Second Life Music Venues VS Artists: Who's doing WHAT?!?!?

To be or not to be? No wait, how about to promote my own business or let the artists do it for me?

Sounds silly right? Well don't be surprised when I tell you that I have personally come across music venues in Second Life that do absolutely zero promotions, zero events listings and pretty much zero across the board, relying solely on the artists to do it all. In nearly five and a half years of constant performing in Second Life, I've pretty much run the gauntlet at least a few times, of the different venue types and venue owner types. I'll simply categorize the latter into A and B. OWNER A does the work... OWNER B can give a rats ass about their own venue, its marketing, promotions, and just complete ignorance when it comes to the business side running of their venue.

Recently, Brandy (Kalli Birman in SL) who you know as my manager and business partner in SL, booked me a gig at a venue. Mainly because it's fitting, we'll call this venue Deuchebags! Now Deuchebags is more of a shopping spot but they wanted to try some live music to add to the DJ events they currently have.

Of course at the time of the booking, Brandy gave Deuchebags the notecard which indicates that, prior to the event, we ask that the venue do X, Y and Z, simple and not time consuming tasks for the betterment of the event and what any rational person would consider, such as listing in SL Events, posting in social networks, sending to their own SL group(s), and other simple and obvious marketing.

Three days before the scheduled event, the event listing is finally listed, but for the wrong time. Brandy politely asks for a correction. A day later, Deuchebags replied saying they were having difficulty. Ok that's possible, I guess, SL gets borked at in some way least 3 days a week. A day later, the correction is made with an entirely new event posted in Events, and the first, incorrect event, is still there. Hmmmmm. Red Flag number one.

Heading over to the venue, Brandy asked "where would you like Mankind to setup for the show... where's the stage?" She was met with "We were hoping you guys could provide one!" Hmmmmm. Red Flag number 2.

After repeatedly trying to contact them over and over and not getting any reply for about half a day, I realize that these people are seriously lacking in Communication Skills. I mean ok people have to work RL, I get it, I do too. However, if you're going to bother HAVING a "live music" venue, then it's not plug and play like simply turning on a stream to play a radio station or streaming a playlist from iTunes. Hmmmmmmm. Number 3.

So it dawns on me, Deuchebags has absolutely no clue what they're doing and no idea of how to run a venue. More than that, they are sadly lacking in business and yes, personal ethics... and they're not alone. I'm sorry to say there are others who, put bluntly without any powdered sugar, have no clue how to run a venue. The simple proof of this is in the venue turnover rate. How many venues have come and gone in the past 2 years alone? 

So this leads me to the point of this post.


In nearly 5.5 years of live performing in Second Life, and as a business owner in RL for many years, I like to think I have a pretty good grasp on what the role of the venue and the role of the artists should be. As a professional business owner in Real Life for a long time as well, I also believe that many things carry over from RL to SL.

Here's what I'd like to share. I offer this to any live music venue, new or existing, with the hopes that you will read between the above sarcasm, and take it seriously. Honestly, it's only meant to help. 

The Venue:

The live music venue is a business... plain and simple. A business like any other. A business needs to promote, market otherwise display what it is they are offering, their products and/or services. Like any other business, a good Business Plan and Marketing Plan are very helpful when starting out but many businesses have succeeded without. Regardless of what type of business you plan on opening, one thing that is always needed is... WORKING CAPITAL! The venue owners will hope to recoup all or at least part of their investment in the first year, less than likely in SL so be prepared to not earn anything. To increase your chances, you might consider only booking artists that draw a crowd. If after a year, a performer isn't bringing in more than 20 attendees, it's probably doubtful that will change at your particular event with this performer. Go for the better known draw as this will translate into greater numbers and greater tips for your venue, that's what most venues rely on. If you have something cool, a niche, some product or very cool logo that you can brand on wearables and other premiums, offer them for sale to help offset costs.

