Whether you're an established regional act or a newbie to the live music scene; your best bet for longevity in music is to take the reins in your own hands—at least, some of the reins. By taking the reins, I mean, taking control of your own shows—promoting and hosting your own events.
Hosting & Promoting Your Own Private Concerts — Part 1
I don't think it matters how new you are to playing live—or on the other side of the coin—how long you've been at the game. To roll the dice on promoting your own events is not as big a gamble as you think it might be. If you do it right.
I've done things both ways in a 20-year music career. I've climbed my way up to weekend headliner act in traditional clubs and venues, which is the way most bands and musicians go, but I've also gone the route of promoting my own events, and in a way, leaving the traditional 'music scene' altogether.
I'm in a place now where I bounce back and forth between booking venues, festivals, and more traditional 'gigs' and promoting my own shows. For me, the hybrid gigging seems to work best. I pick up new fans at the traditional booked shows, 'capture' them as followers and subscribers and hopefully bring them into one of my 'private' events,
or in some cases, get an opportunity of the 'fan' hosting a private event home concert.
Home Concerts & Parties
I'll start with the easier course: The Home concert
I'm by no means an expert on promoting your own shows; but, so far—fingers crossed—I've yet to have a self-promoted show flop. In fact, when I think of making a profit, I don't think of traditional touring, I think private shows and house concerts. Maybe I'm just not good with business, but the traditional venue route always ends up either JUST breaking even, or sometimes putting me in the red. On the other hand, my private shows and house concerts make almost guaranteed lifelong listeners and fans, plus, I usually walk out with much more profit than any bar gig I could have booked.
A disclaimer here: sometimes I also just break even on private events, depending on the travel, but I don't think of it as a loss. How could making a lifelong fan be a loss?
Self Hosted Events
The one-on-one time you get with the audience at a self-hosted show is very valuable. There is no time limit at 'your' show. You can hang out afterward. Maybe a dinner is involved. You make more than 'fans' you make acquaintances, and sometimes even friends. There is no screamo band coming on stage after your living room show.
Do you think you have a better chance of making a lifelong fan at a bar where you shout back and forth "Thanks for coming!" Or is there a better chance when you have a meaningful 15-minute conversation, in a comfortable space, maybe even around a food tray, with someone relating one of your songs to their life experiences?
No Jello Shots - Make it a Concert
When I first started doing home concerts, I had to educate the host of the house concert and they had to educate their guests in turn. I found it really important for the host and guest to understand that this is not a 'party', 'party'.
First off, it's a hard-sell on the host to through a 'party'. Who wants to host a party for your band? Also, parties suck for exposure. Believe me, I've done a lot of them. No one cares about the band at a party.
Partys are not always bad though. It really depends on your music. In most cases though; a party-band might have less of a chance of making fans than a club booking. Though sometimes they will make more profits. But if you're in it for something more than being a wedding band... you'll need fans, and no one really listens to the band out in the corner of the backyard while they're doing jello shots in the swimming pool.
A Concert.. in a home
Everyone, the host, the guests and especially YOU need to be aware that your home concert is, in fact, a concert.
The easiest way to start 'educating' your fans ( I hate using the 'educate' word so close to the 'fans' word) is to talk to someone you know about putting on a home concert; someone who doesn't mind being an experiment; most times this might be family or close friends. Use these first concerts as a learning experience and as a media gathering opportunity to visually educate future hosts.
1. Set an expectation
Have your host send out an invite to their neighbors or friends in the same way they might invite them for a dinner party, birthday party or, a get-together.
This could be an electronic e-vite, or—if they want to get fancy—mail an invite. The important thing in the invite, and what you need to communicate to your host—is that they set an expectation that this is something different than what they are used to.
- Expectation #1: The invite states that they are hosting a intimate 'concert' in their home. The word intimate communicates a lot. It says it's special.. it says it's quiet.
- Expectation #2: The invite states that there is a suggested $10 donation to help the artist cover costs (or something like that). $10 donation communicates that there is worth to the experience. !! "Donation" you have to do, it's against many city ordinances to sell tickets to privately owned home events.
- Expectation #3: Give your host a picture of a house concert. It doesn't matter if it's a stock photo. Set a visual expectation right from the invite that this is something different than a party.
house concert picture from patheos.com
What to walk away with at your Experimental Home Concert
Your number one focus should be putting on a good concert from beginning to end. You have a chance like no other to impress upon people a special memory... with you in it! But, at this experiment show, you also want to get media for future use. Assign a few friends to photo and video detail. You want basically an 'educational' piece from this first concert. Media and pictures that you can use in later home concert promotions that express what your home concert is. This way you don't have to do so much 'educating' the host on what a house concert truly is; you can show them. You make your media from this first night a short promo with slideshow pictures, send it out to your fans, family and friends and say book your home concert now! They will get the picture from your video.
