In crafting this article, I want to make it clear from the outset that this is, above all, an opinion. It reflects my personal views, shaped by my conversations with numerous fellow venue owners over the past four years. That said, I’m always open to hearing diverse perspectives from others who own a venue. If you have a different take, I encourage you to share it. We’re all here to learn from one another.
So, why write this article in the first place? In a word: purpose. I aim to assist aspiring musicians and bands on their journey by sharing insights that may save them time, headaches, and offer lessons learned from my own mistakes and in this case, my experience I’ve seen as a venue owner. Successful bands make venues successful and I believe we need to revive what live music is about before venues give up on it.
Now, let’s dive into the crux of the matter: what makes a band successful from a venue owner’s perspective? To keep things concise, I’ve distilled this down to 5 easy things that I believe can significantly contribute to a band’s success. These are not revolutionary ideas and probably some you are doing them. If so, rock on. However, if not, these are for your consideration.
Familiarity with the Venue and visiting it
Effective booking is closely tied to being aware of where you wish to perform. When bands submit their work via email for consideration at our venue (almost daily), it’s noticeable when they have not taken the time to even look at the venue, what we offer, or our purpose. Of course, we understand that some may be templated emails (not effective) or they are just fishing for work and hoping bulk submissions will land a gig but overall, do they really want to play a venue they know nothing about? Did the email actually help or hurt their reputation? In most cases, it hurts them. It shows lack of investment and in general, venues don’t respond to things readily available on their websites and get tired of answering the same questions.
Live at Harlow’s fortunately still responds to the emails as we get them because it’s important to us but it’s likely because we are also musicians and we get little response as well via email solicitations. We know how it feels! (time to change the way we communicate as musicians!).
If email has not been effective (EPK in the email?), there is a more effective option for those who are in the area of the venue. What is it? Visiting the venue you want to play.
Visiting the venue and personally connecting with staff goes a long way in building rapport. After all, a physical connection beats a string of emails any day. If you are a local band and not doing this, you are missing a great opportunity.
I vividly recall a band from Andalusia that came to see a show. Their presence left an impression because it showcased their investment in time and effort. They took the time to come see what the venue was about, likely to see if they wanted to actually play the venue (smart) rather than just sending an email.
In the process, they connected with other fellow musicians and bands in the scene.
Local bands, take the time to visit venues and become part of the “scene”. It will opens door and foster valuable networks, an asset that will surely pay dividends. I can’t stress this enough.
Song Selection for the Audience
Playing your personal favorites, obscure B-sides, or attempting to tackle an entire album may not engage the crowd as you’d hope. Song choice is pivotal and popular songs connect with people, making them sing, dance, and feel a connection.
Time and time again, I see bands perform their personal favorite and they lose the crowd every time. Was it worth it? From a venue perspective no. From a crowd perspective, no.
As an example, take my own band The Rock Mob. We meticulously curated our setlist by referencing Billboard charts, streaming services, and other resources. As a result, most every song we play resonates with our audience. It’s a simple formula that pays dividends in more ways than you can imagine. No more arguing over if Krokus will go over in a crowd! if it was not in the top 20, it probably won’t go as good as we expected. LOL.
It’s important to note that a popular hit song will get you 80% of the way in terms of engagement but don’t underestimate the importance of performing it well. Straying into songs that surpass your band’s abilities won’t leave a favorable impression.
We all know that one karaoke singer who attempts an impossible song, and it usually ends terribly. Please, don’t be that musician. Stick to your strengths and choose songs that your band can confidently deliver.
Entertainment Factor
Talent is undoubtedly essential, but it’s just one aspect of being a successful band or musician. The stage is your platform, and you’re an entertainer as much as a musician. To quote Ken Kirkland’s favorite statement, “people hear with their eyes.”
A technically flawless performance can still fall flat if the band members are glued to their instruments, phones, or tablets, disengaging from the crowd.
