Using Live Concerts As A Marketing Tool For Your Talent

Relationships are formed when you put a face to a voice. When you pick up your phone and hear someone say “Hello”, your mind starts putting an image of a face to that voice. You are searching to put a personality to that voice. 

Before the advent of recorded music, a singer could exist only by doing concerts. You had to hear the music live to be able to appreciate an artist. The same is true even now. You can be a playback singer, a pop singer, or a folk singer – you will be a big name only when people see you performing live. That’s the single most important marketing tool of your talent.

So, it is not wrong to say that in the dynamic world of the music industry, the role of live concerts as a marketing tool has always been most important and remains so. Artists across genres have realized that it is the live stage where they can truly connect with their audience, and this connection not only translates to an exciting experience but also leads to increased album sales and streaming success. While the digital age has transformed music consumption, live concerts remain a powerful catalyst in achieving financial success and growing a dedicated fan base. One can still recall many artists performing live even on streets and then putting a pack of their cassettes/CDs in a box for sale. Invariably you pick up an album that has songs or music that you heard the artist performing. Same logic continues in the digital world too.

The Financial Edge of Live Concerts

Live concerts have often been an artist's most significant source of revenue. In the Indian music industry, as in the global context, artists have been able to command impressive fees for their live performances. The reason is simple: the energy and authenticity of a live performance are incomparable, and fans are willing to pay for that experience, especially now. With time, a singer does not just have to be a good singer but also needs to be an excellent performer who can engage the audience with an all-round performance.

Consider the iconic Indian singing sensation, Arijit Singh. With a mesmerizing live presence and a string of chart-topping hits, Arijit has consistently ranked among the top-earning artists in the country. His live concerts have not only been a lucrative source of income but have also propelled his albums and singles to new heights. Fans who attend his concerts are more likely to purchase his music and stream his songs on platforms like Spotify, Gaana, and YouTube. Almost every Punjabi singer from Gurdas Mann and Guru Randhawa to A.P. Dhillon, Sunanda Sharma etc still rely on live shows for the big money. Some of them charge as high as Rs 50 lakhs for a single show now and they do not have dates available as per your convenience. It is indeed a fact that every Punjabi singer has a weekend booked somewhere or other across the globe in some or the other show – from Birthday parties to weddings, from Jagrata to a stadium concert; some singer somewhere is performing live. The world is their stage now, thanks to streaming and OTT platforms.

The Power of Live Interaction

Live concerts provide an artist with a unique opportunity to interact directly with their audience. This live interaction creates a profound connection between the artist and their fans. It's during these concerts that artists can showcase their artistry, personality, and authenticity. These experiences often lead to a surge in album sales and subsequent streaming.

For instance, take the case of Neha Kakkar, one of India's most celebrated contemporary artists. Neha's live performances have catapulted her to stardom. Her ability to engage with her fans during her concerts and express her emotions through music has fostered a fanbase that is fervently loyal. This fanbase, in turn, actively consumes her music on various streaming platforms, making her a leading figure in the Indian music scene.

The Symbiotic Relationship

The relationship between live concerts and album sales is symbiotic. Live concerts drive album sales, and successful album releases increase the demand for live performances. This cycle is evident in the careers of artists like A. R. Rahman and Gurdas Maan, who are revered for their live shows and have seen their albums and songs enjoy tremendous success. Gurdas Mann was actually, one of the first complete former who took training in Indian classical dance too besides his Punjabi folk training schedule. He changed popular live concerts featuring a singer performing in front of a mike on a stand with a band being conducted by a music conductor (the times of Rafi and Lata), to a singer who danced his way to his audience’s hearts with a chimta or dafli in one hand. 

It's worth noting that the majority of streaming income for artists comes from dedicated fans who first experienced their music at live concerts. These fans, having been captivated by the artist's live performance, are more likely to explore the artist's catalog on streaming platforms. Therefore, being a popular concert performer is instrumental in expanding one's streaming income. 

In conclusion, live concerts have been and will continue to be the driving force behind an artist's financial success and streaming prominence. The ability to connect with the audience in a live setting, coupled with the excitement generated during these performances, fuels album sales and streaming numbers. As we navigate the ever-evolving landscape of the music industry, one thing remains clear: live concerts remain an irreplaceable marketing tool that propels artists to new heights, ensuring their music reaches the hearts of millions, both offline and online. And above all, concerts make money.