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When Is It Too Much? (#3)
As we've been discussing this latest topic, I think it's clear to see that we've been talking about the average one-night concert. A lot of what we've talked about is not always applicable to some of the larger multi-day events.
However, I think the general concept can be applied in most all cases. Shaving one group off the line-up each night of such an event can have a lot of positive impact for the audience, artist and promoter.
It all boils down to this: people want more. Not necessarily more artists, but more of their favorite. In my opinion, people are not looking at so much the cost of a ticket as they are what that ticket is buying. A ticket buys time - either a little time for a lot of artists or a lot of time for a few artists. The value of that ticket is not the $15.00 printed on that - it's that 30 minutes or 60 minutes that's represented there.
I don't know how to say it any plainer than this: People want all they can get of their favorite artist. That holds true for soloists, quartets, trios, family groups - however you want to categorize it. It's been proven time and time again.
For example, the McKameys and Inspirations, either together or individually, have consistently proven that they're able to bring in strong crowds. And, if you'll notice, many promoters realize that they can have just one of those groups, maybe tack on a local group as an opener, and take home a decent payday. Or, maybe the promoter has packaged just the two together and smiles a lot as the seats fill.
The Cathedrals, in their later years, also benefited greatly from this concept. Most of their dates during the group's last four or five years on the road were solo dates. Now, keep in mind that they came with a hefty price tag, too. But as most promoters found out, it didn't matter that they were writing a check to Glen and George for $10,000 when the quartet brought in through the doors way more than what was necessary to pay the bills. And those tickets were bought by people who knew there were in for an evening of music by just their favorite (and not a lot of others). Audiences knew they would hear upwards of three hours of the Cathedrals, get home at a decent hour and know that their money was well-spent.
Granted, the Cathedrals may not be the perfect example because they, by that time, had more or less gotten into a league all their own. But I think you understand the point I'm making. When audiences say they want more, they don't necessarily mean more groups. They mean more time for their favorites.
Will this negatively affect the groups who get taken off a program in order to make more time for others? Certainly - in the short run. However, I believe as this concept is applied more and more, the total number of concerts will increase and make the dates a little more abundant for everyone. And the best part of the whole thing is that, if handled properly, the new dates that are created will also be quality dates because audiences are getting exactly what they've wanted all along - more with their favorites.
But it has to start somewhere. And soon.
Posted by Danny Jones at 8:28 AM - Send Comments
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