In the competitive show business arena, understanding the "draw" — that magnetic pull that brings audiences to events, shows, and festivals — is not just an art but a science. Recent peer-reviewed studies shed light on this phenomenon, revealing that the ability to attract crowds goes beyond mere popularity. Let us dive into the empirical data that outlines the anatomy of a draw.
Activity and Productivity as New Metrics of Success
Traditionally, we have equated a performer's success with their star power or the impact of their performance. However, a study highlighted in Nature Communications suggests redefining success in terms of activity and productivity. In a resource-scarce industry, those who consistently create and participate in projects tend to build a sustainable draw. Persistent visibility is critical to keeping audiences engaged and interested (1). Donald Passman, a renowned entertainment lawyer and author of "All You Need to Know About the Music Business," offers a tactical approach to "creating heat" — essentially, building buzz and excitement around an artist or event. Like the Nature Communications study suggests, Passman emphasizes the importance of staying active in the public eye. Consistent activity, whether through releasing music, playing gigs, or social media engagement, creates a narrative of productivity and momentum. This activity generates heat by keeping the audience continuously engaged and anticipating what is next.
The Role of Social Media
The influence of social media on consumer perception is undeniable. Logan Crowell, an industry leader and founder of Helping Our Music Evolve, is a digital marketing evangelist, and for good reason; the enormity of power it yields cannot be understated. A Taylor & Francis Online study emphasizes the role of specific features in social media advertisements that shape consumer behavior and purchase intentions. For performers and events, crafting social media content that resonates and engages can enhance their draw, converting followers into attendees (2). Music Manager Liz Kamlet recently provided insights on her artist's return on investment from a $250.00 monthly advertising contribution. The images she shared show Spotify statistics for an artist over two consecutive periods, from January 1 to October 31 in 2022 and the same period in 2023.
For the year 2022:
Listeners: 5,765,471 (a 10% increase from the previous period)
Streams: 27,733,546 (a 20% increase from the previous period)
For the year 2023:
Listeners: 7,085,599 (a 17% increase from the same period in 2022)
Streams: 36,704,902 (a 28% increase from the same period in 2022)
These numbers indicate substantial growth in both listeners and streams. The average pay-per-stream on Spotify often falls between $0.003 and $0.005 (various factors depending). Assume an average pay rate of $0.004 per stream for this calculation. The income from the streams in 2023 would be approximately $146,819.61. After subtracting the total investment in social media marketing ads over the year, which amounts to $3,000, the net income from the streams would be approximately $143,819.61. The Marketing Return on Investment (MROI) for the artist's Spotify streams would be approximately 4793.99%.
Understanding Attraction in Business Relationships
The goal is to create partnerships and collaborations that enhance credibility and expand reach. These relationships can become a draw when they resonate with the audience's values and expectations. A broad review in ScienceDirect reveals that attraction in business is a well-researched area with implications for show business. When performers and events exude authenticity, they tap into the emotional and perceived value factors critical for attraction in business relationships. This authentic approach can foster a community of fans engaged in the entertainment provided and their genuine and relatable connection. Attraction factors range from emotional appeal to perceived value, suggesting that events and performers should aim to forge a deeper connection with their audiences beyond transactional interactions(3). In the modern entertainment landscape, audiences often seek genuine connections with the artists and entertainers they follow. Authenticity can manifest in various forms, such as:
Personal Stories and Experiences: Sharing real-life stories and experiences can create a bond with the audience as they identify with the struggles and successes of the artist.
Transparency: Being open about processes, decisions, and the behind-the-scenes aspects of the entertainment industry can build trust and a sense of intimacy with fans.
Staying True to One's Artistic Vision: An artist or performer who remains true to their creative principles often garners respect and a loyal following, even if it means taking risks or eschewing mainstream trends.
Direct Engagement: Engaging with the audience through social media, meet-and-greets, and fan events can create a feeling of personal attention and care, which enhances the emotional appeal.
Consistency: Consistency in quality and messaging helps build a brand that audiences feel endear trust.
This connection often transforms casual observers into devoted fans, which, in turn, can lead to a more substantial "draw" for events and performances.
Demographics and Platform Alignment
Demographic alignment ensures that the content, marketing efforts, and platforms are appropriate for the target audience's characteristics, such as age, location, interests, and behaviors. It is about matching the artist or event with the right audience segment, for example, using TikTok to reach a younger demographic or LinkedIn for a more professional crowd. The demographic alignment of content with platforms must be strategically oriented. A study from ScienceDirect on influencer marketing through TikTok showcases the platform's appeal to a younger audience. The implication for show business is clear: Know your audience and choose the right platform to maximize the KPIs associated with draw. The humor and relatability found in TikTok content may be a blueprint for what can attract a youthful crowd to other entertainment forms (4).
Celebrity Popularity and Young Audiences
Strategic collaborations or endorsements can leverage this influence to create buzz and attract a larger crowd. Widely recognized work on persuasion comes from the renowned Dr. Robert Cialdini, who identifies authority as one of the paramount levers of compliance. People tend to comply with those who are seen as knowledgeable and credible experts in their field, which extends directly to celebrities who are viewed as authorities in their respective entertainment areas. The Association for Consumer Research underscores the weight of celebrity popularity, particularly with young audiences. The key is understanding a celebrity endorsement's effectiveness as directly tied to its popularity, especially among media-savvy, younger demographics who may be more cynical about advertising. Thus, a popular figure can amplify an event's draw by resonating with this critical audience segment (5).
In conclusion, the science of the "draw" in show business is intricate and multifaceted. It is about consistent and uniform activity, strategic social media use, developing meaningful and productive business relationships, demographic targeting, and leveraging popularity to get popularity. As the entertainment landscape evolves, staying attuned to these data-driven insights can be the difference between a whole house and empty seats. Venues do not like an empty house no more than the talent. Understanding the draw is not just about knowing your audience—it is about becoming a part of their lives.
1) Williams, O.E., Lacasa, L. & Latora, V. Quantifying and predicting success in show business. Nat Commun 10, 2256 (2019). https://doi.org/10.1038/s41467-019-10213-0
2) Sriram K V, Namitha KP & Giridhar B Kamath | Teresa Village (Reviewing editor) (2021) Social media advertisements and their influence on consumer purchase intention, Cogent Business & Management, 8:1, DOI: 10.1080/23311975.2021.2000697
3) Mads Hovmøller Mortensen, Understanding attractiveness in business relationships — A complete literature review, Industrial Marketing Management, Volume 41, Issue 8, 2012, Pages 1206-1218, ISSN 0019-8501, https://doi.org/10.1016/j.indmarman.2012.10.005. (https://www.sciencedirect.com/science/article/pii/S0019850112001769)
(4) Sergio Barta, Daniel Belanche, Ana Fernández, Marta Flavián,
Bridgette M. Braig, Marion Bergmann, and Alice M. Tybout (1995). "Popularity, Product Relevance, and the Effectiveness of Celebrity Spokespeople", in E - European Advances in Consumer Research Volume 2, eds. Flemming Hansen, Provo, UT: Association for Consumer Research, Pages: 44.
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