We all want audiences at our concerts, so we have to let people know about them.
I’ve seen so many bad examples of concert publicity recently, I thought I’d write a few tips.
We all want audiences at our concerts, so we have to let people know about them.
I’ve seen so many bad examples of concert publicity recently, I thought I’d write a few tips.
There are times, especially during the pandemic, when there are no choir events or concerts coming up.
But you need to keep your singing business in the public eye or people will forget you. Here are some ideas you might try.
Places strictly limited. Book now to avoid disappointment. To be sure of a place, please send a cheque. Last year we sold out, so reserve a place early!
How many times have you heard these kind of pleas for a concert or singing workshop? But the tactic can seriously back-fire.
Having written about starting your own community choir, I recently put my money where my mouth is and started a brand new singing group – my first in 15 years.
I learnt a lot from this process and thought I’d share with you.
Last autumn I moved to a completely different part of the UK – Woodbridge in Suffolk. I knew that at some point I would need to start a regular weekly group as I have to earn a living! I decided to wait a while to settle into our new house and start something up in the new year.
Before I moved here I thought I would start a group in the nearest big town, Ipswich, as that had the largest population and was a central point for the surrounding area. But I also decided that I wanted to cut down on my travel.
So I decided to take a risk and set up a group in the small town that I live in (population 11 – 12,000).
In January this year I put my modest publicity machine into action, gave the group a name (The OK Chorale – I wanted to keep it light-hearted and avoid the word ‘choir’), found a venue (this was very hard as most decent spaces are already used on a regular basis), and waited.
I had modest expectations. I reckoned that if 20 people turned up, that would be OK as I could build over the coming months. If only 10 people turned up, at least I could cover my costs and it would be a start.
The start time was advertised as 7.30pm. A handful of early-birds turned up just after 7pm. By 7.10pm this had turned into a steady trickle, and by 7.15pm all the seats in the room (about 30) had been taken. By 7.30pm there were almost 100 people squeezed into the tiny room that I had booked with no room to move!
Fortunately, I was able to contact the person who books the large adjoining hall which (luckily for me!) just happened to be empty on that one night that month. We re-assembled in the big hall and only then did I realise how many people were there.
Panic over, I began the session with some trepidation as I’ve not worked with such a large group before. The acoustics were great for singing, but I had to really project my own voice to be heard above the hubbub. The evening went fast, and people seemed to enjoy themselves.
I got everyone who was interested in coming back to jot down their email address as clearly I had to find a new venue by the following week. I was amazed at how many names there were! I had thought we maybe had 60 or 70 people, but it was only when I counted them all up that I found there were over 100.
I spent the rest of the week phoning round madly to find a suitable new venue. I thought I’d exhausted all the possibilities when I booked for the first session, but finally managed to find a school hall only 5 minutes walk from my house!
The following week pretty much everyone who said they would come back did, plus a few more who had heard about the group. Now that the dust has finally settled I have 93 fully paid up member for this term (I work in blocks of 10 weeks). And I still have people contacting me to go on the waiting list!
We have just finished our sixth session and everyone seems as keen as ever. The biggest problem I now have is what to do with such a large group and how to deal with those people who still want to join. A nice problem to have!
Several of you have contacted me over the last few months to say that you’re setting up your own choir. I’d love to hear how you’re getting on and what you have learnt from the experience. Are there things you would do differently? Did you make any mistakes? What was your biggest success? Do drop by and leave a comment and share your own experience.
Over the last three weeks I’ve been looking at the traditional way of getting audiences to come to your concerts: identify what your choir does, describe that accurately, then get the word out.
This week I’m going to show you 20 other ideas to increase your concert audiences.
I’m sure there are plenty of other good ideas out there for increasing the size or composition of your audience. If you’re not afraid of other people stealing your best idea, do leave a comment and let us know your good ideas. The more the merrier!
In case you’ve missed any of the other three posts in this series on finding an audience, here they are:
Next week, I’ll be considering choirs that choose not to perform at all.
You’ve identified what your choir does, found a way of describing it accurately, so now it’s time to let people know about it.
I’ve considered this subject before in Getting the word out which forms part 5 of How to start your own community choir. But in this post, I’m going to look more specifically at the forms that publicity might take and what outlets there are to promote your choir.
There are many forms you can use to spread the description of what your choir has to offer. Here are some of them. It’s not an exhaustive list!
