[Dixielandjazz] The Economy and The Music Business

[Stephen G Barbone]

Larry Walton asked if anyone else was experiencing a slowdown in  
bookings. And whether it might be linked to the economic times.

Like Larry, I have noticed a slowdown in some segments of our music  
business. And I think it does tie in with the economy.

As a business oriented band leader, I have a marketing plan which,  
among other things, segments the marketplace. That basically means I  
keep track of gigs by category, like:
Retirement Home, Public Parks, Jazz Festivals, Private Parties,  
Weddings, etc. And I seek new clients in those segments that seem to  
do better than average in tough times.

Examples: For the next 3 months (Nov-Dec-Jan)

CORPORATE PARTIES: This coming holiday season so far is running well  
behind last year. I am expecting to book about 60% of the corporate  
gigs as we did last year for November, December and January. Some  
companies have flat out said that this year, they are cutting back on  
their Christmas Party Budgets and live music did not survive the cut.

RETIREMENT HOMES: Have booked 10% more gigs

PUBLIC PARKS: Too early to tell, but I don't think they will decline  
this summer.

JAZZ & MUSIC FESTIVALS: Too early to tell (these are small local one  
day festivals) but I don't think they will decline.

WEDDINGS: (for 2009 total) No change, same booked in 2009 as for 2008.

RESTAURANTS: 2009 bookings running behind 2008 so far.

ETC. Not anticipating much change from 2008.

However, I am target marketing right now in an effort to make sure  
Barbone Street  hits our 2009 target of 150 gigs. Getting direct  
mailers out to Cities, Townships, etc in our area to get a few more  
park/bandshell gigs to offset possible declines in other market  
segments like private parties, restaurants etc. Segmenting and target  
marketing results in diversification which is a great hedge against  
loss of gigs.

Over the next 30 days I will mail out roughly 500 promotional pieces  
to various client prospects. These are qualified prospects that  
present musical/cultural events locally. I've been building and  
refining this list for 15 years and it works for me. I am also  
networking actively among the cultural associations in our area as  
previously posted.

Basically I seek 10% new clients each year remembering my Marketing  
courses from 50+ years ago that no matter how good a product a  
business has, it will lose that many customers every year because of  
death, people moving away, somebody getting mad at you, etc., etc. I  
followed that reasoning throughout my day gig career.

In these times, I think the best defense against loss of gigs is a  
good offense and I am actively promoting right now for 2009 gigs,  
looking for 20% new clients.

Cheers,
Steve Barbone

www.myspace.com/barbonestreetjazzband