To gauge your success, look at your audience. If they’re seated or absorbed in their phones, you might have missed the mark. Music is about sharing and having fun, so let loose, rock out, and connect with your audience. Embrace the inner rockstar within you; it’s what people expect and appreciate. Smiles are contagious, and there’s no harm in enjoying yourself onstage.
5. Be Genuine, Humble, and Kind:
Common sense but I want to emphasize the importance of being a good person. Some of the most successful bands I’ve seen have risen to the top because they’re genuinely great humans. They steer clear of drama, support everyone around them, and don’t flaunt themselves as the best in the area. They value the connections they make with people and venues, and their fan bases continue to grow as a result. It’s a simple formula: talk to your fans, let them know they matter, and thank them for their support.
6. Promote and sell product
A band’s role is to entertain but most importantly, make a venue money to pay for you.
Contrary to popular belief, most live music venues have little margins to even pay for a band. The expenses to run a venue is high and frankly why many live music venues have closed or no longer book bands.
Breaking it down, it’s simple: the more you sell products and encourage your fans and spectators to buy products, the more the venue will value you and the more valuable you become. As a musician, we tend to value ourselves on how much money, practice, time, and equipment we bring to the table. Matter of fact, we demand venues to pay us because of all that hard work and investment. Unfortunately though, none of that matters to a venue. It just doesn’t. As an example, a solo artist or duo that brings 2x the amount of people to a show buying product is more valuable than a full band with pink floyds laser light show that brings 10 people. It’s ugly, but it’s the truth and something which should encourage all bands rather than upset them. Up the sales game and be on target to grow your real value from a venue perspective, or not… but don’t get mad at the venue for your growth or for them doing what is good for their business (please).
In closing, venues want bands to succeed because successful bands mean successful venues. In today’s music industry, understanding your role and collaborating effectively with venues can pave the way for mutual success. I can personally attest to many bands who have taken on these exact mindsets and have expanded from small shows with ok attendance to large shows with amazing attendance and a large fan base. Rock and roll may be about rebellion but business and growth is about being smart and understanding the landscape and where you fit. I hope these opinions will provide some perspective and serve you on your path to rock ‘n’ roll success. Rock on!
Come visit us at Live at Harlow’s, we’ve got Live Music showcases throughout each month.
Recently, I posted a picture that shared comments from Adam Levine regarding cover bands. Although you can’t trust everything you see on the internet, the image and content did spark some mixed feelings.
I’ve always been one who intentionally tries to explore different avenues of thinking outside what most would consider “the norm.” It’s been part of my business strategies ever since I read the book “Rich Dad, Poor Dad.”
That book taught me that the way you think has a lot to do with the opportunities you can get, as opposed to just going with the same thought processes as most everyone. Has that thought process worked out every time? Not at all. However, in all cases, it’s provided me insight into opportunities, missed opportunities, and a whole lot of experience that I couldn’t see for myself without going against the grain and purposefully thinking differently.
So, considering Adam and his comments, let’s break it down and try to glean opportunity from it, regardless if he is right or wrong.
Do I agree with Adam’s dumb-ass comments? Not really. But will I use it as fuel and food for thought? Absolutely.
“Just because you’ve learned an instrument and started a band doesn’t mean you should get paid for it.” But you pay a plumber for their services, so why wouldn’t you pay a musician? A plumber provides a necessary service that not everyone can do.”
Adam’s comment seems to be based on the thought process that anyone and everyone can become a musician and that it’s a commodity. While it’s true that there are more musicians than plumbers (making most plumbers more valuable), the thought process is one of ignorance and is likely based on not being in touch with the real world. Whether you’re a plumber or a musician, the opportunity for payment comes from effective marketing or providing an exceptional product. If you suck as a plumber, don’t expect to get paid.
Point is, if the product you’re selling or marketing, regardless of what it is, doesn’t fulfill a need, it becomes hard to sell, which tends to be less valuable.
Adam’s comment, though dumb, helps me remember that I need to identify the market I wish to sell to and effectively market to them. And most importantly, not settle for good enough to secure those paying gigs. The failure to position my band where our service “is needed” is on me.
