All About the EXPERIENCE

This past week Rob McDermott, the manager of Linkin Park, came to speak to my Entertainment in Public Relations class. He emphasized through and through during his talk the importance of the "experience." He stressed the cruciality for fans to have the experience, how music is about the experience, and how efforts should be made to ultimately drive fans to the experience.

What is the "experience"? It's the experience of seeing your favorite band for the first time in concert, of seeing a new band for the first time live and being blown away, of seeing your favorite band for the millionth time live and still being excited about it.

I've spent some time mulling over the importance Rob placed on the experience, and how touring has become the economic backbone of an artist with declining CDs sales. Being able to tour and turn a profit while on tour has become a critical factor in the equation to keep an artist economically afloat in a ball busting industry.

It is the live experience that cannot be replicated, that just isn't the same when relayed through a digital avenue. It's about the moment, the emotions, about being right then and there.

Concert experiences have been translated in many ways - Youtube videos of select songs from shows, even whole concerts, higher quality live DVDs, and live streams of concerts. The Live Earth Concert. The upcoming U2 concert at the Rose Bowl.

Taking a closer look at U2's decision to broadcast their concert live online. It's already sold out after all, so there is no monetary loss, simply marketing brilliance. What U2 is doing isn't selling out their live experience, what they're doing is showing everyone who isn't there what they're missing. You'll be watching the U2 show on your 15 inch Macbook, and even with your sweet hundred dollar headphones, you'll be thinking - damn. I wish I were there. It's a brilliant marketing strategy, combining the power and reach of the Internet and the live experience to drive fans to the live experience itself. Being able to broadcast your live experience worldwide will help drive concert sales wherever your next tour hits. Not that U2 needs help selling out their tours. But think about what this could do for a smaller act with an insane live show?

Personally, there are quite a few bands that I wouldn't necessarily sit at home and listen to, but would definitely go to a show if they came through town (check out Family Force 5, I beg of you. Bring Me The Horizon also puts on a crazy brutal show).

Given this great strategy, the one thing as a band that one still needs, other than means of broadcasting, is a solid live show. If you sound shitty live and have a boring show, broadcasting it online to the world will have, well, just the opposite effect. No one will want to come see your shows.

Ultimately, it's the live experience that trumps all. So band, please practice and make your set a damn interesting one to watch. Everyone else, get out there, away from your computer, and see a live show or two. It'll be grand, really.