Building the Band Brand: Gigging in the 21st Century

20th Century

You were the only band; you played between three to five sets, 50 minutes each. During those sets you opened with two of your own songs (or strictly stuck to cover material) and then went into cover songs, intertwining one of your own tunes occasionally. You take a half-hour break and prepare to come back for your next set.

21st Century

You’re on a bill with five to eight bands. You have 35 minutes and then you’re off. You must play all your own songs, mention your Web site and that CDs are available at your gig. You may do a cover, or be creative like one band I saw – they did a cover of something like “Best of Both Worlds” by Hannah Montana while the singer sang Rod Stewart’s “Do You Think I’m Sexy.” May not have been the best band in the world, but they got 100 percent in creativity.

20th Century

During your break you stay with your friends and family and ignore the fans, or say hello if they come up to you.

21st Century

After your set, mom and dad remove your equipment. You go to a table near the stage and sign promotional material you’ve had prepared, offer CDs, and if you’re really sophisticated, downloads onto USB memory sticks (probably your cost $10), take pictures and videos with fans. Post them immediately to Facebook, MySpace, Twitter pics, YouTube, your own home page and on and on.

20th Century

You advertised your gig in an underground/alternative newspaper, or got the promoter to do that. You went on radio and talked about the upcoming gig. You went to Tower Records and signed autographs.

21st Century

You have street teams create buzz on MySpace, Facebook, Twitter, YouTube and all over the net. When you’re in their town they recruit students from high schools and colleges. You’re posting videos to all these places. You’re a welcome guest and you don’t hype, hype, hype. You send out a weekly newsletter, let your fans know all the places mentioned here that you are coming. You keep ALL you net sites updated with upcoming gigs and events. Check Malese Jow, Ashley Tisdale or Tiffany Giardina. They’re all over Twitter while Jessica Simpson may post once a week. Who’s careers are ascending? You build a relationship with your local Radio Disney – ask Jonnine and Brookie how well this works – rising stars nationally on Radio Disney thanks to these connections. If you’re really adventurous and have time, you create a talk radio blog and discuss music. Have friends and family call in.

You go to all the red carpet events that you can, like Kids Choice, Teen Choice, anywhere Brad and Angie are. You have your picture taken with the big star of the moment, Miley, Demi, Tayor, Joe, Nick and Kevin, or you score BIG time and have it with Malia and Sasha Obama and their mom. Make sure that is plastered ALL over the Internet, like TMZ and Wireimage.