So you're looking to bring in some great entertainment for your next conference. Choosing a performer sounds like it should be a fun task, but deciding exactly which artist is ideal for your attendees is a tricky business. Comedy or music? Dance music or a sit-and-watch concert? Established headline entertainment or an up-and-coming artist? There are far more variables to consider in this regard than most people realize. Here are some important points to keep in mind when considering what entertainer is the best fit for your event:
Don't think like a fan! Be careful to not let your own personal tastes drive your decision. While you may love a certain band or comedian, that doesn't mean your audience will. Think carefully about who your attendees are and what most of them are likely to find entertaining. What is the average age? Where are most of them from? Is it a spouse event, where people are likely to dance, or is it a client event with a mostly male audience, where the attendees would prefer a comedian or great "bar band?"
Determine whether you want attendees to be able to network and talk during the performance. If so, a concert act is the way to go. Bands that encourage people to get up and dance typically don't mind when some of the guests hang out at the bar in the back of the room and talk during the show, but this is a cardinal sin when a standup comedian is onstage. Comedians need an audience to be seated, and also to be quiet (except, hopefully, for the laughs) during their performances. If guests will feel that they are losing valuable networking time with a comedian onstage, go with a band instead.
Consider how much time you have available for the performer to soundcheck or rehearse on the day of the show. Headline concert acts often require three hours to soundcheck prior to a performance, while comedians rarely ask for a soundcheck of more than one hour (many don't require one at all). Some variety artists such as Cirque-style performers can require even more than three hours for their rehearsals. So if you are having lunch or breakout sessions in the ballroom where the artist will be performing later in the day, choosing a comedian may be a better fit for your schedule.
Decide whether you need a "big name" entertainer. If your entertainment will be one of the draws to your event, then by all means, go after the sexiest name your budget will allow. But if you will have a captive audience, that is, people are coming regardless of the entertainment, then it makes more sense to pursue the performer with the most entertaining show. If you need to draw attendees, one of the late-night talk-show hosts can be a great way to go. But if you just need a great comedy performance, many of the up-and-coming comedians provide fantastic shows at greatly reduced price tags.
Avoid booking a concert performer simply because they are hot right now. One of the most important considerations is how many songs your attendees will actually recognize. While it may be tempting to bring in a brand-new artist who is in the limelight this year, many of these newer artists just don't yet have the same number of hits to play as bands with a few more albums under their belt. Don't get excited about booking a band that has the biggest hit on the radio right now if they will be filling the rest of the set with songs people haven't yet heard much of. Your audience will likely be happier if you choose an artist with many tunes that they can sing along with.
If you have an international audience, your best bet may be "nonverbal" entertainment. There are more performers out there along these lines than you might think. Among the artists who may have great appeal to non-English-speaking audiences are Blue Man Group, Cirque-style shows, and Riverdance.Finally, consider consulting with a talent expert. Work with someone who has secured many performers for a variety of types of events. While you may have three or four events a year with entertainment, an experienced talent expert will have dozens of shows a year with varying levels and types of performers. These people should be a great help in determining what type of performer, and exactly which artist, will be the best fit for your audience as well as your budget.
Adam Kahan is an attorney who joined Empire Entertainment in 1996. Previous clients include NBC, Ford, and CBS; previous speakers and entertainers include David Bowie, Prince, and Robert Redford. He can be reached at [email protected] or (212) 343-1645 ext. 230.Originally published April 01, 2008For more ideas, tips, and tools for better meetings and events,
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