Throughout this series I've been trying to provide tips and the dos and don'ts of a more effective PR behavior - from the standpoint of the press; however, Public Relations doesn't always fall into the category of press releases and media kits. What the public sees and how you work with other bands will also become a defining factor in your success.

Case-in-point: I recently did a show review of a national act that was once a very big-time band in the '80s and early '90s. Once an arena "seller-outer," these guys were on a club tour with support by local bands. Being the press and having all access to the club, I tried to get a couple of quotes from the band both before and after their set - they wouldn't even wipe their feet on me.

I don't know (don't even care for that matter) what their deal was, but my first thought was, "bad form guys." For all they knew, I was there representing a major mag. I also got to thinking about all the other bands I'd met, seen or otherwise contacted throughout my career and realized that attitude is a symptom of the scene - and a potentially crippling one at that!

Courtesy and the Common Denominator

Trust me when I say that if you haven't sold at least 5000 CDs and haven't at least been reviewed once by a national rag, you're really nothing more than a pimple on the ass of the music scene. Even then you're just a larger pimple, so it's essential to get as many people on your team as possible. A major part of this requires you to make yourself accessible and approachable.

The first thing to remember is playing an instrument and gaining admiration from large groups of people doesn't make you better than anyone else - it just makes you more noticeable. And, for that reason alone your public image is a key component of your act.

Now, I realize this can be a double-edged sword of sorts. I've been in the spotlight. I've played for large audiences. I've been burnt out at the end of a great show and pissed after a bad one, but I've never lost sight of the people who put me there - the ones buying drinks and paying the covers. I know you get the gushy, sloppy-drunk compliments and the annoying hang-around-ers after a set and it's very easy to blow these people off or turn a nose up to them altogether. Sometimes you just want to get away as fast as possible. After all - they're probably too drunk to remember it the next day, right?

WRONG!

That guy you just treated like shit was there with friends and surrounded by plenty of others who have nothing better to do right now than watch you break down your equipment. They will remember tomorrow and will most likely not be at the next show or buy a CD - or ever go to your web site. And, you don't know who they are or who they know. So now you may end up on some blog or other widely read site somewhere getting bashed for the asshole that you are. It's the CBS News scandal all over again! Even worse, it could've been a fan of the band you're supporting - and if it gets back to them you may not be asked to open on their night again.

Why all the doom and gloom? Because this is your public image and your attitude toward your audience will far surpass the quality of your music. Whether you're opening or headlining, you're never too good or too busy to acknowledge fan fair.

Simple Suggestions

Make anyone who approaches you at a show feel important on some level. A simple "thanks" might suffice. For the more intense fans - give 'em a job! Provided they're not staggering about spilling beer all over themselves, let them roll up a couple of cords, guard the travel cases or lug equipment to your van. Then, reward them with cheap merch.

If you're not comfortable with that idea, keep a small stock of signed CDs on the stage. This is a great diversion for any crazed fan. It makes them feel special and they'll show it off to their friends - it's a good marketing technique as well. If you're really going somewhere with your music, they'll feel like they have an "I-saw-them-when-they-were-local" piece of memorabilia.

Also, take photo opps - unless you really gotta get your equipment off the stage for the next act. Then, take a rain check, but let them follow up. Regardless of how you feel about your audience, a smile and/or a nod will go a long way. Watch for the camera flashes in the audience while you're performing and "pose" for them. Chances are they'll be going on some web site - give a one-fingered-salute, stick out your tongue or do whatever fits your image. Remember, a picture says a thousand words and if you make the show look fun others will attend.

If you're really not in the mood to deal with admirers, you can always fade out of the scene but do it gracefully. There's no way in hell you'll make it to the door without at least one person approaching you. Thank him/her for the compliments and say you'll be back in a few. So what if you lied? You'll get out of the situation smoothly and keep your public image intact.

The Other Guys

Let's say you're a local favorite. Maybe you headline, maybe you don't. Point is you're drawing a crowd - even if some of it is theirs. ALWAYS play nice with the other bands whether you like them or not. If there's any one thing to be said about the music scene: word gets around. Friction between other acts, or even within your own ranks, will leak out and spread. Drama is a major turn-off for clubs, music press, club-goers and other acts. If you're impossible to work with or too demanding it'll create a reputation that could take you a long time to overcome.

Let's add another situation to the mix - the other band doesn't play nice. They talk smack about you, your music or whatever. How should you respond? You don't - no matter how much it pisses you off. Buying into immature ego battles looks bad on your act and casts a serious shadow on your public image. Plus, it makes your PR's job harder in the long run. Leave that kind of crap to your fans. Your job is to be a musician. Besides, your most dedicated people will most likely jump to your defense in a heartbeat. Now who looks like the asshole?

Knowing is Half the Battle

Staying aware of your public attitude will help you become #1 in the hearts of the people you're there to entertain - or it'll kill you. The choice is yours. Your audience will define your image. If they like to be abused, then give them what they want. But, I guarantee that off the stage their interpretation of you will be a lot different. Be centered, stay responsive and remember that everyone in the audience is NOT one of your fans.