This includes press releases, posters, fliers, brochures, beer mats, business cards, advertisements and so on. You will probably already have a written description of what your choir has to offer, so can easily adapt it for each of these different forms. You can also use audience testimonials from people who have seen your concerts before, or – even better – a review by a recognised music critic.
For posters, brochures, etc. there also needs to be a design element and suitable choice of images. You can get something off the shelf or see if anyone in the choir has design skills. Sometimes a photo of the choir is useful (especially in the local press), but is not necessarily always the best image for a poster. For my views on photographing choirs see Picture this.
Your latest CD, a recording of your last concert, even a rough recording of last night’s rehearsal can all easily convey exactly what your choir sounds like and what kind of repertoire it sings.
In these days of cheap digital camcorders and YouTube, having a recording of one of your performances or rehearsals is probably the easiest way of summing up what it is that you do.
Word of mouth is by far the best way of promoting your choir, but there are also interviews (with your musical director and/ or individual choir members or audience members) which can be used in a number of different ways.
Maybe obvious, but a live performance is the very best example of a live performance! People can see exactly what it is that they will experience in a full concert.
This can also be extended to live demonstrations (a taster workshop, a free trial for potential choir members, teaching a song to the audience).
In these days of mobile phones and the internet, there is an increasing number of different outlets for publicity, but don’t overlook the more traditional outlets such as newspapers and magazines. Here are some of the more common outlets. Again, by no means exhaustive.
There are local BBC radio stations all over the country and they are desperate to have free content to fill the airwaves. They will often give you a phone interview and/ or play a track from your CD or even interview you in the studio. One of my choirs did a live performance in the studio one Christmas!
Local commercial stations tend towards the more populist end of the spectrum, so whether you approach them or not depends on what your repertoire is and what kind of choir you are.
Regional TV is harder to get onto, but you can always try the ‘human interest’ approach. Maybe you’re donating your concert proceeds to a local charity, or one of your choir members has a story to tell.
The BBC website has separate pages for each local station. Most of them have some sort of events section and some of them will also broadcast a what’s on slot. Worth sending them your press release.
If you happen to be performing at a festival or arts centre which produces its own brochure (and posters), then you will get excellent coverage for free. Make sure you get the information (and images) to them in plenty of time in the format they need and with the correct word count.
Even if you’re not actually performing at your local arts centre or festival, they often offer a service whereby you can piggy-back their brochure distribution by putting a single item in the envelope with the brochure when they do a mailshot. It’s cheaper than posting them yourself and it will also get to more people than your own mailing list.
Local newspapers will almost always list your concert in their what’s on or community section, but that might just be a couple of lines amongst many other events on the same day. Much better to try to get some editorial space.
Again, like other local media, you’ll need an angle (not just another concert!), preferably one with human interest. Local papers usually like to send their own photographers so you won’t get a chance to use that carefully chosen choir photo that you spent so much time on. Their photographers only work office hours and weekdays so won’t come to one of your evening rehearsals.
All local papers will have a website. You can get listed in their what’s on section, but more importantly that’s where you can find full contact details and names of reporters. Try to develop a personal relationship with one of them. Phone calls are better than email for doing this. Find out who on the staff might like the kind of music you do.
It’s very, very unlikely that you will get national press coverage, but if you think you have an unusual and interesting enough angle, then give it a go. Again, make sure your contact is targeted, don’t just send it to the general news desk.
Make sure you get your information in to the paper in plenty of time. If it’s a weekly local paper, then make sure you know which day it comes out. Send your stuff in with at least a week for them to publish. There’s a fine balance between getting the word out too early (so people forget) and leaving it too late (when they’ve booked up to do something else).
Keep a file of all press contacts, names, addresses (real and email), website address, publication dates, etc. etc. Keep it up to date as personnel change frequently.
Magazines are like newspapers only they have a much, much longer lead-in period. Find out when they come out and when they go to press. You’ll need to keep a forward planning diary to make sure you hit their deadlines (which are often published in the magazine the month before). It’s easy to forget that the information about your Christmas concert needs to be submitted in August for those quarterly magazines that come out in October.
It’s very,very hard to get a review of a concert which has only one performance. Newspapers and magazines will only tend to review something that will still be on after the review is published. But still worth a try.
So far I’ve only considered outlets which are free. The one big advantage is that they don’t cost money, but the big downside is that there is no guarantee that you will get in, or if you do, they might mangle your press release and miss out vital information.
