I was never an independent artist before signing a record deal, never toured at all before heading out on that bus with Bebo Norman in 2001. Then I opened for Jars of Clay, Avalon, Michael W. Smith, and Shane and Shane. I carry the lessons I learned as an opener out on the road (and into life) with me today.
1. Attention isn’t deserved. It’s earned.
The opening act is what happens while everyone’s buying the headliner’s merch and finding their seats. If an opener wants attention in a buzzing bustling arena he has to go after it. Once he has it, he has to work to keep it (See #5).
2. It’s easier to please when there are no expectations.
The opener is the luckiest person on stage each night. No one expects anything – good or bad – from him. An opening act merely needs to make no mistakes and not be boring in order to be a pleasant surprise…to those who are listening (See #1)
3. Headliners are easy to outdo.
The establishment tends to get lazy, clings to the way things have always been done, and often hides on a tour bus after the show. Openers can’t afford to be. Be different (See #5), thank the promoter, thank the volunteers, help the crew (See #7), be just a little risky on stage and shake a few hands afterward and you win. Easy shmeasy.
4. Leave them wanting more.
Scarcity is a powerful thing. If the headliner gives you fifteen minutes, get off the stage in thirteen. Never go over. Do what you do best in those thirteen minutes and the crowd will want more and buy a CD to get it. They’re not likely to feel the same way about the headliner’s 90 minute set are they?
5. Embrace the difference.
If the headliners used bands, I went solo: just me and my instrument. If they were serious, I lightened things up. If they were fluffy, I interjected a little depth. I was still me, but I emphasized the parts of me that made me different from the headliner. Different gets noticed (See #1) and remembered.
6. Be grateful.
The biggest egos in the music business aren’t the headliners; they’re the openers who think they deserve to be headliners right now. They wear their ingratitude on their sleeves and squander the opportunity to learn from those more established and be part of something larger and more meaningful than themselves (See #7). You’re not a roofer in Houston in July – be grateful.
7. Serve the whole.
A tour is ideally a team of artists working together to create something better than they could alone. Do what’s best for the tour, the crew, the headliner, the sponsors, the promoter, not yourself – no matter what sacrifices you have to make, and the audience will be better for it…and you’ll be on another tour when this one’s over. Never demand your way. Never throw a tantrum. About anything. Ever. You’re the opener (See #6).
Jason says:
Man…those are some really good thoughts even for someone who has nothing to do with the music biz & whose singing can kill small cattle.
JanO says:
Hi Shaun,
I think this should become part of our “Do you want to be asked back” packet. Amazing how few artists see the big picture. Thanks for laying it out there. janO
Austin says:
Shaun,
Great insight! I think one of the most important points you made was to embrace the difference! For an artist to open up the night with something on the other end of the spectrum from what they are expecting of the headliner draws their interest.
The best example I can remember is when I saw that MuteMath was opening up for Alanis Morissette! I don’t actually know, but my guess is that they sold a lot of albums and made a lot more fans because of the difference!
Great Stuff,
Austin
Chris Kinsley says:
Not being in the music industry, I wouldn’t have even considered this, but I think it’s dead on.
I remember a show I worked about ten years ago whose bill was Caedmon’s Call, