me”.
6. Make your audience part of the show
Fans crave memorable experiences. If you can think of a fun and creative way to make the audience part of your performance, they’ll love you for it. We’re not only talking about getting people to sing along for one of your choruses… but going the extra mile to get them engage. You can turn one of your songs into a drinking game (just make sure it’s done responsibly and that you’re not breaking any local laws), get all the people to take a selfie with the random person next to them and tag you, offer your fans a chance to get a special shoutout if they buy tickets early…etc.
7. Post it everywhere
This is an easy but essential one, and a move that often gets overlooked. Besides just positing on your website and social platforms, try to also get the show information on other spaces such as blogs, meetup groups, facebook groups, other gig sites and platforms likeBandsintown, JamBase, ArtistData, Sonicbids, etc. Put the correct show time and a link to tickets, if available in advance. Make it easy for people to get your ticket with one click!
8. Step up your social media game
Venues notice when you wait until the day of your show to tweet about it or send out an email. You have to give people time to be informed and make plans. You want to be doing consistent, regular posts, but also avoid becoming spam. Clearly, there’s a fine line here. But there’s no such thing as too much lead time when it comes to social media (including your email list), particularly if tickets can be purchased in advance. Best-case scenario is that you sell out your show well before the date and need to book a second one.
Also, get creative: Short clips of tunes, Periscopes of band rehearsals, interactive setlist building with fans, etc. all make for fun, easily digestible promo.
9. Intelligently distribute your Mugshot around
Please, please, please take at least one great promo photo ( even if it requires hiring a professional) to and make a killer tour poster! (If you leave room for the venue and date to be written in, you can print a large quantity and use them for other shows.) Giving a few copies of your tour poster to the venue is a no-brainer.Try also posting at local record stores, coffee shops, local schools, and communities that make sense for your brand. Just make sure to get their permission before posting.
10. Be your own publicist (or hire one) & Contact local press
This requires advance planning but can potentially lead to some exciting media coverage for your band, especially when playing in smaller cities.
Four to six weeks out from your show, give local press the heads up. Send them the details (date, door and show time, venue and address, ticket link, ages, etc.), a brief pitch on what makes this show an event, a link to your latest music, and social links in your signature. Follow up a few weeks later with an invitation to attend and maybe even offer some ticket giveaways for their readers, listeners, or viewers. You may get lucky and secure a few interviews, pre-coverage, or show reviews. Shoot for securing local mainstream media appearance: Local Press, Community Radio, Local TV station appearances (if possible). You can offer either an in-studio interview and/or live performance. This will help generate great buzz in each city where you secure coverage and gives your tour momentum as you travel from one city to the next. Plus, you can use it to your advantage the next time you go back on the road.
11. Video announcements
Instead of simply listing each new gig on social media, try incorporating video announcements to promote your shows. Video attracts the highest online engagement. Sharing a short video post is a quick and easy way to interact with your fans, and similar to Snapchat, captures you in that moment. If you’re on the road, post a video about the next show from the tour bus, from where you’re staying, beside a city landmark, or anywhere that encapsulates your current surroundings. If you’re rehearsing, do the same! Consider incorporating something extra in each video, like a joke or short story, to show off your personality and invite fans to follow the announcements whether you’re playing in their city or not.
12. Teaser photos
Sharing the same tour poster for each new gig can quickly become repetitive. To mix it up, get crafty and handwrite/draw individual show announcements for certain gigs. It shows off your artistic skills, for better or worse, which will attract more eyes to your upcoming concert.
Think about ways to build interest and momentum for an upcoming show by sharing teaser photos, like a part of that night’s setlist, or lyrics to a new song or cover you’ll be performing. Post a photo of part of your stage outfit – details that fans in the back might not be able to see otherwise – such as a pair of boots, a ring, or a detail on your guitar strap or pick.
Set the scene by taking a picture of the concert setting: the stage during rehearsal, the marquee, the green room, the bathroom – any eye-catching details that help illustrate the setting for that show. Highlighting these details brings each show to life, revealing how one gig differs from the next, and allowing fans to follow along for the ride.
