It’s About Selling Beer

By David A. Barber
Author of Gigging, Everything You Need to Know About Playing Gigs (Except How to Play Your Axe)

When performing live at most venues, you might think that you are there to play, to put on a show, to focus on the music. In some respects you are, but when it comes to the financial aspects of your gig, you are there to sell beer. Most musician’s don’t like to hear it, but it’s true. The owner of a strip-joint once told us; “I’m not in the stripper business. I’m in the beer business.” For him, the strippers were simply a way to get people in the door so they would buy his over-priced beer and alcohol. For a live music venue, it’s basically the same deal, except that it’s your band playing instead of a hot chick doing a pole dance.

Face the facts. You are entertainment. Not much different than a movie, a football game or a stripper. Your job is to get people into the venue, so they will drink. The more people, the more beer will flow and the more you can expect to get paid.

If you don’t like it, then there’s a perfectly viable circuit of coffeeshops, churches and all ages venues out there, too. Just don’t expect to get paid as much for playing them.

Even the Summer festival circuit lives or dies by the beer sales. Ticket sales and cover charges account for some income, but it’s commonly small potatoes compared to alcohol sales.

We hope this isn’t too much of a surprise to you, but it’s funny how often musicians who have no following to speak of, will complain about how hard it is to get a good gig. When you’re new you need to play everywhere you can and build name for yourself. Once people know they will enjoy the music, they will be more likely to pay a cover and come to see you. When you’ve got a big following and can pack the clubs, you will see the smiles on the faces of the booking managers as they watch the bar sales increase. So stop whining and promote yourself.