When a venue sets up live events, they need someone to handle the publicity and PR so they need... MARKETING! Aaah the Marketing. Sadly, many venues I have played personally do not do a THING with respect to marketing. They rely on the artists. I mentioned in a recent Facebook Post that live music venues should take cues form those that have been in SL for a long time and those that might be newer but have very strong visibility. Places like Key West, The Whisky a Go Go, The Source, The Boom Pony, Ground Zero, and other... these are venues with very professional minded owners who recognize that, among other things, they NEED to do their own marketing in concert with that of the artists.

Part of your marketing plan should be researching the best and most appropriate places for your venue to appear. A Rock Club probably won't have a lot of click through on an ad placed on a classical themed website. 

Remember earlier I mentioned a venue needs working capital? A good chunk of it really needs to pay for marketing and advertising. I own a web design firm as one of my RL businesses. One of the services offered is Search Engine Optimization (SEO) which helps websites get higher results on searches. I tell my clients, without proper SEO, even if you have the coolest website, it will be like a water fountain in the desert.... without a "map", no one will know it exists! You need to be FOUND. The venue NEEDS to advertise, just like any business.

There are many great sources to advertise but always check with the website owners about THEIR traffic before you spend money. Find out how many "unique monthly page views" their website receives. I can tell you, as the creator of Second Friends, we see roughly 20,000 page views per month and personally, I probably would advertise on a SL devoted site that has 10,000 or more, provided it wasn't too specifically directed IE a website about virtual pets. Talk to Brandy if you're interested in Second Friends ads. There are not many available at this time but a few good spots are open.

For Brandy and I, well we are marketers to begin with so when I perform, it goes without saying that we do our  marketing for each and every event. Between SL, Facebook, Second Friends, websites, etc., roughly about 400,000+ eyes will see our marketing material but we make sure to work WITH the venues, to make sure we  are marketing along the same design avenues, that we are using similar or the same marketing collateral, to ensure a consistent flow for the event planning and promotions.

Not everyone knows the ins and outs of marketing, granted. Most artists, in both RL and SL want to get on the stage, perform and be on their way. I firmly believe that when at all possible, an artist really should play a more active role in the marketing and promotions of their own events... it just makes sense?

In order to have live music at the venue, an artist needs to be booked so it makes sense for someone employed by the company to be the scout to seek out talent appropriate for the venue. The venue definitely needs a... BOOKING AGENT!

For now, let's assume this is a new live music venue that wants to open in Second Life. A live music venue offers Live Music performed by a live musician, track singer, whatever you like. The musician they hire will need a place to perform so a Live Music Venue needs... a STAGE! Silly? Not really. Look at Deuchbags. They asked ME to provide a stage for THEIR venue! Enough said.

The Artist:

Like a venue, there is the business side to being a Second Life performer, but many artists in the world lack some of this important knowledge and rely on the venues to spread the word about their event. So here's the obvious scenario: The Venue who doesn't know business/marketing booking the artists who don't know business/marketing. What do you think the outcome will be?


This is why it's so important that both sides take an active part in the business side of what they do. There are SO many talented artists in SL that aren't getting the attention they deserve simply due to lack of knowledge on basic strategic marketing.



The artists, as I see it, should in the VERY least, do the following (and these are things I try to do myself):


• Promotional Poster - Make one yourself, hire a graphic designer, just get one for each and every event. It should include the artist's name, her picture (SL, RL or both), web address if applicable, even have it give out a link or notecard when clicked.
• Event Listing outside of Second Life - This can include creating an event on Facebook and inviting your friends. You can also post on Second Friends home page where you can list your event for free and include audio, video, text, photos links, etc. in your post. Post on your other websites and so on.

• Group Notices - Send an early notice to your group during the day (if it's a night show). Keep in mind there are many people from many different time zones in SL who may not have received this early notice, but you're going to send notices a half hour before the event anyways. This way you're covered.

• Personal Fan Group - Every artist should have started a Fan Group at the start of their performing in SL. Use it. Stay in touch. They are your friends and your family. They deserve the first crack at special events, to arrive early at shows and thus receive and earlier notice than the other music groups and general SL population.

