Local bands and musicians, this is the moment you have been waiting for…
It may not feel like it, but opportunity is right around the corner if you are ready to take it.
COVID-19 has absolutely wrecked our world. Brought entire industries to a stop. Forced everyone to retreat to their homes. And it continues to linger, keeping us wearing masks even as many have begun to return to work. Large gatherings continue to be restricted, bars are closed, tours are cancelled.
But this will not go on forever. I believe we will return to some previous state of social gatherings. It may look a little different, at least early. But our human experience is a communal one. We crave that social interaction to experience things with other people. It’s woven into our sports, music and spiritual gatherings. And while right now we are stuck wondering what will happen next, I believe two factors are creating a perfect storm for local musicians.
People are craving local music
As I mentioned before, we are communal beings. And fans of music have had nowhere to go to scratch that live itch. Livestreams are a way to be connected on some level, but it’s nothing compared to the visual and sonic experience you get at a live concert. And I see it every day, people who are missing that experience, whether it be seeing a musician they love or just having that experience with their friends.
Large tours aren’t coming back soon
The last thing I’m expecting to have back in a large scale is tours for mainstream recording artists. About the least safe thing as we emerge from this pandemic nightmare will be cramming 10,000 people into a single building to sweat on each other. Many tours that were cancelled this year are now being pushed all the way out to 2022. And even once they feel comfortable that it’s safe to bring people back together, these events take months to plan and prepare.
This means one thing: the return of live music will first be in small venues and bars in the local scene.
And they will be the only live music to go see.
Your music, your band can now be front and center in your town or city. Bars and venues will be anxious to get business flowing and if a band can bring a (small) crowd then they will take those groups first. You can fill the void left by large touring acts. You can be the headliner. You can build your fanbase with people who have been craving live music for months and finally get their opportunity to emerge.
But if you want to reap that harvest, it’s time to plant seeds now. Here are ways you can invest in your music now (and almost all of them are free).
Write brand new music
Many of you are already doing this, but spend the time making sure you have a great slate of new songs. Really develop your craft here to have songs that get people moving and connect with them. Test them out with trusted friends and other bands. Find that spark and stoke the first it creates.
Create a tight and compelling set list
Now is the time to make sure you organize your music in the best way possible. Get a killer song up front that grabs attention. Plan out song transitions and crowd banter / interactions very carefully. Nothing kills momentum worse than when the whole band does nothing but tune silently for a minute. Focusing on this area can keep new fans focusing on you instead of wandering off to find their friends or get another drink. Then practice it over and over until you no longer have to think about it. Think about your stage presence. How will you move? How do you engage your fans? Leave no stone unturned as your develop an incredible live performance.
Record your new songs
This is the one item that does cost money, but you do have the time at this moment. Having fresh new songs to unleash on the world can get someone to transition from coming to a live show to listening to you on Spotify or Apple Music. And having those new elements in place provide additional incentive for your existing fans to come out to your first live show back.
Connect with booking agents at venues
If there was ever a time this group was bored, now is it. Find some names and start sending e-mails. Tell them how much you are looking forward to playing live. Communicate what you have been preparing and working on. Share demos or new recordings of music. Tell them you want to bring dozens of fans to their venue that first weekend they are open again. Once things look better for having smaller crowds gathering, start offering dates you are willing to play.
Engage on Social Media
As you start to feel momentum building towards safe live music, it’s time to turn up the social media marketing machine. Share videos of you practicing you live set, maybe even livestream. Put teasers of your newly recorded songs. And be sure to stay positive. While we have so much to complain about, people will get excited to see what you are putting together, how you are creating something new and working to give them a great live music experience. Then they will show up.
You may be in this stage for 3 weeks or 3 months. It’s hard to know how and when things will come back. But if you engage in this process you will be planting the kinds of seeds that will bring people out and then bring them back for more.
Just make sure you are ready to give them a live show they won’t soon forget.
For tips on how to get invited back, check out my YouTube video.