Rock and Roll Stories #68 - The changing face of getting people to come to gigs

 As a band with a four decade legacy of geting people to come and watch us, I was thinking about the way grassroots bands interact with their audiences and get them to come to gigs has changed over the years. Ever since The False Dots first started, the basic proposition has been the same. Come and see us and you'll have a great evening. Perhaps our biggest strength is also our biggest weakness. We are a great live band, we have always got a good audience engagement. But our secret weapon has pretty much been that as a lot of people who come know each other, it is also a chance to catch up. But people only come to gigs if they know about it. You could put The Rolling Stones on at the Dublin Castle, but if no one knew, then no one would go. You have to get the message out and create a buzz.

When The False Dots started, this was easy. I was still at school, as was the rest of the band. We simply told all our mates at school and they came. For the first coiuple of years of the band, this ensured we'd have a decent audience. By the time we got to 1983, most of our friends were at Uni or we were not in contact. however, we'd built up a bit of a reputation and a following. People would see our name on a listing in the NME or Melody Maker and just show up. I'd also ring up all of my mates. Most people who liked music, read the music press and gig listings. Promoters knew we'd pull a few people in and they'd put us on with decent bands. Getting gigs was not a problem. 

By 1987, things had changed. Our music was out of vogue, our mates who had been music nuts were doing other things and the younger generation were not interested in our style of music and stupidity. Promoters were not interested unless we paid to play. We'd still get a few people along, but the days of 100 fans turning up were gone. I'd ring my mates, they'd promise to come and then not bother. In 1990, I was fed up with it all and we stopped playing until 2002. 

In 2002, we restarted. It was meant to be a one off gig, to raise money for the family of my former business partner, Ernie Ferebee, who had passed away. Facebook wasn't really on the scene, but as it was for Ernie, we did a big ring around. The gig at the Red Lion was packed and loads of people we'd nots een for years came. Rick Collins, who promoted it, put ads in the Music press. It seemed nothing had changed, but we were on the cusp of the digital age. The band was not particularly busy, we did 1-2 gigs a year, mostly to mates. 

By 2007, many people were signed up to platforms like Facebook. I failed to spot the potential initially for band marketing. However, in 2008, when I started this blog, I had my own platform. The music press and its role promoting music was diminishing. By 2018, the NME stopped printing. Whereas previously its gig listings were the bble for muso's, it became irrelevant. Facebook changed and evolved. There are all manner of special interest groups, these are well suited to music fans. If you like Ska music, you join groups that focus on that genre of music etc. Bands post links etc. 

I can't recall the last time I rang up a mate to come to a  gig. We do engage with the printed press. We have a good relationship with The Camden New Journal, who have kindly supported the band. However, the main way of engagement is by posting in online groups. We also get a lot of support from radio. We do a lot of work on On Line Stations, such as Rock Radio UK, and also get plugs on BBC Radio London. My view of such things has always been fairly promiscuous. We try everything to get gigs mentioned. It works. People we've lost touch with turn up and re-engage, but it requires a fair bit of work. 

I am amazed at how lazy many bands are at self promotion. Many seem to think that people will magically turn up to see them, They won't. People only come if they know about it and are given a good reason to part company with their hard earned cash. But that only goes so far. Once they are at the gig, you hve to ensure they have a good time and want to come back. There are two elements to this. The first is that you have to be entertaining, but the second is, you need to find an audience that likes what you do. The best live band I've seen is The Ramones, but at their peak, they supported a well known heavy rock band on a tour. They went down like a lead ballon (not a Led Zepplin BTW!).They were simply playing to the wrong audience. Do your homework!

What is undoubtedly true today though, is that when you play a gig and ask people along, there is much more competition for peoples attention. When we started playing gigs, people would come along because it was relatively cheap and there was not much else on. We figured out eaarly on, that if people had a good night, they'd come back and often bring a friend or two. We also learned that if we had a bad gig, all the good work could instantly be undone. Our first truly terrible gig was on the 18th August 1980. We had been promoting gigs at the Harwood Hall in Mill Hill, this was the third. It was so awful that we never did another one there. We also changed our line up and made sure that we were ready for anything. We did a few duds, but it wasn't because we weren't prepared. At Tumba Gymansium Stockholm in January 1982  , the PA blew up. At the Prowlers Rally in October 1984, it was a bike rally in a Marquee and the temperature was freezing, it was too cold to play guitars and they kept going out of tune. Those sort of things you can't control. What you can control is knowing the songs well enough to deliver them in an entertaining way. I think we've never missed the mark again. 

There are a few basic rules to try and follow. Don't over gig. People will get bored if you gig all of the time. We try and ensure that we only gig four times a year at any venue and if we have a friendly promoter in an area, we only gig for them. We try and build up a degree of trust. We also find that some people will only come to certain venues. 

But if you really want to develop, there is a secret. Network with other bands. Make alliances. The False Dots have several mates that we've done lots of gigs with over the years. We've introduced our fans to them and a few of their fans now come and see us. This has always been our ethos. When we first started, we used to invite a band from Edgware called The Vektors to play with us. They had a really solid fan base and we became mates. You can see one of their early performances supporting us  at The Harwood Hall here. 

We also were mates with a band called "NO Biscuits" and did a few gigs with them. They headlined at The Bald Faced Stag in Burnt Oak for a CND Benefit gig. Here is The False Dots peforming at the same gig. You'll notice a healthy audience at both gigs.