How to sell tickets to your next gig: Make it an event fans can’t miss
From buzz-building to collaborations and incentives, here’s how to turn your next live show into a must-attend moment.
Performing live is one of the best ways to connect with your fans in a more intimate setting. Whether you’re hitting a local bar or opening for a bigger artist, gigs offer a way to propel your career forward.
Haven’t booked your next gig yet? No problem. It can often take a lot just to get to the stage of being ready to perform your music in front of others. To help: check out our blog on how to book your first gig or watch our video interview below for advice on getting started.
Once the gig is booked, the next challenge is making sure people actually show up. After all, you don’t want to perform to nobody. Selling tickets isn’t just about pushing a link, it’s about creating a moment that fans want to be a part of. Here’s how to turn your show into an unmissable event.
Don’t just announce the show, create a can’t miss moment
It’s easy for people to scroll past gig announcements. Beyond just your music, people will still want a reason to step outside the house and show up. So instead of just listing the date and time, promote it as an experience.
Think beyond just an announcement that you’re playing at a venue. What’s the hook that will get people interested? Is it your first headline show? A new setlist? An album launch? A return to your hometown? Whatever it is, frame it accordingly as an event or celebration. Examples include a “one night only” event or a “debut performance” celebration.
Make your fans feel like if they miss out, they’ll be hearing it from everyone else. That way, they’ll feel inclined that they must go.
Collaborate to level up the line-up
Want to build hype, grow your audience, and boost your ticket sales in one go? Team up with other artists or bands. Not only can this help expand your reach by tapping into their audiences, but it can also help the night feel like a bigger occasion.
For extra impact, try collaborating across scenes or cities. Got a friend from a nearby town? Bring them in to help share and grow both of your fanbases. You could even create joint promotional content (a quick video, shared poster, or behind-the-scenes clips) to get people talking.
Build hype with killer visuals
Now you’ve got the gig, and you’ve got your line-up, it’s time to let the visuals do the talking.
Eye-catching posters and teaser clips are key to spreading the word across socials. Use highlights from past shows, clips from practice sessions, or snippets of your best tracks to tease their live performance, and get fans buzzing.
Be sure to always include the essentials within your visuals:
- Include the date, time, location, complete with a QR code or website that directs fans to buy tickets.
- Make square or vertical versions for all social media formats.
- Be sure to add images of your face or band to establish your artist brand and build recognition.
- Use design sites like Canva to make your visuals engaging. Find royalty-free images on sites like Unsplash and Pexels to help bring your designs to life if you’re lacking your own images.
Working with other artists on the gig? Create and share promo material across all of your social platforms to maximise reach.
Create FOMO with countdowns and teasers
People hate missing out. Use countdowns and teasers to encourage fans that they need to be there.
Start the buzz early. Announce the show well in advance, and then drip-feed new details every few days. This could be through announcing any support artists, sharing setlist hints, or teasing clips from rehearsal.
Use Instagram Stories’ countdown feature or post daily countdowns across platforms during the week of the show. Keep posting all the way up until showtime.
This kind of repetition and momentum helps keep your show at the top of fans’ minds and makes them avoid wanting to miss out.
Offer a little something extra
Sometimes people just need a little nudge.
Offering an incentive can be that extra push to convert interest into action. Here are some ideas:
- Discounted presale tickets
- A free competition entry to win merch if you bring a friend
- Free drink included with the ticket (if possible)
Incentives don’t need to be huge, but they could just be that extra motivation for fans to secure their spots.
At the end of the day, a packed gig comes down to building excitement. When you treat your show like an event people can’t miss, your fans will follow suit.
With any luck, these tips will get people excited and help you pack out your live show, ready for a stellar performance.