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Shows and performances are a critical part of an artist’s career with huge potentials for direct revenue and brand building that is still very much under-appreciated in our industry. And to deliver better experiences for concert goers and fans, artists and promoters must fully understand that they are responsible for the welfare and enjoyment of their paying fans right from the time they step into the event venue to the moment they leave; and must act accordingly.So, here are some areas where significant improvements can be made with huge ROI.

Plan your set!

It doesn’t matter how many “I love my fans” tweets you put up, if you don’t take time to properly plan and rehearse your set you neither love nor respect your fans and that’s sad. You must know beforehand how many songs you plan to perform and have a predetermined sequence for performing them and this information should be known to your band and DJ as well. Every interlude, every pause, every monologue, every song, every opening act’s performance,every lighting maneuver, every damn move, as much as possible, should be properly choreographed in advance.This is how you “kill the show” not by merely showing up and miming to your songs in fits and starts.

Security

Surely, no artist wants their fans to be robbed, sexually harassed, raped, beaten or stampeded to death at their shows(I hope). Yet some of these things continue to happen at our events because artists do not see themselves as being responsible for the welfare and security of their fans and this is totally wrong. If any negative thing happens at your event, your name will be splashed all over the media not the show promoters and organizers and that should tell you that people expect you to be responsible for your fans. Artists, working with security experts, should make sure to review the security arrangement for their shows to make certain they are adequate for the size of the crowd being expected. Also, the audience must be made aware of key security details like where security personnel and installations are located around the venue and what they look like. Artist must review emergency response plans for their shows. You should care whether there are enough ambulances and paramedical personnel to handle all the emergency situations that are commonly associated with such events. As with the security info, the location of emergency exits, emergency management personnel and what to do in the case of an emergency should be spelt out to concert goers before and during the event, including occasional mentions by the artist during their set.

Be on time, you will not die!

I have heard different reasons offered for the habitual delays we have been experiencing at shows recently. Some have said that their shows couldn’t start on schedule because the venue was in use the previous day and so there wasn’t enough time to set up. Well, dear artist, next time you are working with a sound or promotion company you should make sure they have the capacity to set up in time for your show. Also, you may shift the time of your show to say 11pm to allow for adequate set up time instead of the implausible 7pm, so that your fans don’t have to waste precious time at the event venue. Also, make sure the sound gear providers have back up equipment in case of any eventualities before or during the show.

But if you are one of those clowns who presume that their star power is somehow boosted when they keep people waiting, I’ve got news for you, one day your star power go go market and e no go come back. Do better.

Experience Design

Like I mentioned earlier you become responsible for your audience from the moment they walk/drive into the event venue. The artist and their team must painstakingly design every step of that journey to be a safe and pleasurable experience for every fan. Everything from adequate, safe and convenient parking spaces to fairly priced food and drinks within and around the event venue must be considered, Although this seems like a big responsibility, and it is, it is also a huge opportunity to sink the roots of your brand ever so deeper into the minds of your fans and the general public.

In conclusion, I hope to see artists and show promoters show more empathy in designing and planning events. And if something goes wrong even after you have done your best to create a wonderful experience for your fans, please acknowledge it and move swiftly to address it; don’t play dumb, that’s so last year.

Source: Joe Heman

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