As new music venues pop up around the globe, the attempt to provide both fans and artists a memorable experience becomes more apparent. With the Co-op Live opening this year in Manchester, which promises to offer fans an interactive experience leading up to its front doors, and Live Nation’s Coral Sky Amphitheater that offers its artists a backstage pool, there is no end of examples of what venues are doing to set themselves apart from their competition.
Having worked at an arena for 3+ years and having been tasked to create a memorable backstage experience for visiting artists, I thought it would be fun to break down the efforts that went into hosting sold-out shows in a 20,000-seat venue. While this arena didn’t have a swimming pool or a putt putt course, it was still able to transform its backstage area into a artist-centric environment that continued to be highlighted in photos posted to visiting artists’ social media channels.
Where to start?
Learning about the artist is always the best place to start. This could involve listening to the artist’s music, scanning their social media channels for inspiration, and reaching out to any tour staff who might be able to share insights about the artist’s hobbies. For example, the members of Pentatonix are huge fans of The Office and ping pong. Therefore, we set up a ping pong table and had a custom Dundee award created for the “Ping Pong Master.” We also hung up a sign that said “It is your concert.” Those of you who are fans of The Office should get those references. Overall, it really surprised the members because it was right on the nose as to what they loved and showed that we had put in a ton of effort to make them feel welcome.
Is there a budget required?
There is usually a very minimal, if any, budget required. A lot of backstage setup can be secured by trade (tickets in exchange for product) or by way of promotion on the venue’s social media channels. For example, if you partner with a local bakery to provide an artist with a customized cake or donuts, you could offer to post a photo of the product on the venue’s social media channels alongside a tag to the bakery’s social media accounts. If your venue’s social media channels have thousands of followers who are most likely local residents, the exchange of promotion should certainly assist the bakery with awareness and hopefully increase its business.
What should be the point-of-focus?
Overall, venues attempt to set up their backstage area to reflect the city it’s located. Artists sometimes play back-to-back shows in different cities, so it is easy for them to forget where they are. This is where the venue backstage area comes into play! If you secure a mural that highlights certain landmarks in your town, it is an immediate reminder to the artist where he or she is, and is a great way to highlight the most notable parts of your city. As mentioned above, partnering with local establishments to offer the artist products that are famous in your city is another great opportunity to highlight your town. Further, these artists receive gifts from almost every venue, so giving them products that can be consumed, experiences, or a setup that can be photographed and remembered are usually best. Currently, venues have been partnering with puppy adoption agencies, which set up a small area, usually in a dressing room, where they let the tour staff and dogs interact. This opportunity has also led to puppy adoptions, usually because a tour member can’t bring himself or herself to leave their furry friend behind!
Overall, have fun and be creative with how you set up your venue’s backstage area!
Leave a Reply