Making Live Music Pay Guide
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A Cultural Enterprise Office guide explaining the activities and agencies involved in securing gigs, and promoting gigs to sell tickets, music and merchandise.
Transcript of Making Live Music Pay Guide
This is one of three Creative Growth Project guides focussing on the music
industry. It explains the activities and agencies involved in securing gigs,
and promoting gigs to sell tickets, music and merchandise. It explores;
Promoters
How do I make contact? Major ones operating in Scotland
Promoting to fans
Social networks, focus on Facebook, band website, press
Selling merchandise and product
What and to whom, sales potential, other income
1/22
What am I trying to achieve?
2/22
Gie’s a gig Come to
our gig Buy stuff
Network
events At gigs
Meet
promoters
Promoters
DF
PCL
Unique
Regular
Highlands
Individuals
promoters
Research
who
promotes
Gie’s a gig
Born to be Wide
Go North
New Found Sound
3/22
Meet
promoters
To find the right individual or major promoter for your band
• attend industry events
Born to be Wide
goNorth
• talk to promoters (and bands) at gigs
• contact promoters by email or phone
Promoters
4/22
How do I make contact with promoters?
Major promoters currently operating in Scotland
DF Concerts
www.dfconcerts.info
Venues Notables
Payment terms
for new band
All over Scotland T in the Park
The Edge Festival
Connect Festival
King Tut’s Wah Wah Hut
PCL
www.pclpresents.com
Central Scotland
Edinburgh Corn Exchange
The Liquid Room
ABC Glasgow
Barrowland
Fee + minimal
rider
Ticket deal e.g. %
per ticket goes to
venue
Regular Music
www.regularmusic.com
All over Scotland Edinburgh’s Hogmanay
High profile gigs across
Scotland
A fee relative to the gig
and the band’s profile
Beyond Promotions
www.beyondit.net The Highlands Rockness
goNorth
Loopallu
Belladrum
A fee relative to the gig
and the band’s profile
5/22
• Make up an email list of promoter contacts
• Research promoters
• What venues do they work with?
• What genres?
• What areas?
• Make sure you are asking the right people
• Meet promoters: at gigs, networking events
• Speak to venues directly
• Stay in touch with bands / musicians
Promoters summary
6/22
Sell tickets
Press
Network
events At gigs
Meet
promoters
Promoters
promoters
Research
who
promotes
Radio
and
podcasts
Promote
to fans
Band website
Social
networks
Data
gathering
Gie’s a gig Come to
our gig
BBC Introducing
6 Music
Best of Myspace
Leith FM
Fresh Air FM
Radio Magnetic
Sub City Radio
Myspace
Youtube
Bloggers
Email addresses
Mailchimp
Dot com
Dot co dot uk
Sonicbids
Bandcamp
Paypal
Born to be Wide
Go North
New Found Sound
7/22
Meet
promoters
DF
PCL
Unique
Regular
Highlands
Individuals
Social
networks
There are various ways to speak to your fan base to get them along
to your gigs and to buy your music and merchandise.
• Social Networks
• Radio and podcasts
• Press
• Band website
Promoting to fans
8/22
• Myspace
• YouTube
• Bandcamp
• Soundcloud
• Ping
• Spotify
Social networks
9/22
• More than 500 million active users
• 50% of the active users log on to Facebook in any given day
• The average user has 130 friends
• People spend over 700 billion minutes per month on Facebook
• Facebook Page Insights are very useful source of information
Focus on Facebook
10/22
For information on press coverage, read the publicity section of
DIY Record Label and Cultural Enterprise Office’s guide How to
Contact the Press & Media.
Press
11/22
• Register a dot com and dot co dot uk domain
• A central place where all content is controlled by artist
• Link to all social networks & social networks point here
• Blog
• Paypal and / or an online store
Band website
12/22
Self promotion summary
• Make your online presence as wide as possible
• Regularly update social network status and content
• Make use of online statistical analysis
• Have your own website that everything else points towards
• Engage with fans to encourage fan-based promotion
13/22
Sell tickets
Press
Network
events At gigs
Meet
promoters
Promoters
DF
PCL
Unique
Regular
Highlands Individuals
promoters
Research
who
promotes
Radio
and
podcasts
Promote
to fans
Band website
Merchandise
Social
networks
Data
gathering
Gie’s a gig Come to
our gig Buy stuff
BBC Introducing
6 Music
Best of Myspace
Leith FM
Fresh Air FM
Radio Magnetic
Sub City Radio
Myspace
Youtube
Bloggers
Email addresses
Mailchimp
Dot com
Dot co dot uk
Sonicbids
Bandcamp
Paypal
CDs
T-Shirts
Badges
Stickers
Band Franchise
Scott Cohen
The Orchard
Born to be Wide
Go North
New Found Sound
14/22
Social
networks
Selling merchandise and product
• Consider your target audience
• An older audience tend to have more disposable income
• Have low-cost items for younger audiences
• Have a range of available products
What am I selling and who am I selling to?
15/22
“3% of the audience will buy anything you have up to £200”
Sales potential
Scott Cohen, The Orchard, April 2010
16/22
Based on Scott Cohen’s figures and 1000 fans:
30 fans (3%) prepared to spend £200 each = £6,000
70 fans (7-8%) prepared to spend £50 each = £3,500
500 fans (50%) prepared to spend £5 each = £2,500
Potential total fan spend = £12,000
17/22
If you have enough different merchandise products available, you
can substantially increase your earnings beyond your annual gig
fees, (50 gigs at £50 = £2,500).
However, if you only have £16 worth of merchandise available:
30 fans (3%) spend £16 each = £480
70 fans (7-8%) spend £16 each = £1,120
500 fans (50%) spend £5 each = £2,500
Total fan spend = £3,600 18/22
Other income
If you write, compose, perform or publish music you can get additional
income, either in the form of;
performing rights royalty fees, whenever your music is played or
performed in any public space or place
or
mechanical rights royalty fees, whenever your music is reproduced
as a physical product or for broadcast or online.
You need to register with the copyright protection and collection
agencies, PRS for Music and PPL, to assert your rights to this income. 19/22
Further information on performing and mechanical rights can be
found in this related guide
Making Money: Managing Rights
20/22
• Have merchandise!
• You can only sell as much as you have
• Diversify your products
• Make it readily available to the public
Merchandising & product summary
21/22
Please refer to the other two music guides from the Interreg ICV
Creative Growth Project:
DIY Record Labels
Making Music: Managing Rights
and to the following relevant Cultural Enterprise Office resource:
How to Contact the Press & Media
22/22
Next steps
Cultural Enterprise Office would like to thank Dave Hook, Edinburgh
Napier University and the Interreg ICV Creative Growth Project for
use of this content.
Disclaimer: Cultural Enterprise Office is not responsible for any advice or information
provided by any external organisation referenced in this document.