What about food?
Food is always up to the host. When you're talking to a host, make sure to communicate that it does not have to be a stressful event! Make it clear that the event is for them and their friends, and that they can make it look and feel however they want. It could be as easy as making it wine and cheese event. They can even tell everyone to bring their favorite bottle of wine. It could be a more elaborate and smaller dinner party, with music after the meal. Or even easier a pot-luck, where everyone brings a dish.
All the home concerts I have done have had munchies of some form—Some were more elaborate some were more down-home with just the neighborhood bringing hot dishes. That is really up to your host.
The One Pressure Point
I've had hosts that were all on board and had no problem asking for a 'donation; to come to their 'party.' But, I've also had hosts that for some reason were embarrassed to put that on the invite; that being the 'suggested $10 donation'; I've even had hosts tell me they did, and they didn't; with a plan to just pay me out of their own pocket.
That brings up rule #204: When you get to the show, just roll. Roll with the punches. Once your there, you're there.. have a good time, put on a killer show. Be friendly and talk to people after. If your host ended not getting donations, don't worry, the listeners are still worth the trip. And if you did your job well, most likely few will leave without donating in person at the merch table.
What I've gathered from hosts that are embarrassed to do a 'donation' is that even though the show and the night were spectacular highlights in their season; they most likely will not do another hosted show... because it feels like an expense to them. Those who do the donation, and carry through with it, are more likely to host another, because, in the end, it was no sweat off their back.. and it was fun. If there is host embarrassed about the 'donation; thing; I'll usually tell them those stats.
Seating is important as to how the show will be perceived. If you want an instant 'party' stopper, then rent some chairs, or ask your host about this, and set them up like a concert. I will usually do this if it seems like a show could easily break out into a party 'feel'. The close together, organized seating gives a visual cue to sit, and stay seated :) Most of the time you'll be dealing with sofas, kitchen chairs and floor seating. If possible bring the audience up close to the music, or at least a bulk of the audience, by arranging the seating in a circular fashion around the stage area. Get people closer to each other than they are used to in a home situation. It pays off.
Quiet, Quiet... Quieter still
Your not here to blow everyone's head off—unless you are. I have had home type concerts where the point was to blow everyone's head off (it was a noise-badn home concert). But for the most part, intimate shows work best in home concerts. Make your levels right for the room. Slightly above the murmuring and whispering, but not so loud that there is a chance that it might bother someone on the front row. You'll be quieter than usual, you want the room to have to quieten to really involve themselves in the music. Believe it or not, the louder you are, the more people will feel free to talk during your set. The quieter and more dynamic you are, the l
Show and Merch
I can't stress this enough. Don't be lazy; it's an incredible opportunity to have even 10 peoples undivided attention for 45 minutes—don't waste it. Work out a show for them.. if you're a storyteller, make it interesting, have a narrative for the night.. make a point with your stories. If your a band, be tight, have your transitions down pat.
Treat it as if it's a once in a lifetime opportunity... because it is; you'll probably have once in a lifetime with some of the listeners in the room to make them lifelong fans, so do it.
After saying that, I must also say what we all know. Some people you play for in a lifetime, won't care for your music. Some will love, some will like it, some will hate it, and some are just along for the ride. For this reason, I suggest you keep your show short if you're new. If you're established, keep your set's short and give people a chance to freshen up or leave even if they can't stand your guitar tone.
Another reason time is so important is something you won't know fully until you've done a home concert; it can be some intense intimacy. The quiet in the room is thick, palpable. It can be uncomfortable for people to feel comfortable at first. Most people, including the band, think they know what they are in for, until that first few minutes.. it's hard to explain, the closeness of it all is a strange sensation; we're not used to such intimacy as listeners or as performers.
So, knowing that: your job is to make people comfortable, help them relax. give them plenty of breaks to grab a drink... be funny about it; if you see someone with an empty glass, say "I'll bet you're wanting that second glass of wine.. go ahead.. I won't look" and start the next song once they get up.
In Conclusion
So it looks like once more that this post has taken on a life of its own and I didn't even get into the bigger game of renting venues and selling tickets and other self-prompted opportunities. Follow me 
_Thanks for reading! Hope it was helpful.. let me know below. RESTEEM, UPVOTES & COMMENTS much appreciated. Follow me
Images
image 1 CTV news | image 2 nbcdfw.com | image 3 J C Hyke | Image 3 Ezra Vancil | image 4 ezra vancil