• Second Friends Groups - Not to beat a dead horse but you have this free tool at your disposal. Why not use it? Create a Group on Second Friends. Once you do, contact either myself or Brandy and we'll get you a small banner you can place on your stage when you perform. It will link attendees right to the SF Group page where you can post just about anything a website can handle... like photos, videos, music, and so on. To be clear, the reason I created SF in the first place was because Second Life doesn't allow much in the way of media to be included in group notices or on notecards. A group notice in SL can handle text, textures, links and a notecard which is also limited to the same media. Second Friends allows you to share much more in the way of media, plus it ties in with your other social profiles like Facebook, MySpace, Twitter, etc. IT's a big time saver too as you can "push" your events to your other social networks with a few clicks. I'm not trying to push Second Friends in the post, do what you want. I just honestly feel it is a great tool. That's why I created it to be SHARED with everyone!

• For Bigger Events - We like to start promotions at least a few days ahead of the event, sometimes even a week or a few weeks. It really depends on the event itself. Events that you really feel are bigger and more deserving should have promotions started earlier. Just keep the same marketing material on all posts. What I mean is, try to keep the design of all marketing consistent from place to place, website to website, etc.


Well there you have it. I have a deep respect for those venues like the ones I mentioned above, who have taken it upon themselves to not only promote their business, but also help the artists you have yet to learn how to do it themselves, or find a great manager who knows how to handle the marketing. I am very fortunate with Brandy who is a true professional. We have become best friends and work very well together on many projects. As long as a manager understands you and your direction as an artist, then you are already ahead of the curve.

As always I wish you the best and if Brandy or I can be of any help, please do not hesitate to get ahold of us. Check out Brandy's Blog with some very useful info on the topic as well.

In closing, let me just give one more shout out to Deuchebags with a very high spirited "GET A CLUE!"

Second Life Business Contract Obligations

Some of you might have seen what Brandy posted on her blog the yesterday. She spoke of generalities of doing business in Second Life and cited a very good example, that about contractual obligations between artists and venues who hire them.

http://brandymaltas.blogspot.com/2012/02/bad-business-practices-in-second-life.html

I wanted to elaborate a bit more on what she wrote. When I am contracted to perform in Second Life, I take on the responsibility of more than just playing for an hour and leaving. Oh no... there is MUCH more to it than that and it is with respect to other performers and managers that I offer this.

Before anything, there is the marketing side that is addressed for all events and shows.

A big reason that I still have solid ground under my shoes after over 5 years of performing in SL is that when I am hired to play a show, all venues know that they are getting quite a bit  more than the show itself. What I mean is that between Brandy and myself, we take on and accept the role of "Marketing" the event, promoting it and publicizing it as best as we can. We make use of Second Life group notices, Facebook Groups, Twitter and also on Second Friends where there is now a thriving community from many SL industries with over 2000 SL residents as members. We also create "Events" on Facebook and Second Friends and invite our friends.

After all is said and done and utilizing all avenues, we promote to well over 350,000 pairs of eyes for every event. When a venue approaches us inquiring about me performing for them, we might hear from some that it's out of their budget, and at first glance, the venue is probably assuming that all they are getting is my performance. (Truth be told, I can't say I blame them as they have probably been conditioned to expect nothing more than the performance. They may have dealt primarily with SL performers which may not provide the marketing and promotions that we offer.) At that point, we will remind them that besides the show, they are also getting their brand out in front of all those 350,000 eyes, and that Brandy and I are working hours before the events to promote THEM, their venue, their sim, their content... their event… whatever it may be. Attendance may vary from day to day, hour to hour, and is never a certainty. It's just not in anyone's control as to how SL will be behaving, if the venue is having tech issues and so on. What IS in our control is spreading the word about the venue and event and THAT is the contractual obligation we accept for each and every event I play.