One way to guarantee inclusion in newspapers and magazines is to pay for an advert. This can range from a small black and white ad in the classifieds, to a full-colour, full-page ad in the magazine section.
The big plus is that you will definitely get published – at a price. Make very, very sure that you’ve checked everything for typos and accuracy before submitting, make sure you agree a price beforehand and check what format they need the final copy in.
Obviously you’ll put your concert information on your own website (you do have one, don’t you??!!), and make sure it’s kept up to date, but there are also hundreds of listings and what’s on sites on the internet. Some are nationwide, and some are local. They all have different requirements so you’ll need to adapt your basic publicity information to fit a whole range of word counts. Don’t forget time, date and how people can get tickets.
Many newspapers allow online submission for events via their website. There is usually a form to fill in. Make time to investigate all relevant websites and bookmark them so you can update them all in one sitting.
Put it on your choir’s blog if you have one, or find out if any choir members have a blog.
This is the age of Facebook, YouTube, Twitter and so on. If you have the time (and know-how), set up a Facebook page for your choir, a YouTube channel (for all your videos) and a Twitter account, and any other social media you can think of. Regularly update your followers and fans. Keep them in the loop and offer them special previews or deals. Make them feel special!
Make sure that it’s easy and obvious via your website how to connect with you on these other sites. Put it in your choir email signature, on your choir business card (you do have one, don’t you?), and any other place you can think of.
The place for fliers and posters. Before you print hundreds of A5 fliers, make sure you know where they’re going to go, if it’s allowed (always ask permission in bars, cafes, etc.), and whether it’s worthwhile (you don’t want to come back after the concert and find that there are still piles of flier sitting there!).
Before you print loads of posters, figure out exactly where they’re going to go. It’s no good getting 500 printed if you only have 20 outlets. Don’t get A2 posters printed if you only have small notice boards available that will only take A4 posters.
Can you pay to have the local leaflet people display your fliers or put them through people’s letter boxes? Is it cost-effective?
As long as your local council or shopping centre doesn’t object (ask them first) you can do impromptu performances in public spaces. Make sure someone is there who is not singing who can hand out leaflets and field enquiries. Maybe get a big self-standing board made so you can advertise clearly the name of your choir and concert details. Maybe have some CDs to sell!
Offer to be a support at someone else’s concert – for free. Go to the top. Ask the big guns. You’d be surprised how many big names will go for it if they’re doing a local concert near you. If you don’t ask, you don’t get!
Make the offer clear: “we’ll do two songs, it will take six minutes and we think it will complement what you plan to do in the second half.”
Offer your services to the local cinema. There was a French film a while back called “The Chorus”. Offer to do a few live songs before the film starts. Choose an appropriate film!
Contact the local schools and offer to do a joint concert. Or other local choirs.
You should always be developing your mailing list. Collect names and email addresses (cheaper than snail mail postage) at concerts, workshops, outdoor performances, on your website, etc. Do a mailshot in plenty of time before your concert. Don’t use exactly the same wording as on your website (or Facebook page or Tweets). People get bored very easily and fed up if they keep hearing the same refrain. Vary it and keep it spiced up.
If you only have snail mail addresses, think about posting fliers. Or if you can’t afford it, rope the choir in to hand deliver stuff. Always put a note in for people to let you know if they have an email address, it’s cheaper.
Finally, a bit old-fashioned, but there’s nothing like the personal touch. If you have phone numbers on your mailing list, then why not recruit some choir members and choose a random group of people to phone and plug your concert to. Hopefully it will have a ripple effect. Make people think they are special by making it personal. And if they can’t/ won’t come, then it’s a perfect opportunity to get some feedback.
And since we live in the modern world: don’t forget texting.
There’s a lot here I know. And I’m sure I’ve left some things out!
I’m not suggesting you do all of these things, but I hope I’ve given you a glimpse into the many forms and outlets that your publicity can use. There are plenty of resources out there to help you write the perfect press release, maximise your social media presence, design the ideal poster, hunt down your local newspapers.
A lot of it is trial and error. For instance, I found at that for some reason more people came to our concerts who saw it in the local free paper rather than the paid-for evening news. Also, there aren’t that many suitable places to put fliers out locally, so printing hundreds is a waste of money.
Change your strategy and learn as you go along. If you decide to pay form something (a designer, and advert, a flier distributor), then make sure it’s cost-effective. If it’s not, stop it.