“When there are four different bands playing “Don’t Stop Believin'” within a two-block radius, what makes you think you’re providing a special service?”
Adam’s comment completely misses the point of what cover bands are all about – playing songs that people want to hear and connecting in a live, real-time music environment.
However, using his comments as fuel, what would make a band special? I’d start by saying that if there are four bands in the area playing the same songs, those are probably very popular songs, and I’d congratulate you for playing what people want to hear. That’s step 1 to being a successful cover band, song choice.
As for the song “Don’t Stop Believin’,” it’s one of the greatest songs ever recorded – which, by the way, has 1.6 billion streams compared to your biggest song “Lost Stars” at 327 million, so suck it, Adam.
Anyway, if you’re aiming to be special, I’d propose it’s a combination of various factors, such as
Your performance (how well you play those songs),
Your visuals (light show, appearance, attire, stage setup),
Your connection with the audience
Your energy
Your song list
Your attitude
Your willingness to partner with others
“A jukebox is a cheaper form of the same entertainment.”
Believe it or not, I think he is partially right. A jukebox is not only cheaper, but it also pays venues and is, frankly, an adversary to live music. Most jukeboxes generate revenue ranging from hundreds to thousands of dollars per month for venues. Is it the same entertainment? No, Adam. You dumb ass.
There is no substitute for the energy and engagement of a live band performing songs. However, many venues are opting for this route because live entertainment is either too expensive or not generating enough income to support it. (Fellow musicians, we got to fix this).
The opportunity: Create a band that engages the audience more than a DJ, karaoke, or jukebox ever could. Recognize that you’re competing with cheaper options but deliver an experience that convinces the venue that your band and live music reign supreme and are worth the investment. BTW, this also means musicians, you need to attend live shows in the area (yes, I’m talking to you, the guy in the band who never seems to attend other people’s shows or has never even been to a performance at the venue where you want to play – LOL).
“No one forced you into playing music, so you’re not allowed to complain about working conditions until you provide a musical product that large numbers of people want to consume.”
I’ll agree with some of this. You’re exactly where you want to be. If you don’t want to perform at a location due to working conditions or any other reason, then don’t. However, whether a large number of people or a small number of people consume your product, do it well and enjoy the journey, because, Adam, you’re still a dumb ass. Music is about having fun and being part of something bigger than your own self.
“You’re not special.”
Adam, lick my nuts. My mom told me I’m special, so I am. Truth is, Adam’s words carry no weight. Personal validation trumps external opinions. Each of us have the opportunity to create something different or special.
I hope you enjoyed reading the article. The main point of this article is that business is about identifying opportunities and acting on them. It’s about trying to adopt a different perspective (whether positive or negative) and seizing opportunities.
I’ll conclude with this: I recently mentored a band on “business”. The group believed that business was solely about “making money” and chose not to perform at a festival due to the pay. While I respect their decision, I feel this was a critical error regarding how real business works. Worse, I encounter this mindset quite often when speaking to bands and they wonder why they have little growth.
It’s crucial to contemplate the opportunity before defaulting to responses like “not enough money” or “we’re more valuable.” because in this instance, they missed a fantastic opportunity to perform at a festival that draws thousands of “customers.” I explained to them that money is a byproduct of seizing opportunities and that, in this case, they prioritized money over opportunity, which ultimately would deliver money at a higher rate of return due to having a pedigree (perception or whatever word you want to use for doing what other bands have not had the chance to do).
When doing the math, at their current rate, the band would need to perform 50 shows to reach the number of people they could have reached with just one festival show. Be wise and always be on the lookout for opportunities. They are not always easily visible which requires doing a little deeper looking.
Last, Adam, even if you didn’t say those comments, you’re still a dumb ass in my book based on the comments that you have said in the past. It’s cover bands that keep live music in venues and your paychecks coming through the performances of material. Thanks for reading and rock on!
