Open Mic: Art? Entertainment? Business!
Guest column by David Fishken
Thinking about starting an open mic in a commercial setting? Getting ready to chat with the local tavern owner? Though you may be interested in the artistic and entertainment aspects of an open mic, it is the business aspects that determine success or failure. This article is about how to establish an open mic that will be a business success and last. It's based on my experience of one that did not last.
For the past two-and-a-half years my music partner and I co-hosted the Open Mic Night at the Acton Jazz Cafe in Acton, Massachusetts. Attendance varied widely from a dozen folks to 75 folks. These were rare extremes. We averaged between 30 and 40 patrons a night, around 15 of whom performed. This wasn't too bad for a Wednesday night in the 'burbs. We worked steadily at publicity, utilizing community calendar announcements in newspapers and on local folk radio, flyers posted here and there and wherever we played, and a very large email list. We had a feature performer every week, and some of the best talent in the world of folk and blues graced our stage (for example, true stars such as BobFranke, Geoff Bartley, Lorraine & Bennett Hammond, Paul Rishell & Annie Raines, Mary Gauthier, and others who were on the way up such as Kerri Powers, Dave Foley, James O'Brien, Marianne Chatterton, John Schindler and Hewitt Huntwork). We charged a $5 cover, which we split with the house, and paid feature perfomers by passing the hat. By all accounts, we had a good thing going. Well, all accounts except one: the evening was not profitable for the owner; sales of food and drink were insufficient.We were cancelled - without warning - last month.
Now, as we look for a new home, I am making lists of what I want in the way of a venue and what the establishment owner should know about an open mic. Most important, I am trying to figure out the best way to work with the club owner to make open mic night a partnership, with each of us getting what we want out of it. So, here are the guiding principles for establishing a successful open mic, as I see them.
[1] Know as much as you can about the market demand for an open mic and have a written business plan.
[2] Define your music mission and let folks know what it is.
[3] Have a clear concept of the environment in which you and your open mic performers will be comfortable.
[4] Know the entertainment business laws and regulations in your area.
[5] Be scrupulously honest with the club owner, and obtain the same treatment in return.
When approaching a club owner, you should have a written proposal. It must acknowledge the importance of the club owner's business. It's tiresome to say this, but make sure you listen carefully to the club owner. You'll learn a lot.
Describe the demand for an open mic. Are there folk associations in the area, formal ones and informal ones? Are there standing jams that occur here and there on a regular or occasional basis? Present an estimate of the weekly attendance. Describe the demographics of your target patrons. The club owner wants to know this.
Define your music mission. It will help you and the club owner to make decisions. We chose to emphasize traditional folk music in its many forms and contemporary folk that had obvious traditional roots. Our target patrons were the 'gray-haired set,' which coincided with the club owner's desires.
Finding the right place is a chore, but defining your mission will help. Do you want a pure listening room or a place where there is both music and social conversation? Walk into potential venues to absorb the atmosphere during intended open mic hours. Is the room set up appropriately for acoustic music performances? Will you need a PA system? Does the club say, welcome folkies? Is it clean? Is it (too) dark or light? How noisy will the place be on open mic night? How's the food? How's the service? Is there good feng shui!?
Acquire knowledge about the entertainment business in your area. Are there town, city or county laws governing live musical entertainment? Will the club need a license? Will you pay for the license? Will you need a costly police detail until your peaceful behavior is well established? Who's going to pay? Are there issues about noise, curfew, parking? It's your responsibility to inform a club owner of these laws and regulations if you're going to propose an open mic night.
You should know that clubs that offer live or recorded music must pay licensing fees as part of our copyright laws. We have to pay for the use of music written by others. Agencies have been established to police the industry and collect the licensing fees. Not everyone agrees with the process as it currently exists, but that's what we have. Check http://www.ascap.com and http://www.bmi.com to get a deeper understanding of the basis for the fees, how they are distributed, etc. The point is that licenses allow performers to play other writers' music and it is a cost to the club owner. Who's going to pay?
-> Part II: Now comes the tough part, convincing the club owner... 1 2
Hugh Blumenfeld, Editor
hugh@balladtree.com
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