The Local Coffee Shop
Many musicians complain about the lack of gigs they have, but
when I ask them to look closely at the type of venue they are
searching, the repeated pattern seems to be clubs, stadiums,
concert halls and pubs. What I would like to share with you is
this... keep a look out and be totally aware of the possible gig
locations so that you're not limiting yourself. How about
restaurants, parks, malls or my favourite, the local coffee
shops? Coffee shops are the next link in the chain of great
gigs. Depending on the venue, you can drop in several times and
build links with staff and get a feel for the type of customers
that come there. Make it your second residence!
Depending on the type of music, coffee shops represent the
perfect venue for musicians to meet with their perfect audience,
and if they are your right audience, what must your audiences be
doing if they're not watching you? Drinking coffee :)
Coffee shops are great places for people who want a break from
both work and home. It's like the middle space, or the third
space. I personally like these places because it's nice and
cosy, allowing you to build deeper relationships with the
crowds.
Something that works day in, day out is the power of repetition.
If people see your name several times, they remember it, and
create a link in their mind. By placing several posters in the
coffee shops where the same people go everytime between home and
work, it becomes something they cannot miss, and they will
definitely remember it. You can guarantee most of them will be
at your event.
So how do you get booked?
Pay attention to the peak and off-peak times at the coffee shop
as you can use this to your advantage really easily. If you play
in the morning when it's peak time and attract many customers
for the shop, you'll notice that the lunch area may be very low
in customers, so pitched correctly, you could ask the shop
management if you could play in the afternoon, and attract the
customers that way.
Don't expect to be paid by the coffee shop management, but one
way to grow your audience is to collect mailing list signups.
This way you can inform them by post or e-mail where you are
performing next because there will definitely want to be a part
of your music.
The most important thing is that you have already built up great
relationships so that you can emphasise how you will bring more
people to their place.