So why not get started ... now!
And you have to keep it up. It’s no good putting a huge effort into your next concert, then letting up. You have to develop, extend and push.
Next week I’ll be looking at alternative strategies for getting a bigger and better audience for your concert: 20 ways to increase your concert audience.
But in the meantime, do drop by, leave a comment, and give us the benefit of your own ideas and wisdom. Is there anything I’ve left out? What works (or doesn’t work) well for you?
This is a revised version of a post which first appeared as It does exactly what it says in the blurb – or not! in August 2007
Last week I pointed out that the first step in finding an audience for your concerts is to identify what it is that your choir actually does.
The next step is then to describe that in a way that people can relate to. That is the tricky part!
A few years ago I ran a workshop called Beatles acappella. The publicity said something like: “A fabulous singing workshop for Beatles lovers. Learn fun harmony arrangements of well-loved songs by the Fab Four.”
I was very pleased that a few younger women had decided to attend. But half way through the morning, after learning a couple of songs, they left. When I asked why they were leaving they said “It wasn’t what we expected.”
What had they expected I wonder? I thought I had explained very clearly what was going to happen, but obviously not clearly enough!
On another occasion I ran a workshop called The Paul Simon Songbook. Again, explaining that I would be teaching well-known Paul Simon songs in three and four part harmony. During the warm-up I made a joke that Paul Simon was stuck on the M6 and had phoned me to ask me to carry on with the workshop until he arrived. Everyone laughed. Except – I later realised – for two women who thought I was serious and complained to the box office when Mr. Simon hadn’t arrived by lunchtime!
Had they really expected Paul Simon to fly over to run a workshop that cost just £15 for the day?
It reminds me of a Monty Python sketch. A customer goes into a dry cleaners and complains when his clothes aren’t ready the next day. “But your shop is called 24-hour dry-cleaners!” “That’s just its name” the man replies.
We had a concert recently which I called Around the world in 30 songs. I thought that captured the essence of what we had to offer, but we only got a tiny audience. Maybe I got it wrong and it sounded too much like musical theatre or a play. Getting the description right is vital, but can never be 100% perfect.
This is what I’ve learnt over the years about trying to describe what you have to offer:
We can try very hard to describe what to expect, but we’ll never get it exactly right. Whatever we write is open to misinterpretation. Often people hear what they want to hear. So you can expect some disappointment from a few audience members.
On the other hand, if you can just get people through the door they are usually pleasantly surprised. “I didn’t expect anything like that. It was wonderful!” What’s a little depressing though is that you thought your description was spot on, and yet obviously your message didn’t get through to that person!
Why not use this fact? Have a chat with those audience members and find out what they had expected and why there was a mismatch. You can ask them to describe the concert in their own words.
You can extend this further and get more formal feedback from your audience by handing out questionnaires. I always have a comments book at concerts, but often people just write “Great concert!” which is not that helpful. Try more focused questions and use them to adapt your description for your next concert.
What’s your experience? Do you find it hard to describe what you do accurately? Are there audience members who say it’s not what they expected? Do you keep the same descriptions or do you constantly update them for each concert?
Next week I’ll be looking at how you get this description out there in order to promote your choir and your concerts.
It’s year’s end and thoughts turn to the year that’s just gone (The 10 most popular posts of 2009) and hopes for the year to come.
I do hope it will be a happy new year, but also a productive, fulfilling and successful one. Which got me thinking: what do I want to change next year? What do I want to achieve? Are there new things I could try that I’ve been putting off?
These are ten things that I came up with. Maybe some of them will resonate with you too.
So there we have it: my (professional) New Year resolutions for 2010.
Happy New Year and may all your own
hopes and dreams come true in 2010!
A version of this appeared as an article in the Natural Voice Practitioners’ Network’s newsletter in 2006.
As a singing workshop and choir leader I have an incredibly easy life. I can get up when I want to and have no work commitments for four days of the week. I’m my own boss and can choose when I work and how much I do. I have holidays when the schools do, which means a long summer break each year.
I’ve just been away for a week to
So I got to thinking: how much do I actually do when I’m working? Perhaps it’s more than I thought. Maybe it’s like teachers and other high-energy, stressful occupations – when you eventually stop, you crash. Most teachers seem to get ill in the holidays when they let go. Perhaps it’s adrenaline that keeps us going during term time, and as soon as we have time off our bodies let go.