In the dynamic world of the music business, a band’s name serves as a powerful identifier that encapsulates its identity, brand, and artistic vision. As a band invests time, effort, and passion into creating its unique sound, it becomes vital to protect the name associated with that sound. Trademarks serve as an official identifier for you to execute commerce under the name, and yes, help you remove others who infringe on your name.
Important note: I’m not an attorney and the information below is based on my own experience doing trademarks without an attorney (the process does not require you have an attorney but if you are not into doing research and legal stuff, probably best to get one).
So what will a trademark help me do?
Preserving Your Identity: Your band’s name is more than just a combination of words; it represents your artistic identity and the impression you leave on your audience. Trademarking your band name helps preserve its uniqueness and prevents others from capitalizing on your success or confusing fans with a similar name. It ensures that your band maintains exclusive rights to its identity, reinforcing your market presence and long-term success.
Establishing Brand Recognition: Trademarks create a powerful brand presence by associating specific qualities and values with your band’s name. Registering a trademark enhances brand recognition among fans, industry professionals, and potential collaborators. By protecting your name, you make it easier for audiences to find you, leading to increased visibility, opportunities, and potential revenue streams.
Expanding Commercial Potential: Trademarking your band name offers numerous commercial advantages. It enables you to license your name for merchandise, such as t-shirts, posters, and other memorabilia, providing additional revenue streams beyond music sales and performances. Moreover, securing a trademark strengthens your negotiating position with sponsors, record labels, and promoters, demonstrating your commitment to protecting your brand and making you a more attractive partner.
Legal Protection: Trademark registration empowers you with legal recourse against any unauthorized use or infringement of your band’s name. It provides you with a legal shield to prevent others from using similar names that might confuse or dilute your brand, ultimately safeguarding your artistic reputation and preventing any potential damage to your career. Additionally, trademark protection extends beyond national borders, ensuring global coverage and protection.
Ok, how do I process a trademark for my band name?
Step 1 is research:
Before embarking on the trademark registration process, conduct thorough research to ensure that your band name is available and doesn’t conflict with existing trademarks. This involves checking online databases, music industry directories, and engaging legal assistance if necessary. I’d suggest first searching TESS (Trademark Electronic Search System) at https://tess2.uspto.gov/ . See if anyone already has your name registered or in the process of registering. In your search you may see fully registered marks, abandoned marks, cancelled marks, as well as marks in process.
Step 2 is to determine eligibility:
Review the requirements for trademark eligibility in your jurisdiction. Typically, trademarks should be distinctive and not descriptive, generic, or already in use. Your band name should meet these criteria to proceed with the registration process.
Step 3 is to file an application:
Submit a trademark application to the appropriate governmental body responsible for trademarks in the country you perform. In the case of the U.S., the would be through the United States Patent and Trademark Office online at https://www.uspto.gov/ . Read through the process and the use of the TEAS Plus process makes it very easy. Most of the bands will fall under the IC 041. US 100 101 107. G & S, which is Entertainment, namely, live performances by musical bands
Step 4 is the examination and publication:
Upon receiving your application, the trademark office will examine it for compliance with legal requirements and perform a search to identify any potential conflicts. If no issues arise, your application will be published for opposition, allowing third parties to raise objections within a specified period. This is a LONG waiting process…. Almost a year. Be patient as you will not receive any correspondence until they are ready to process your application or review it.
Step 5 is the registration and maintenance:
If no oppositions or objections are raised, your trademark will be registered, and you will receive a certificate of registration. It’s crucial to understand the maintenance requirements, including periodic renewals, to ensure continued protection of your band name.
After all of that, you will have the freedom to use your band name under commerce and allow your band the right to sole use of the mark regarding your musical performance and more. Boom!
Why Playing Locally Too Often Is Bad For Your Band.
Two main traits of bands able to sell out gigs (talent aside) is their tendency not to excessively gig in the same area and their commitment to giving each show a purpose.
