Music and Entertainment Reflection
Art has always been the creative reflection of societal issues through use of technological mediums. The distribution of this art has always been done through society. Once printing presses allowed mass publications, artists became writers and poets; once photographs could be taken, artists became photographers; once audio was recorded, artists became musicians; once video could be recorded, artists became film makers. Essentially there have always been artists that adapt their art to the medium in which is available to them. That art has been shared through books, radio, TV, movie theaters, art galleries, etc. Technology is the tool artists master in order to create, entertainment is the social engagement.
With our current technology, artists are becoming masters of the technology previously available to them as well as the new mediums presenting themselves. Social media has allowed for almost all forms of art to be brought directly to the pockets of the audience. Social Media is the tool that artists now use to consolidate books, radio, TV, galleries, etc. into one, cohesive package. Social media is the new entertainment medium.
Because of this entertainment-laden supercomputer that most people carry around in their pockets, live entertainment, especially music, needs to have even more sex appeal than ever before. Making events have this appeal is solely reliant on good marketing. The interest in an event no longer has the crutch of “what else are you going to do on a friday night” like it has prior to the internet. Entertainers and musicians are competing not only with other entertainment events, but also convenience factor. Anyone can listen to an artists music on various streaming services from the comfort of their own home toilet. So getting people to not only know about an event but also getting them to want to put aside their favorite Netflix series, Facebook, YouTube, come out to an event, spend money, stay up late, and ultimately choose YOUR event above all other choices is now harder than ever — That is, unless you are really good at marketing.
No longer can anything be broad strokes marketing. Market segmentation is crucial and critical. Those people that you want at shows are specific people, not just people. The more a promotion and marketing teams can get in the minds of those target audiences, the more people will come to the show. Instead of asking how can we get people to come see our band at the local venue, ask yourself why you went to the last show you went to. You can’t figure out how to make people come to your events unless you can really be intrinsic about why YOU go to shows. Once you start doing that, emulate the process. Why did you go to that show last weekend? Does the band put on an amazing show? Then make sure your band or all the bands on your bill has an entertaining show. Invest in lights, props, gear, costumes, etc. that would get YOU to come to a show. Is it that they are your favorite band? How did you discover them and can you work to recreate that in other peoples’ lives with your distribution methods. Most questions about other people in the industry should really start with the person asking the question. No one gets into the music and entertainment business unless they have a passion for it or are utterly insane. Answer all of your own questions through your own scope is one of the easiest and most overlooked discussions to have with people. It’s easy to get psyched about a show and then disappointed when no one went, but would you have attended had you not been involved? These are the questions that need to be asked and essentially is the very basic yet most important aspect of marketing.
Many might argue that art can speak for itself. If one makes good art, then people WILL see it and get involved. Sure, but remember many famous painters died broke. And one of the realities of the art and entertainment industry is that good art does speak for itself, and it is really easy to make more elaborate art when you have a higher financial capital. Game of Thrones is art. It is great and therefore sticks out and is enjoyed by many, but only because it was marketed to the right audience. Game of Thrones is much more well funded than a garage band, but also not everyone watches Game of Thrones. Furthermore hardly anyone limits their art consumption to only that show. This being said, yeah great art will speak for itself, but only if it is brought to the audience that will think it’s great. I’d say Queen is one of the greatest bands of all time, yet there are people that think they suck. Great art only speaks its greatness to those that think it’s great. That may seem redundant, but it seems like lots of artists really forget that. Not everyone will like the art you make, others will love it. The art and talent of a creator is only appreciated by people that will like it. So instead of trying to make something that everyone likes, find out who you want to experience the art. Then it will speak for itself.