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Bob Lefsetz, prominent music industry analyst and critic, recently discussed the dynamics and challenges of the club business in a live session with Opendate.
Take a look at the full snippet on this topic as well as a recap of his thoughts below.
Building a great reputation gives venues a buffer that allows them to take bigger risks on both underplays and unproven acts. There are myriad ways to create buzz around your venue, from designing unique events, maintaining a social media presence, and providing exceptional customer experiences. Take a look at what independent venues are doing in our webinar recording on unique and live events.
Lefsetz stressed the need for club owners to understand their local markets. “You need to literally know your customer!” He also suggested partnering with local organizations to attract dedicated music fans and understand their fans better - even talking to your nieces and nephews to get a pulse! Even if you’re not on TikTok, chat with someone who is.
In today's world dominated by streaming and TikTok, the role of live music venues has evolved. Live shows are no longer the main discovery mechanism for music fans. Lefsetz argued that while live music towns and college towns might still draw crowds, generally, venues need to offer more than just music to attract patrons. It’s tough to get folks to leave their homes, as they now seek exciting, shareable experiences, and fun IRL social interactions. Turning the venue into a social hub can meet those needs.
Lefsetz emphasized that club owners must prioritize treating fans well. He acknowledged that while acts will have complaints or preferences about various aspects behind the scenes due to the nature of the business and individual needs and wants, it's crucial to focus on the fan experience to ensure long-term success.
On the growing trend among some venues to implement membership programs, Lefsetz offered some caution. These programs help build a sense of community and create passive revenue streams, transforming venues into social clubs where people can hang out and feel connected. However, he shares that clubs shouldn’t expand to some sort of membership program until your venue itself is its own well-oiled machine with bookings. Take a look at how Bottlerocket Social Hall in Pittsburgh has achieved this with their community and unique events!
Catch the full recording of the Fireside Chat with Bob here.
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