If you want to sell out a show in your markets, it’s going to take a few things like:
An engaged audience.
A minimum of 3,000 fans in a certain location.
A small conversion rate that I will explain.
The problem is that you‘re not doing the proper work you need to get to this point, which is why you’re struggling to fill a room. And you shouldn’t be struggling, but that’s only because most artists don’t know what I’m about to tell you right now.
You Must Build an Engaged Audience
Without an engaged audience, none of what I tell you today will work. This means:
Building an email list to keep fans informed beyond social media.
Responding to your comments and DMs.
Committing to fan requests in content.
If you can’t execute these items, don’t bother with the rest of the show.
3,333 Is the Magic Number
In order to sell out a small show, we’re going to need the magic number of three in your target geographical market. If 3,333 people are following you in a city based on Instagram metrics, then we know that a small room of 100 can be sold out at $10-$20 a ticket, yielding $1,000-$2,000.
Retain lists, steps, stories.
Reward (make sure it’s not boring).
3% Conversion Rate
To get to 100 people, we’ll use an optimistic conversion rate of 3% on our 3,333 followers, which yields 100 concert-goers. To be fair, you can sell 100 tickets with less due to the fact that nobody comes to shows alone. Let’s say 40% of ticket buyers bought 2 tickets; then our conversion rate drops to 1.8%. Do you get it?
Bonus: Let’s Sell Some Merch
If these are real fans, then there are bound to be some super fans at the show. So, let's bust down our conversion rate again. Let’s say 10% buy merch. A $20 shirt would yield $200. Why 10%? Early adopters want to show you how early they are on you, especially if you show a lot of promise by the way you engage with fans, how dope you actually are, and your perceived rate of growth.
This Sounds Good but How Realistic Is It?
Very. Again, this will only work if you attack step one with a vengeance. Engage with your fans.
So Let’s Say I Have the Followers but I Don’t Sell Any Tickets?
Then there is a disconnect with your fans. Ads won't create connections; engaging content and constant content will. So no, this will not be easy, but this isn’t a rosy-colored picture either.
How Did You Figure This Out Since You Said You Did Nothing to Come Up with This?
I had a test subject, Kennedy Ryon, and my trusty Chartmetric tool to run numbers every time the team did a show. Now you have a master key.
Here’s What I Suggest
Focus on fan engagement first before trying to sell out a show unless it's a joint show. This way, you won't be stressed about having a successful show. Watch your metrics, double down on the market you want to grow into with promotion, and give the lucky wheel a spin. However, before you sign the contract with the venue, you’re going to need a foundation.
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If You Execute This Successfully
Then you’ll have proof that you are the next best thing.
Smaller promoters will catch wind of you.
And the venue owner will invite you back to do another show.
Moving on the Show Too Soon
Will cost you more money than you actually need to spend.
You’ll end up taking more losses than gains.
And the venue owner that you need to do small shows may not trust you next time.
Conclusion
If you were struggling with selling tickets to shows, try this method out. It will be a game-changer, putting real money in your pocket and giving you the keys to becoming the next successful indie artist on the scene.
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