By Mark Stoddard, author of Marketing Singers, a business and marketing guidebook written specifically for singers.
A couple of weeks ago I wrote about the need for singers–and all musicians–to perform. One performance platform that you can create now without waiting for the next gig to appear is an “In-Home Concert”. Here are some details and ideas to help you get the ball rolling. Email me at mark@mjstoddard.com and I’d be happy to give you more personalized feedback and guidance.
The big question is where to hold the in-home concert. This could be a deal killer, but don’t give up.
First, what you need is a home in the colder months that can hold 50 people comfortably or a backyard in the summer months that can seat at least the same number. The more the merrier. They will also need a good piano. Be sure to test it out.
Most homes of 3,500 square feet or more have such accommodations.
Here are the most obvious candidates:
1. Family and friends
2. Friends of family and friends
3. Parents of your voice students
4. Your boss and work associates
5. Family or friends of fellow singers who may want to join you in holding such a concert
6. Friends or family of professors from your university, either in your vocal program or other university programs
7. Church and community associates
It all goes back to discussions on the Law of Concentric Circles. Your best sources for any marketing begin with those closest to you, with whom you have the most credibility. And then you go to their friends and then their friends. It’s always the best path to travel.
How do you ask them? Humbly. “Mrs. Johnson. I’ve been singing for groups a number of years and wondered if you’d allow me the honor of singing for your friends at your home this Christmas (or whatever occasion)?” The key is “may I be of assistance to you… be of service to you… allow me the honor…” or something along those lines.
They’ll never have thought of this, so expect a shocked look. This first one will be the most difficult. Once you’ve held one concert, this will snowball. Those who attend will gladly hold a concert in their home.
Always ask face to face, never in an email, over the phone or through an emissary. Do it yourself. Let them know your excitement.
Keep this first concert simple and easy for the family. Let them know you’ll guide them through everything and that they can help you in selecting some of the music. You’ll give them some choices and thoughts. Guide them to some great selections and away from Grandma Got Run Over By a Reindeer. More on that later. But let them know it will be a night of beautiful music, selecting from the best of the best, including stunning arrangements from Broadway and the Met as well as wonderful spirituals and other art songs appropriate for the occasion. Christmas is quite easy. Summer time becomes more diverse and requires more dexterity in planning mixing in not only show tunes with opera arias but some patriotic as well. You are there to entertain and uplift.
Next time, the Invitation.
Mark Stoddard, author of Marketings Singers, is a business leader, professor, marketer and consultant who has been helping singers get jobs for more than 20 years. On the singing front he staged more than 100 professional shows aboard cruise ships that employed classical singers, pianists and strings. He’s also coached singers on how to sell their CDs and other products, use the social media and how to negotiate contracts. Email Mark at mark@mjstoddard.com.