Every time someone sees that you’re playing this weekend they weigh the pros and cons of coming to your show. It is all too easy to become the band that someone disregards because you’ll probably be playing again soon or they just saw you 2 weeks ago at a venue down the road and they doubt seeing you again will be worth the time, money, energy, and backache if they’re over 30!
Taking every opportunity to play in your hometown or in the same area can be tempting. So tempting, it can lead some artists to become oblivious to the fact there is only a certain number of people in any given scene. And yes, that goes for big cities too.
There is irony in the fact that most local venues are hesitant booking out of town acts because they won’t realistically bring their fans to fill the venue. Even if you do have a huge local fanbase, don’t assume that they have got so little going on in their lives that they will constantly be there to support you.
If you’re still under the impression that the more gigs, regardless of the location, the better, consider how excited you would be if you knew that you could go down the road and see your favorite band EVER play every week.
Unless there is something wrong with you (which means that you keep getting excited about having the same experience over and over again) the excitement would quickly wear off of your favorite band/artist being available and demanding your attention. Even the greatest pleasures have the potential to become monotonous. “Things” are only as good as the measure of them.
If you play gigs less frequently in your hometown, you will get MORE of a draw because you will create a sense of exclusivity. Music consumers thrive on scarcity. Demand being greater than the supply is a consumer’s kryptonite.
If you do become a band known for selling out venues – regardless of the size – in your hometown, people will be more likely to come to the show to avoid the fear of missing out! You will become infinitely more attractive to venues outside of your local area and festival bookers when you can show them a crowd eager to inch its way to the front of your shows. You’re not fooling anyone by posting gig photos taken a long way from the stage that don’t show a single audience member.
How Often Should You Play Local and How Should You Play It?
There is no short answer. The general rule of thumb for playing in your local circuit tends to be four times a year, or at least playing gigs 6 – 12 weeks apart in the same area, the number also depends on another factor; the quality of your shows.
Every show should be an event. If you don’t have new music to promote at your shows, get creative in coming up with why fans should see you for the first time AND the next times. Go acoustic. Come up with a concept, beyond just giving your run of shows a clever name. And never underestimate the impact of creating something that seems unmissable to fans old and new.
Hopefully, I have pulled you out of the “but, but, but EXPOSURE!!!” trap by this point. Because even if it does seem like common sense that “more shows = more fans” the effect is almost always the reverse. Any good band leader would tell you not to overplay your local area, but with all the 100% independent artists doing everything themselves, there is no-one to give them this sound advice.
If you are playing gigs needlessly and aimlessly, that time/energy could be far better spent on networking, self-promotion, writing and recording new material and actually coming up with a long-term plan. There may be no glory like blowing the roof off a venue and hearing the demand of an encore, but for that to be sustainable your plan has to be solid.
For some all of the above will be a bitter pill to swallow and I have undoubtedly burst some bubbles by speaking harsh truths over blowing smoke up your ass. Check it out though, don’t get hooked in the big fish in a small pond mentality.
I’ve been working with Artificial intelligence (AI) in my real job for a amount of time. I’m amazed at how far it’s come but also a bit concerned about it’s role in future art creation, to include music. For instance, it’s not going to be an issue for someone to click a button and generate a hit song or promotion video with just text prompts. Can’t sing, AI will do that as well for you. With that much power, it would seem as if anyone can be an artist and creativity would be based on randomization when the content is pulled from the AI resource library. Anyway, it will be interesting to see how AI could devalue the hard work of real artist as it’s already happening now with images and NFT’s. The entertainment side will be more important than ever from my foxhole.
So, for fun, I wanted to get the AI take on some musician tips. This article was NOT written by me and even the image on the header was created by AI. It was not edited by me and is the exact text generated by AI when I asked it to create some Musician Tips. I kind of agree with the AI and but don’t know about Michael Jackson singing in a toilet. Enjoy!
Setting a Goal
To accomplish anything, you need to set a goal.
