April 01, 2016
Whether you run a small indie club night, a local pub, or an outdoor festival, it is extremely important to take good care of the talent you book for your event. If the artist is happy, they are going to spread the word that your event or venue looks after its talent, which will make securing future acts a lot easier. Remember, artists tend to have a support network for each other, as many have had a negative experience with a promoter at some point. So, if you can stay on side, the booking element of your event just got a little bit easier.
Once you’ve made initial contact with the performer/artist, ensure you keep them in the loop, whether it’s a big marketing push, the release of VIP tickets, or changes to the line-up schedule. If you retain open lines of communication you’re saving yourself from potential backlash by an unhappy performer who doesn’t like surprises (and rightly so!). Don’t wait until the day before your event to ask about their stage set up or what equipment they need as it’s probably too late to organise their requirements.
The bottom line is this; if you have an open line of communication with your performers they are going to feel much more comfortable about being a part of your event. This will likely result in a better performance for your audience to benefit from.
Provide media support
If you have announced your event there is only so much you want to push generic ‘buy tickets now’ messages across your available media channels. Utilise your performers across social media channels by tagging them into any post, which is going to show them you appreciate their inclusion on the bill. Ask the artists if they’re available for press interviews or if you can make video content with them to help push the event. This is going to be great exposure for the artist and by doing this you’ll encourage them to become active on their own social channels (in-turn promoting your event).
Show some love for the artists and they’ll be happy to return the favour. The artists are not only your talent, but also good marketing/PR talking points. Remember, they have a fan base that might prefer to listen to them rather than an event organiser so it can result in ticket sales which we’re all here for.
Be hospitable, it goes a long way
If you’ve booked a string of DJs for a club night you don’t have to blow your budget on bottles of Moët & Chandon and caviar, in an attempt to impress. Just be reasonable! If the DJs have a small space or section cordoned off with a bucket of beers and some snacks on offer throughout the night you’re going to get a much better performance out of them.
By simply minimising the typically annoying elements of being in a busy venue (i.e. queuing for drinks), you’ve just put your talent in a positive frame of mind going into their set. Check in on them throughout the night and ensure your bar staff are attentive towards them. You’ll find that if you start the night by showcasing your hospitality, the acts will tend to respect that and not be so pushy to try and get more out of you. Show up to the party first and make your life easier, whilst also encouraging the best possible performance from your (now happy) talent.
There is not a single thing in this world that can guarantee a performer will never return to your event than not paying them. It’s unprofessional and will ruin your business. The word gets out very quickly if a promoter is renowned for not paying up so ensure you have put in the ground work on budgeting and forecasting sales revenue, so this doesn’t happen to you.
Remember, a lot of artists and performers are not very financially secure in their quest for success so even £50 may not seem like a significant amount of money to you, but it could be all the difference to that artist making rent or booking a train to perform at another event. Since the world of social media has become a part of our everyday lives, you’ll find it very hard to brush off the negative comments on your social channels if your event becomes known for not paying artists.
For more tips on running a successful event download our ticketscript playbook.
Written by Mark Kelliher