Musicians’ guide to dealing with audience apathy

Author Juan Montalvo puts it best: “There is nothing harder than the softness of indifference.”

Any local bands, artists or any working professionals plying their wares out there, can surely relate.

You pour in time, money, time and money, uber amounts of creative energy – as well as petrol – into making your particular thing the most beneficial entity to someone’s life… you’ve got the ONE thing that will make their life better, innovate new possibilities, significantly advance their sense of well-being…

…and they just aren’t bothered. Is there anything more frustrating? I propose not.

But never fear! I have devised some top strategies for musicians to countering apathy from your audience, and here they are (in no particular order):

Create controversy
Get discussion going, get people curious… you know, do something wild. The key here is not to be stupid… Darwin nominees are full up in the 21st century.

Rather, do something people think is out of character, but shows your deeper side.

If you’re a heroine-snorting tattoo-covered metal-loving rockstar who never reads the bible, try it.

And Instagram yourself doing it!

Go commercial
Just do what sells. I mean, let’s be realistic: there’s lots of great art out there which you’re trying to compete with. Rather just write a plastic hook (like Lil Max or Billy Ray Cyrus) and land that huge deal for some commercial advert. Once you rake in the loot, then you can finance your original material all on your own!

Chin Up
This may sound like quasi-psycho-babble philosophical self-help… but keep your head up. Our local KZN legend Rowan Stuart has an immortal line from his album Soul in Suitcase, and title song talks about being a musician, and apathy from the “grey suits” (a special kind of audience):

“All along I tried to keep my head up. Cause oh no matter what you gotta keep your head up.”

Rowan Stuart, Soul In A Suitcase

Always be positive…
A friend of mine (and RCB trooper) was very sick with flu and went to the doctor. The story goes that the doc was quite abrupt, didn’t listen well, gave her some generic medication and then packed her on her way without hesitation.

As she was walking out the door, the doc yelled: “Try and be happy!”

This is superior advice for musicians.

…or let it hang out
Occasionally, the apathy of your audience gets too much, be it live or otherwise, and let’s face it: we all need to vent some time. I suggest not doing this on social networks.

Rather go find a punch bag. Or go to gym. Or go for a run. Or just go sit on the toilet.

Get business savvy
Get a frikkin degree, why don’t you? No one ever said it was a bad idea. (And anyone who says “it was a waste of time” clearly missed out on all the fun to be had at varsity.) If musicians are gonna survive, they need to be able to do sums. Maths. Understand banks, economics, investment returns, net profits vs. gross profits… get clever. Eat Pronutro.

Keep a sense of humour
That goes without saying. For yourself more than your audience or fellow musicians. Plus it helps your face seem more attractive.

Can’t beat ’em? Join ’em
Some would argue that apathy is not the problem, it’s the solution!

Persevere. Persevere. Persevere.
There are any number of great musicians doing great things in South Africa, as there are worldwide. There’s an audience for all musicians here in our diverse cosmopolitan society. Don’t ever give up. Ever.