Small Venues: Challenges, Opportunities, and a Marketer’s Canvas
The spaces that celebrate and propel ‘Country, Bluegrass, Blues, and other Music for uplifting Gormandizers’ into the cultural consciousness are, as they ever were, in trouble.
These challenges, however, present a rich tapestry of opportunities for astute marketers.
Understanding the Landscape
Small venues continue to grapple with economic and regulatory roadblocks. Recent crises have only magnified their struggles, warranting a closer examination of the hurdles that hinder not just the venues but also emerging artists, and the continuity of cultural expression.
Cities like Barcelona starkly portray the gradual erosion of nightlife vibrancy, witnessing over 200 venues fade away across two decades. In a city of 1.6 million people, the total estimated capacity of its 198 music venues is less than 50,000, The Association of Concert Venues of Catalonia says.
In the UK, The Music Venue Trust has projected that 2023 will be the worst year for closures since its formation in 2014.
That being said, there’s an up-side: spaces are becoming crucial once again. Live event attendance has largely recovered, and nearly two-thirds of brands state they’re executing the same number of event activations if not more than they did pre-pandemic.
The Opportunity for Marketers:
For marketers seeking authentic connections with their audience, these challenges present an opportunity to support and benefit from an ever-illusive sense of ‘intimacy’ and community. Small venues offer the perfect setting to craft personal, yet talked-about experiences. Supporting emerging artists or pockets of culture in a setting that is undeniably vibey creates an opportunity to engage with fans on their level and on their own terms.
This narrative craft transcends traditional sponsorships. It’s a delicate dance of merging brand essence with the soul of these spaces.
Tapping the Potential
Activations like Jack Honey’s Art, Beats + Lyrics Tour, or American Express’ ongoing Amex UNSTAGED series exemplify how thoughtful brand partnerships can thrive in an intimate environment. These instances highlight that investing in such spaces amplifies brand relevance, forging a genuine connection with the audience.
Beyond Music: Embracing All Small Spaces
Beyond traditional music venues, smaller and unique spaces, like those that built SofarSounds events and their successful partnerships, offer an unparalleled level of intimacy and engagement. Unveiling the potential of these hidden gems allows marketers to craft extraordinary experiences.
These intimate gatherings extend beyond music, encompassing art exhibitions, poetry readings, and other cultural events. Brands can tap into this by curating events that align with their values, creating a captivating brand narrative and fostering a loyal community, or supporting an existing one. Consider, Aime Leon Dore and New Balance’s investment into the Lower East Side’s Masaryk Gym, for instance, which provides a well-loved space for community programming, while also promoting both brands.
Wrapping Up
Small venues, beyond being platforms for artists, are crucial for maintaining the rich cultural tapestry of our society. By actively supporting and investing in these spaces, marketers can create not only memorable brand experiences but also contribute to the preservation of our cultural heritage.