Getting back to Brandy's post, a venue hires me to perform but it is clear that they are also relying on our promotions. Of course the venues themselves need to be doing everything they can to promote the event and the artists they hire. Without that it looks completely one sided as if the venue has zero interest in promoting themselves and THAT comes down to the point. It's a matter of professionalism and understanding that YOUR venue is your BUSINESS! PERIOD! If you don't understand the basics of running a business, well guess what will likely happen to your venue very quickly.

Both Brandy and I are ALL for helping venues as much as we can, and those who have worked with us on our various projects can attest to that fact. The venues and businesses in Second Life that we have contracted, or been contracted by, all understand from the get go exactly what it is they will be receiving. We in turn also make sure we understand the terms of the contracts and expect the Contractor to live up to their end.

The fact that so many people have viewed and commented in support of Brandy's Blog post reassures me that Second Life residents agree that there is still a lot of room for improvement when it comes to contractual obligations.

I would like to respectfully suggest to ALL who do any form of business in Second Life to simply remember "Business Ethics". Without proper ethics in business, we will ultimately revert back to trading stones for rabbits.

We consider ourselves business professionals and that being said, would like to offer any guidance and help that we can. Brandy and I own The Tracer | Birman Agency, a full service marketing and PR firm offering professional business services including Website Design, Graphic Design, Other Digital Design, Social Media, Marketing, Social Marketing, Brand Creation, Event Planning, Brand Introduction, Logo Design, Corporate Identity. More specific services geared towards Second Life include, Social Integration, Custom Second Life Builds, Event Planning, Marketing, Product Design and Sim Layout/Design.

As always, Brandy and I are happy to help if you have any questions, just shoot us a note card or email info@tracerbirman.com.

The Business Side of Second Life Music - The Show

Making the transition from Real Life shows to Second Life, or starting to include Second Life shows in your calendar of performances can be a bit shaky at first. I remember when I first started performing over 5 years ago in Second life. I had split from my band, and was writing a new album, but was still missing playing live. I think I saw an ad for Second Life and thought it just sounded really cool. So I joined.


There's a few things I picked up while touring, both RL and SL, that I want to share. Likely, you know some or all of this if you've done any performing at all, but for the benefit of those that don't, I thought I'd put it down.


What I'd like to cover really quickly here, for the benefit of others who might be considering starting to perform in Second Life, are just a few simple pointers that might help you out a bit. Like I said before, I think many of you will know this stuff, but it never hurts to hear from someone who's been doing it a while. And trust me, I'm guilty of at least a few of the following so I'm talking from my own experience of falling on my face at least a few times!




LATENCY
Before starting in Second Life, I hadn't really tried the whole "streaming" thing and the one thing that threw me a bit at first was the delay time from when I play, until the audience heard what I played. This is known as "latency". Usually, when I record my music, there is such a slight latency from my instrument to the computer that it isn't even audible... we're talking maybe only a few mili seconds. Streaming into SL on the other hand can give a latency from 5-25 seconds (to those on the receiving end). The reason for such a wide discrepancy can be based on several factors including distance, operating system, the computer itself, Second Life preference settings, etc. When you become accustomed to the latency, you'll begin gain a feel for the change in typical live show "protocol" you might need to alter or otherwise effect.
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PROMOTIONS

Promoting your shows, event and yourself, in my opinion, is probably THE most overlooked part of performing live in Second Life. There are many avenues of promoting your events, many of them free. First and most obvious is Second Life Events > Live Music. I'm very optimistic that the layout  of Events listings will be fixed soon to be less cluttered with different kinds of events, more separated in fact.

Right now under Live Music, there are the Live Musicians' listings but there are also DJ events listed, Karaoke nights, Track Singers and more. I suggested that these be separated into individual categories to allow the Second Life community easier access to what it is they're looking for and to eliminate the current clutter of this jumbled mess we now have to work with. In the meantime, it is what it is and it's THERE so use it, be sure to have every one of your events listed by the venue if possible and if not, get invited to the land group and do it yourself. 


You might also consider creating your own Facebook Group and/or page if you haven't already, create a Twitter account and tweet about all your shows, post on Myspace and so on. Google offers free calendars which you can quickly and easily embed onto your website or blog, letting people know where and when you'll be performing.

