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There comes a time in every indie artist's career when all of the writing, recording, self-promoting, etc., is done and there is nothing left to do but play. And not just for the rows of screaming fans that made you want to do this in the first place. I'm talking about another faction, those who could prove to be instrumental to the ultimate success or failure of your career: labels, managers, booking agents, and the like.
Often, this is done in a showcase setting. A showcase is the ultimate
make or break time. It's ‘Every Breath You Take' time. Every step you
take, they'll be watching you. From how you walk out on stage, to the
way you handle yourself after the performance, you're under the
microscope, like an organism, dissected down to the smallest action.
And remember, a move that may seem insignificant to you could be monumental to someone deciding whether or not to invest their hard-earned money or valuable time into your career.
The venue you choose to play is crucial. Both the room and its overall vibe are two things that should be taken into consideration. Are you playing at a club? Or, are you renting a sound stage for the day? There are pros and cons to both.
The pros of a gig at a club: it has that unpredictable live atmosphere. The cons, it has that unpredictable live atmosphere. It's a crap shoot. Playing in front of a crowd can make all the difference in the world to someone coming to see you. I've heard stories of bands getting deals because an audience knew every word to their songs. It makes sense following the line of thought that, "If the band reached all of these people, why couldn't they reach people just like them, everywhere." But, you can also run into possible problems playing at a club with things such as sound difficulties and/or unruly individuals. We'll hit on remedies for both a bit later.
Just like the club showcase, the sound stage showcase has its own positives and negatives. The pluses are that you can control every last detail in the room down to the temperature. These are things that can really help put you at ease before your big performance. The major problem with a showcase in this type of environment is that it can come off too staged, and without a crowd backing it up, it may be more difficult for someone to assess your marketability properly. Also, there is the belief that as an artist, it can prove to be harder to perform under these circumstances. However, I say either you can do it or you can't, period.
Now what if you threw a party and no one came? That is the possibility you face when doing a showcase. Although, let's just go on the fact that the only reason you are doing this show in the first place is because you are sure that these people want to see you. And it is a good idea to schedule shows like this during the week 'cause the weekend is known for being more difficult to get people to come out. (Note: If someone wants to see you bad enough, they will make time!)
The time of day should also be factored in. Unless you can guarantee that you will be playing for a packed house, stay away from the late night hours. The earlier the better usually. Try right after ‘work'. Their work. Remember most of them have already had a full day at the office, so the last thing they want to do is then wait five or six more hours to see whether or not you can pull off your recordings live, which is ultimately what they're coming to see.
As far as budget for the event, pony up as much as possible. You have to look at the showcase as something that may or may not happen again, so the last thing you want to do when it's over is second guess yourself about, "Maybe I should have spent a little more on the room, sound man, etc." And hey, you gotta look at it like something you've been working towards forever, and you can't really put a price tag on that, can ya'?
It's your party, and you can do whatever you want to. As long as you keep in mind the people you are inviting. This isn't a popularity contest. You get no points for how many people show up. However, the more thought you can stimulate, the better. "Hey, why is so and so here. Do they know something I don't? Maybe I really need to talk to these guys." So invite wisely. You need the RIGHT people to be there.
You want mom and dad there? Fine. Girlfriend, boyfriend? Of course. Uncle known for getting plastered at every gathering? Probably not a good idea. Focus on inviting people who are both interested in seeing your show and can aid you in your career goals. There will be plenty of time to entertain friends and family later.
Sound and techs are both something that should not be skimped on. You can practice every hour of everyday, but if your vocals, guitars, or drums are not miked properly, it's all a waste. And the last thing you want to be worrying about is whether someone can hear your voice, or if there's too much feedback. It is also a good idea to have a helping stagehand or two at the ready just in case. Also, a proper pre-show sound check is absolutely necessary to get all of the bugs out beforehand.
These are just a few of the things that indie musicians must be aware of preparing themselves for what could be the most important set they'll ever play. In a business where the odds are stacked against you from the beginning, it's up to you to do everything in your power to even them out. Or at least get them closer. 'Cause, in the modern here-today-gone-later-today world, being an indie musician is just like that old shampoo commercial says, you don't get a second chance to make a first impression.
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