Yo folks!
These days where I live, most bars and (some) restaurants are interested only in bands that can draw a new crowd that their venues don't already have!
They are actually hiring marketers, not musicians. A marketers job is to promote. A musicians job is to entertain. Musicians should provide the perfect ambient music and an animated, engaging performance to keep folks in their seat for as long as possible, ordering more and more drinks and food, and then later telling their friends (who have never even HEARD of the venue) that they witnessed the BEST band performance they'd seen all year at such-and-such a place! Here's the good news for bar owners about the best musicians - those customers referenced above may well promote the venue solely because of the musicians, and in some cases, even DESPITE the poor service they may have received while there.
I can't tell you how often the following scenario has happened to me: I invite a good friend to come and see me play at such-and-such a place for the first time. Much to my surprise, my friend brings a whole table of people to have drinks and dinner that night! The next time I see this guy I thank him for coming and ask how his guests liked it? He says, “They loved the music! But they had to wait SO long for their dinner, and when it arrrived, the orders were wrong and had to be sent back!” I'm not making this up. Those people may come to hear me again elsewhere, but there'll never come back to patronize that place again! IMO:
A bar or restaurant never lives or dies on the quality of the music - it lives or dies on the quality of the service!
Something else my fellow performers should be aware of - many bar managers don't know the first thing about music, don't care how good you are, or how nice you are, or how many of your records are now streaming world-wide and charting nationally . . .
They care only about one thing: how many people come in the door and spend money the night that you play.
Never mind that your hometown Bengals are playing against the Buffalo Bills that night for a play-off berth, or that Carlos Santana is playing for free along the riverfront that night just a few blocks away, or that it's the coldest night of the past three entire years! . . . whatever it is . . . if not enough people spend not enough money in their bar that night, it's YOUR fault, nobody else's. You may have performed well, but you obviously failed at all your attempts to market and promote their venue(!) adequately that night. Maybe, the venue doesn't have enough of a following itself, so they expect the musicians to bring the audience.
Here's another real-life story:
You get an offer to perform at a new place. You draw well over 30 people your first night who also wanted drinks and food. After the gig, the owner comes up to you and says, “All these people came to see YOU!” You're affectionately dubbed the “house band!” You play there twice a month for the next 6 months or so before they start “Ghosting” you. You find out from some of your 1st-night VIP guests that they didn't like either the food or the service at this place. You got the gig initially, but the bulk of those folks who came your first night never come back to hear you there again. You have some good nights moving forward, and some nights in which the place is not nearly full enough. Your friends who live in the same neighborhood of this place say that that they never see any ads for your music except for the ones you publish yourself! When you play locally, you advertise on multiple FaceBook groups, set up an “Event,” produce Reels, Instagrams, and send emails to your private “fan” mailing list of over 500 people.
What does the venue do to advertise YOU? Nothing? Whose fault is it that you can't continue to draw 30+ people every single night(!) you play there? YOURS? Is it your fault that their place is all too often empty? This story resonates with me because I've experienced this sort of thing.
There's not much you can do about altering the scenarios above. You can't expect the same people to come to every show you do, particularly if they believe that the service or food is sub-par at the venue you're performing at, and they already have all your albums, and perhaps they refuse to pay a $10 cover when they can see you at a bar down the street for nothing! Whatever it is, if you want to continue playing in places like these, you have to accept the reality of the situation: you cannot simply be a good musician, you have to be a thick-skinned good marketer too! The ability to get and keep gigs like that rely just as much on who you know and how well you promote their venue(!) as it does on anything else. I have written articles on the importance of networking before, (please see: https://jazzguitartoday.com/2024/05/how-to-network-for-success/) and I believe that increasing and promoting our social network and skills is helpful across the board, no matter what.
Consistency of quality is important too, whether you're talking about a food menu or a music menu. I worked many steady gigs when I lived in Asia. In my heyday, I was working over 300 gigs a year, including holding down a 6-night a week steady residency at Raffles Hotel Bar & Billiard Room for 5 years. Admittedly, I have never experienced anything like that here in the USA, but I do know that it is near impossible to BUILD a loyal following without a consistent and predictable schedule of quality. When someone compliments your performance and asks, “When are you playing here again?” you don't want to have to say, “I don't know,” because the owner doesn't have a long term plan.
IMO, you don't change your menu every week - one night great entertainment by proven professionals, and the next night total amateur hobbyists and hacks; one night a jazz guitar, bass, & drums trio playing blues and standards, and the next night a contemporary string quintet playing avant-garde originals. Every successful bar or restaurant has an identifiable “vibe.” Places that switch up too much fail to define their own unique identity. Here in Cincinnati, when you dine at Mortons of Chicago, you know exactly what to expect in terms of both the menu and the service.
Before one can exceed expectations, one must first meet them!
But more important than all of that is: our own self-image and emotional balance as artists cannot and should not be a slave to negative scenarios like the ones described above. Our circumstances do not determine our happiness and success, but our inner reactions to them may. In my own case, despite what happens (or not) for me in terms of local bar-restaurant gigs, I am always happy to perform at my best in front of a live audience. I gain my emotional stability not only from a positive performance attitude and the feedback I get from the audience (whether big OR small!), but also by teaching my students, inventing and leading my ongoing recording projects, gratefully embracing and cherishing the friendships that I have with like-minded musicians, and by the international acclaim I've garnered from my many years in service to this music.
The stories I shared above are but one reason why I prefer not to rely too heavily on, or to chase too much after those gigs in which I am expected to be the venues' promoter, and as the musician, am held solely responsible for all the attendance at the venue. I prefer seeking and playing more private and corporate events in which I am not held solely responsible for drawing attendees, but am accountable for just being an exceptional musician and entertainer who provides the perfect music for any occasion. Here are some pictures from a fun-loving and appreciative crowd at a private birthday party celebration at Morton's of Chicago, a premier steak restaurant in downtown Cincinnati:
There were no disappointed guests that night; there was no last-minute re-negotiation for our fee due to a low turn-out; there were generous and unsolicited tips above and beyond the pre-agreed fee; the musicians ate the same food the guests did; and instead of accusatory scowls, there were smiles and nods of sincere appreciation across-the-board by everyone. Now, those are my kind of gigs! Not surprisingly to my musician friends, gigs like this pay double or triple what we typically get at the bars.
Being an older independent jazz guitar player making 100% of his income by playing and teaching is not an occupation for the faint of heart! For bookings: https://gregchako.com/contact-booking
Greg Chako, Blog Post #18, from “What's on My Mind?"