You have to make sure you are better than anything people are going to see. You need them to walk away have to come back and see this band. I have to bring friends. thinking ‘I I have to go to their website and download the music’ (Interview). In addition to playing songs, musicians work hard to engage the audience by telling stories and promoting shows, recorded music and other merchandise. In the absence of firm-based managers or intermediaries (such as agents), who ensure freelancers look and behave appropriately, independent musicians are individually responsible for managing their own bodies, images and emotions. In Toronto, the market for live music has become saturated due to a steady inflow of musicians and a static number of venues (Hracs et al. 2011). Consequently, the originality of individual songs and quality of musicianship is no longer sufficient to attract consumers. Rather, musicians must produce a complete package by combining their sonic style with a unique visual and aesthetic style. As one musician I see a show I want to be stimulated and explains: “When to admit it, but I do think that image is 50% and the music is excited…I hate 50%…” (Interview). Another musician need an We accessorize every show with adds: “People image… different themes and costumes so on stage you can look up and see six people wearing the same (Interview). outfits” Respondents talked about developing a for the stage, arguing that the visual ‘whole package’ and entertainment elements are often more important to success than the quality of the music. Thus, beyond playing instruments, musicians must become actors in a theatrical sense. As one musician puts it: We want to have a nice balance between musicianship and On stage when showmanship… people see me, that is not necessarily me. It is this stage is an acting persona…It fashion and with models too, I guess it is kind of an when a thing…With ideal…Backstage designer is telling the models to get ready, it is like you are a Park Avenue Princess ‘okay and you're going on a shopping trip, and you have Brad Pitt on that is your arm, go.’ And the same thing when a musician is playing a show on stage. (Interview).
You have to make sure you are better than anything people are going to see. You need them to walk away thinking ‘I have to come back and see this band. I have to bring friends. I have to go to their website and download the music’ (Interview). In addition to playing songs, musicians work hard to engage the audience by telling stories and promoting shows, recorded music and other merchandise. In the absence of firm-based managers or intermediaries (such as agents), who ensure freelancers look and behave appropriately, independent musicians are individually responsible for managing their own bodies, images and emotions. In Toronto, the market for live music has become saturated due to a steady inflow of musicians and a static number of venues (Hracs et al. 2011). Consequently, the originality of individual songs and quality of musicianship is no longer sufficient to attract consumers. Rather, musicians must produce a complete package by combining their sonic style with a unique visual and aesthetic style. As one musician explains: “When I see a show I want to be stimulated and excited…I hate to admit it, but I do think that image is 50% and the music is 50%…” (Interview). Another musician adds: “People need an image… We accessorize every show with different themes and costumes so on stage you can look up and see six people wearing the same outfits” (Interview). Respondents talked about developing a ‘whole package’ for the stage, arguing that the visual and entertainment elements are often more important to success than the quality of the music. Thus, beyond playing instruments, musicians must become actors in a theatrical sense. As one musician puts it: We want to have a nice balance between musicianship and showmanship… On stage when people see me, that is not necessarily me. It is this stage persona…It is an acting thing…With fashion and with models too, I guess it is kind of an ideal…Backstage when a designer is telling the models to get ready, it is like ‘okay you are a Park Avenue Princess and you're going on a shopping trip, and you have Brad Pitt on your arm, go.’ And that is the same thing when a musician is playing a show on stage. (Interview).