Until recently, when people asked me what I do, I felt slightly embarrassed to say that I just taught songs for two evenings a week, two hours at a time, and ran singing workshops three Saturdays each month. It seemed a pathetic amount of work for a grown man!
Then I realised that, of course, the “work” is not just during the contact hours, that in fact I am not just a teacher of songs, but a PR guy, a publicity designer, copywriter, PA, project planner, administrator, song arranger, office manager, website designer, recording engineer, marketing officer, song researcher, committee member, musical director, music transcriber, accountant, performance & rehearsal scheduler, community musician, filing clerk, stationery purchaser, fund-raiser … amongst other things.
In fact, I have a very FULL TIME job! I work evenings, weekends, bank holidays, and half-terms. Yet it doesn’t feel like “work” at all. When I’m arranging a song or designing publicity or writing this on a Sunday afternoon, it’s because I want to. It has to be done at some point, but I enjoy doing it, it’s creative, and I can choose when to do it.
I thought it might be interesting for those starting out (or for those who’ve been doing this for a while who didn’t realise how much work they actually do!) to give an idea of what a typical week might be like for a freelance teacher of songs/ musical director/ community musician. This is (some of) what I did during a fairly typical week shortly before I went on holiday:
When I look back at that list it just makes me feel tired! Most of us get through huge amounts of work like this every week, but it’s only when we write it down that we realise how much we actually do to maintain our modest lifestyles, and that being a “community musician” or “choir leader” is not just about the music.
If you’ve enjoyed this post, you may be interested in several other posts I've written about choir leadership.
I’ve looked at the basic job definition, the roles and responsibilities and the notion of the ‘benign dictator’ (What the job of choir leader involves).
I’ve considered how you might assess a choir leader and whether the ends justify the means (How to tell if your choir leader is rubbish).
I've listed what I consider to be the six qualities needed by any good choir leader.
One of the many bees in my bonnet is the subject of photographs of choirs. I have yet to see any photo of a reasonably sized choir (say, over 30 members) which is of any interest to me whatsoever. Almost always the photo is of serried ranks of identically dressed people looking straight to camera. It screams CHOIR in the most stereotyped, dull, predictable way. I pick up the newspaper and read an article about an upcoming choral concert or maybe a review of one, and most of the time it is accompanied by a photo of a choir. I’ve just read that fact, and now to reinforce it (in case I hadn’t grasped what the word ‘choir’ means!) I’m confronted with an amazingly boring photo which adds nothing to the piece. Why say the same thing twice?
I believe this does the choral world a disservice. It perpetuates the conservative old-fashioned view of what a choir is. I really don’t think it helps attract audiences (if an audience already knows what a choir looks like, it’s not going to mean anything, and if they don’t, it will almost certainly put them off!). Why, oh, why can’t we have interesting photos of choirs??!!! (OK, I’m sure there are some out there and I would love to be inundated with exciting examples).
As with most successful marketing, the image used in publicity doesn’t necessarily have to be a literal interpretation of the thing being sold. Very often in the performing arts, the publicity photo is not a still from rehearsals (this is reserved for the world of amateur dramatics or the photo display in the foyer), but a carefully thought-out image that somehow sums up an overall impression of the performance. For example, when WorldSong performed at
Yet some media outlets will still insist on an actual photo of the choir itself. OK. Fair enough. Local press is usually interested in the ‘human interest’ side of things, so let’s give them a photo of the people in the choir. But why in a static, formal, boring pose? Why not something different and exciting? Of course, there is a problem here in that it is difficult in practice to get every member of a large group in a photo at a decent scale (so we can see their faces). The easiest solution to this is the typical group or school photo: stand in rows with the tallest at the back, the shortest in front and maybe even some people right at the front sitting on the floor. Yes, it gets everyone in the photo, but it is very predictable and not exciting in the slightest. The only use for such a photo is that little Johnny’s mum can actually see her darling boy.
Some people try to use photos of their choir in performance. It's a great idea, but trying to capture the energy and spirit of a choir in full voice is very, very hard. Most often we catch people in mid song with their mouths open, but their eyes half shut looking completely gormless. I have many examples of this, but won't inflict them on you!
There are, however, other solutions. I’m not going to be specific here because I want to keep hold of some good ideas to use with my own choir! Suffice it to say, there are interesting ways of photographing choirs. However, it’s difficult finding good photographers who agree with me! Please, please send me some good examples of choir photos.