This past July, I traveled to Liverpool for the APME conference. Liverpool is an amazing city, and while I was there, I wanted to focus on experiencing the renowned live music for which Liverpool is famous. The experience proved wonderful, especially at two well-known music spots, The Cavern Club and The Jacaranda. I spent longer hours at the latter establishment, where I watched talented local musicians perform; yet, I observed that numerous artists were missing important opportunities to promote themselves from the stage. When I decided to tip an artist, I discovered that I did not have any physical money, and the artist lacked a visible QR code that led to a digital tip jar. I remained unaware of the artists’ names while they performed at the event since there were no posters or social media handles displayed. A valuable opportunity for artist-audience connection and audience development was lost. Music educators should remind students about the essential value of marketing, and all musicians should develop their marketing capabilities since they need to handle their promotion when they lack professional backing. Marketing beyond the necessary minimum exists as an essential practice for every musical pursuit. Educators should direct their attention to these essential areas, which will help students maximize their live performance potential:
Visual Presence
An artist requires a powerful visual identity that separates them from others while making them memorable to the audience. Students should utilize backdrops alongside banners and screens that display their names, together with their social media handles. A basic poster secured to a microphone stand with a QR code can create an impact during performances. Students should also select visual elements that represent their brand identity while maintaining distinctiveness.
Audience Engagement
The connection built between performer and audience through audience engagement enhances the overall impact of the performance. Encourage students to use stage banter during their performances because it allows them to create personal connections with their audience. The performer can interact with their audience by performing sing-alongs or providing shoutouts while using quick polls to determine the final set song.
Call to Actions (CTAs)
A Call to Action enables audiences who show interest to become active followers and fans. Students must specifically request their audience members to follow them on social media platforms when they are performing live. Live streaming should be encouraged by performers to expand their audience reach. Students should advertise their merchandise sales at the event and promote subscribing to their email list through a QR code.
The performance is just one piece of the puzzle. Students should be advised to record their entire performance since every show represents a potential content goldmine. The recorded footage serves multiple purposes, including social media content creation and promotional reel production. When recording, a basic clip-on or LED light will enhance video quality for performers who play in poorly lit venues. Networking is also an indispensable skill. Students should make it a point to meet the venue staff, including the sound engineer, the bartender, and the manager. These individuals have the power to suggest them for upcoming performances and welcome them back to perform again. The time students spend developing these relationships may lead to future success. Artists who perform original music and belong to a Performing Rights Organization (PRO) should be reminded to register their setlist. The simple process of registration enables artists to receive more money for their work, which creates an additional revenue stream to supplement their performance earnings.
Music educators who teach these principles enable their students to develop into both exceptional musicians and business professionals. The goal is to provide students with essential tools that will help them transform their musical passion into a lasting career while making their art accessible to global audiences.
Jessica Muñiz is a music career consultant, composer/producer, and Assistant Professor of Music Business at the University of North Texas. She is also the Founder/Owner of NIZCO MUSIC – a music career consulting service that helps musicians compose their careers to their own B.E.A.T. (Business, Education, Artist Development, Technology). Passionate about supporting musicians, Jessica serves on the boards for multiple music industry organizations, including The Recording Academy (Texas Chapter) and the College Music Society. Additionally, she serves as an Educator Ambassador for The Mechanical Licensing Collective, is Co-Chair of The Recording Academy Education Committee (Texas Chapter), and was nominated for the 2024 Music Business Educator of the Year award by the Music Business Association. To learn more about Jessica, visit www.nizcomusic.com.