You can also join Second Friends for free! This is a growing social network designed by myself for members of Second Life ONLY! You can list your events including, images, description and the SLurl. You can post whatever you want like a link to your own website where people can listen to your music, links to your YouTube or other social networks Keep in mind that you can also easliy and quickly "share" your event to the other networks like Facebook, Twitter, MySpace and more. JOIN FREE HERE!

Personally I also like to design my own promo posters for each show. They always include my picture, my logo, the venue name, date and time. Ok to be fair, I do own a website/graphic design firm in real life so I have the luxury of being able to do it myself. But even if you have someone on your staff who can create the first promo, then it's simply a matter of changing the venue name, date and time info for each show, then upload the texture. This takes, seriously... all of about 3 minutes. So if you have to pay someone, make sure it's not robbery!

Click Here to join Second Friends Free!!!

SCHEDULING
I cannot stress this enough. Arrive early at your shows! Many venues' owners have likely invested time and probably some money in your show. When a venue owner sees that you are late, haven't set out your board, tip jar, etc and you're rushing to get it done, it also tells them that you are not serious about your career, or about the work you are doing for their venue. Absolutely right... you are working for the venue when you perform there. More on that later.


Seriously though, try to get your stuff out early. Chances are there are people already at the location, on the sim, etc. Why not have your logo and gear up for them to see anyways? Sure there are off days, we all have them. Just don't get "known" for being a last minute kinda performer.




TEST YOUR GEAR
After you've setup, before ANYTHING else... dear GOD please TUNE YOUR GUITAR!!! I remember one show in real life, when arrived barely on time and decided to skip tuning. So I started playing the first song of my first set and of course, right away I heard I was out of tune, but at that point, it was too late... or so I thought. I mean sure I could have just stopped after a few strums when I heard this abomination, excused myself for a minute from the audience (big deal right?), but instead I pressed on, playing the entire song out of tune. I can't tell you how quickly after that show, that I began tuning BEFORE every single show. Like I said, it's a simple thing, and certainly most musicians know this, but if on your first song you are out of tune, do you think people will be impressed. I mean I saw the expression of "YIKES!" on a few people's faces in the audience that night and trust me, I DON'T want that EVER again! In this regard, however, Second Life is not like in real life. In real life, people have already made the effort to get dressed, travel, park the car, get seated, etc. and they'll most likely stick around. But in SL, leaving is as easy as teleporting out. So make a great first impression by respecting the audience with a tuned instrument.


What this really comes down to, is just doing your best to sound as great as you can. Sure we all have our of nights, but if you willingly contribute to MAKING it an off night by playing on dead, out of tune strings, well that just shows you aren't serious about your music and haven't taken the audience into consideration. Again, I'm guilty of this too but it's a hard lesson learned to complete a relatively simple task.


Take this a step further and spend about 30 seconds making sure your gear is all plugged in, batteries working, no inputs crackling, etc. and if you come across this after you've already arrived late, you're going to be under the gun to rush for a quick fix which may crap out half way through your set. So to reiterate above, arrive early for this and other reasons. Personally, I prefer to just stay on top of things during the down time. I'm on the guitar daily so I know when things go sour, when strings lose their "shine", when cables start crapping out.

TIPPING
Through the course of your shows, make sure you ask for venue tips as well. The venue hired you, even on a tips only show, you are hired by the venue. The more tips you bring in, the better off the venue will be to be able to provide a place for live music in the future. Running a venue costs money too.


When people in the audience tip you personally, for the love of GOD, please make sure you thank them personally. I have been to shows where at the end of the show, the artist says "Thanks everyone for your tips!" Thanks "EVERYONE"? People are tipping you. Thank them... each and every one PERSONALLY! This isn't a ploy, this is respect. Let people know that you appreciate that they took the time to come to your event instead of the 50 others going on at the same time.


Continue on to the next part of the series: The Business Side of Second Life Music - Promotions