There are some compelling reasons to offer live music in your bar: 78% of pub goers are more likely to visit a pub, bar or similar, if it offers live music and 68% agree that live music provides a great experience, especially when looking for entertainment with family and friends on a low budget.
An impressive 47% of pub goers say they would visit a pub if live music was on, even if they were short on cash.
However, getting the live music offer right can be an issue, from pubs being unable to secure the right quality of acts and the best bands – and even being certain that they will turn up – to understanding what equipment they are expected to provide, in terms of a PA/sound system, says Tom Brady, CEO of GigRealm, an online platform to handle finding, booking and paying artists.
“If you’re a traditional pub that’s never put on music before, it can be daunting. You might not have microphones or sound systems or any experience of setting up a live music event, and booking agents will charge commission and therefore push up the price.”
“If you’re looking for more diversity in your offer, you could create an evening of entertainment. Have a drag queen to do the quiz, who can stay around and do a bit of singing or comedy later. Or have a bottomless brunch on a Saturday morning or afternoon, with some music or a drag queen hosting a charity draw or whatever. It’s about marrying up different events to keep people in the pub for longer,” says Tom.
When sport is on, put on live entertainment to follow after the match:
- 93% of 18-34-yearolds like the idea of combining live sport and live music
- 83% of women specifically find the idea of live music and sport appealing*
“Sport can cater more to male audiences, but having live music afterwards can make it more appealing for women too. Consumers are changing and women are watching more sport, but they are also looking for greater value. Having a band ready to go when the whistle goes, increases dwell time and spend.
- 73% are more likely to stay in the venue for longer if there’s live music
- 76% are more likely to buy more drinks.
When it comes to choosing your live acts, booking local can be hugely beneficial. “Booking local bands can be seen as investing in your community. Bands will bring their fan base with them too and it’s a great way to showcase your pub to people who might be first time visitors – they may come along to watch the band but stay for dinner or book the Sunday roast,” says Tom
Tom’s Advice is:
- Look to pay between £150-£250 for decent live entertainment, who will perform for 1.5 hours
- Identify the dead space in your venue, somewhere you can take out a table or two and fit in a solo artist, DJ, three-piece band or duo – “it’s about working with what you’ve got the space for”
- It’s not going to be an overnight sensation – to make a name for yourself as a music venue is about investing in it, committing to having an act on once a month and promoting it well
- Keep it simple – approach DJs, artists and bands who are ‘plug & play’, which means they will come with all their own equipment and you won’t even have to worry about extension cables – they will plug in and play, then pack up and go home afterwards
Three takeaways
- If you’ve not hosted live music before, keep it simple and book ‘plug & play’ acts, who will come with everything they need, including the extension cable.
- Identify the dead space in your pub – by removing a table or two, could you fit in a solo act, a DJ, a duo or three-piece band?
- From Saturday brunches to after match entertainment, you can book relatively inexpensive acts to keep people wanting to stay at the pub for longer.
*Statistics are from the GigRealm and CGA by NielsenIQ Live Music in Hospitality report, conducted in early 2023.