If you’re an aspiring musician, it’s important to define the problem before trying to solve it. Be specific: What is your goal? Don’t say “I want to be successful.” Instead, be specific about what type of success you want (i.e., sales records, online streams). The more clear and specific your goals are, the easier they will be to achieve.
Don’t worry about what other people’s goals are; focus on setting your own personal ones—and make sure they’re ambitious but realistic!
Practice, Practicing, Keep Practicing
Practice, practice, practice. It’s the key to success. Just ask any successful musician (which is likely anyone reading this). The thing about practicing is that it’s important to get in the habit of doing it and keep doing it, but don’t overdo it! You don’t want to be practicing so much that you start hating music or your instrument or whatever else you might be playing. Practice should be fun – if you’re not having fun while practicing then there’s something wrong with your attitude toward the craft itself and how much patience and dedication you’ve put into honing what skills you have (or want).
Practice is like any other skill: if you want to get better at something then practice regularly until those skills become second nature. You may think that some things come naturally when they shouldn’t—like walking up stairs without falling on your face—but these kinds of tasks require constant reinforcement through repetition until muscle memory kicks in and does most of the work for us (i.e., getting up those steps).
You don’t need someone else around all day long telling them what notes are next; just do some research online beforehand so as not make mistakes like missing notes during performances.”
Music is an art, and art requires passion.
Music is an art.
Art requires passion.
Music is a form of self-expression.
Music is a form of communication.
Music is a form of entertainment (and sometimes even education).
Music can also be used as therapy, which means that it’s not just for your ears anymore!
Don’t forget to take breaks
The best part about being a musician is that you get to make music. The worst part about being a musician is that you have to make music all the time.
If you want your songs to be good, and if you want people to enjoy them, then it’s important that your creative juices are flowing and your mind is fresh when putting together new material. That said, don’t overwork yourself in an attempt to get everything done as quickly as possible—you’ll only end up exhausted and unsatisfied with what comes out of it all at the end (and even then, odds are pretty good nobody will care). You need breaks from working on anything creative in order for it to actually be good!
Be Inspired
Inspiration is a great thing to have and can come from many sources. You can look to other musicians, artists, or even people in your life for inspiration. Perhaps it’s a friend who has achieved their dream of becoming a successful artist, or maybe it’s your own life experiences that have helped motivate you to pursue your passion.
You can also find inspiration from nature and from the music that moves you! If there are certain songs that make you feel like they were written just for you – those are probably ones worth listening to more often (or even writing yourself).
A Musician should always follow his passion (AI seems to think there is only one gender)
Musicians should always follow their passion. Passion is the key to success, and no one knows this better than musicians. If you follow your passions, you will be successful in whatever you do. It doesn’t matter if it pays well or even if you are good at it—the most important thing is that you love what you do!
Think of all the famous musicians who have achieved incredible success without having any formal training whatsoever: John Lennon couldn’t read music; Steven Tyler was kicked out of his high school band because he couldn’t play guitar; Kurt Cobain taught himself how to play guitar out of frustration at not being able to find a teacher who could teach him what he wanted; Bruce Springsteen dropped out of college after one semester because he was too busy practicing with his band The Castiles; Prince got signed by Warner Brothers despite them knowing nothing about him or his work; Bob Dylan had never played an instrument until he joined The Byrds on stage one day as an acoustic guitar player (he also knew nothing about folk music); Michael Jackson used to sing into an empty toilet bowl so people could hear him over the sound of flushing toilets coming from behind closed doors when they were really loud! All these great artists started out as amateurs with no formal training and became some of history’s greatest talents simply by following their passions and doing what they loved doing every day until they reached their goal!
Conclusion (written by AI as well)
At the end of the day, music is a passion. It’s something that you should do because you love it and want to share that joy with others. These are just a few things I’ve found useful as a musician, but if there’s anything else we’d like to add please let us know!
My conclusion (written by me)
We’re screwed. LOL! Hope everyone has a great new year and regardless if AI takes over, remember the reason for the season and the reason you ever got into music. It’s because it’s the most fun ever!