13. Cross-promotion
For any show, be sure to connect with the venue and the other artists on the bill to capitalize on cross-promotion. It creates a win-win for everyone involved and indirectly draws more attention to you and the gig. If you’re touring with another band, interact with them regularly on Twitter, and share group photos on Instagram and Facebook. Fans will enjoy seeing the conversation take place and feel like they’re getting a peek at your tour life. In turn, fans will feel more connected when they see you in concert in their city.
14. Surprise tickets
When traveling to different cities on tour, ask fans online for recommendations of where to eat and what to see. This again creates high engagement while also indirectly promoting your show in that city. Depending on the size of your following, you can announce that you’ll be at this café at this time and hand out tickets to the first few fans that arrive. Another option is to simply surprise unsuspecting people you meet throughout the day with tickets as well, building excitement before the concert and making new connections.
15. Add a personal touch & Take care of your fans
Social media easily allows us to share Events with hundreds of people at a time, but simply inviting everyone in your area on Facebook can seem very impersonal, and these invites often get ignored — especially by those who live in major cities and get dozens each week.
If you want someone at your show, go the extra mile and send a personal email, text message, or even a private Facebook or Twitter message. You want prospective attendees to feel valued and appreciated. If you take the time to send personalised invitations to VIPs or offer free song downloads or stickers to those who buy a ticket or provide their email address, people will notice. Then, if they show up, make it a point to acknowledge and thank them. The overall goal is to build yourself a community of true supporters – that’s far more important than the number of Facebook likes you have.
Avoid just sending a “ Hey, I’m playing here, it costs this much, come please…” generic message. They hardly work. Make sure you engage with your fans, share some music, maybe even offer a discounted ticket if they have knowledge they like your music and would like to see you play live. Building relationships don’t happen in one message… thus the “BUILDING” part.
16. Shout out and tag everyone
Before your live show, saying thanks in advance to anybody isn’t just polite but can actually really help the turnout of your show. For example, if you’ll be using a particular brand during the performance, tweet about it ahead of time to let your audience know, and tag the brand. You might get a reply out of it, or even a retweet, which not only will get you more free advertising but also helps you establish a relationship with a brand that you may end up partnering with later on — double win!
The same goes for other people playing in your band, the venue, lighting/visual companies, and anyone else associated with the show that you can think of. Support those who support you!
17. Put in some face time
If possible, go to the venue you’ll be playing to see some shows of other artists with like-minded fans. It’ll help you to establish yourself within that particular community. Don’t beg people to come to your show, but don’t be afraid to mention to people you’re playing there soon. Organic human interaction is key.
18. Remember your email list
Hopefully, throughout the campaign you’ve been promoting your show to your mailing list just as proactively as you have been in social media. An personal email to your fans a few days before thanking those planing to come to your showman help boost last minute sales.
19. Remember your email list – AGAIN
After the show, a follow up email is great! Think ahead for the next show. You always want to give your fans the opportunity to connect with you after you play and take home a piece of you. An email a few days later thanking them for coming out with a free song download is a kind gesture. And don’t forget to email them about the next show with a good amount of lead time.
20. Think about the future
Promoting a show is no easy work, but it is SO IMPORTANT for your career building efforts that you should give it as much energy as you do rehearsing and writing music. If the show goes well, chances are good that you’ll be invited back. If your show is engaging and you fill the venue, the event promoters will definitely want to work with you again.
Make sure you are professional as well. Be cool, respect the venue and their rules, be on time, be prepared and rehearsed, treat everyone as you would like to be treated and don’t burn bridges.
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These are only a few of many tips and tricks to promote your show. If you would like to learn more about how to develop your craft as an artist and performer, or how to develop your show, stage performance, sound, brand and marketing strategies, you should definitely check out our Artist Development Program.
If you already got a really good grip on things in your career but need some professional advice or a team to help you develop your career further, definitely check our our Artist Services ! We are currently offering 10% discount for our services when you use the code SHOWTIP3
