Riot Fest will kick off in Chicago this Friday with one of the most anticipated lineups the alternative music scene has ever seen, including one of the few Replacements performances scheduled in 2013. To be a part of a festival like this is considered an honor for any band, but there is an added value for any developing artist that can find their way onto the roster. If handled correctly, these opportunities can be or lead to the ‘break’ all young talents seek, and today we’re going to look at how small acts can make a big splash at similar one-off events.
Festivals offer a unique experience for everyone involved. Music lovers flock to festivals as a way to see numerous beloved talent for one relatively reasonable price while potentially discovering new music without much (or any) financial risk. They may buy tickets to the event because the headlining acts, but they’ll be on the grounds all day, which offers you ample time to familiarize them with your brand. In order to do this, however, you’ll have to be creative and open to the idea of talking to strangers. Image can get you far, but it won’t turn strangers into fans.
We thought long and hard about what we could do to help bands better their return on festival appearances and came up with 5 tips that should go a long way towards strengthening any marketing approach. Every crowd is different, just like every band, so keep in mind what works for some may not work for you.
1. Social Media – Might as well start with the obvious, right? Leveraging the community aspects of Facebook and Twitter can play a big role in the success of any festival appearance. Promoting your performance regularly is key, of course, but those hoping to make the most of a single appearance will go a step further and seek out potential concert goers to engage ahead of the event. Find those planning on attending the festival who hope to see bands with music similar to yours and engage them. Share your excitement for the show and mention your set in the discussion, but don’t press too hard or you may come across as spam. People want friendly conversation, not advertisements disguised as private messages or seemingly random @ mentions. They may not listen right away, but if handled correctly these people may follow your account. That adds one more potential supporter to your social network and may even create an additional promoter for future offerings if nurtured over time.
2. Physical promotion is not overrated – The digital age has led many to believe the value in promotional posters and handbills has been lost, but in the festival setting that could not be further from the truth. Adorning the barriers, port-a-potties, walls, and everything in between with your imagery can be a great way to spark a sense of interest in those unfamiliar with your work while simultaneously providing them with all the information they need regarding your performance. Handbills, on the other hand, are most effective when used to reaffirm information already shared verbally, which leads us to our next point…
3. Arrive early and work the line – Whether you’re performing at a one-off festival in a major city or taking part in a one day of touring event like Warped Tour, there is no marketing power comparable to direct one-on-one interaction with music fans. Unless you’re playing on the later days of a festival that involves attendees camping on the grounds, people will line up in advance of gates, which offers you a perfect opportunity to engage a cross-section of diehard music fans before the day’s events get underway. Don’t try for the hard sell, but instead start conversations with people on who they are and who they hope to see during the day. As the discussion continues, look for opportunities to mention your music, and if they seem interested offer a preview via headphones. Not everyone will bite, but anyone who does is one more potential fan you didn’t have prior to that day.
4. Once gates open, keep promoting – You may be feeling a bit tired from your time working the line and rushing to hang up posters, but unless you play first someone associated with your music should be actively promoting your performance throughout the day. This can be as simple as having someone engage people who pass by the merch table, or something more elaborate like a team of people carrying homemade signs. Either way, stay on it. Even the people who genuinely enjoyed discovering your music in the morning are likely to forget an afternoon set time without a reminder or two. You’re not the person they came to see and 9 times out of 10 there are a handful of additional, equally unknown young artists vying for their attention. Do what you can to stand out, but keep in mind nobody wants a hard sell.
5. Perform as if it’s the last show you’ll ever play – If people happen to hear or see you perform during the day and enjoy your music there is a decent chance they will share that thought with someone they know when asked about their experience. If people see or hear something that catches them by the collar and demands their attention, however, there is no telling how many people they will inform. Everyone loves a great breakout success story, and there are few places that offer an opportunity for becoming an overnight buzzworthy performer like festivals. People think they know what they’re in for when attending concerts. It’s part of the reason they bought the tickets in the first place. If you can surprise them, be it through music or the energy expressed through your performance, you may just make them a fan for life. The day is bound to be a memory, and with any luck you will be the highlight of that memory for days, weeks, months, or even years to come.
We asked a few of our friends in the music industry for their advice to young talent hoping to maximize their exposure at festival, and you can read what they had to say below. If you have any questions or perhaps want to comment with some additional advice, please feel free to add your thoughts at the end of this post.
“Be present. With such a concentrated population of music lovers, connecting with not just fans, but other bands and industry folk, is a must. It’s important to meet new fans, because that’s what music is about, but forging new friendships with other professionals can go a long way in the vitality of your band.” – Tyler Osborne, Under The Gun Review
“To show new faces why your current fans love you, [be sure to] give it everything you have with all of your energy. You’re competing against weather, music, alcohol, and socializing. If you don’t give it your all, no one will pay attention.” – Zack Zarrillo, Propertyofzack
“Utilizing social platforms and the communities you’ve so worked hard to build is a key element in such a competitive industry. By networking and interacting with fans both before & after every show will help reinforce your brand, and display a sense of value to your audience.” – Mike Sacchetti, Bad News Bears (Vocalist)
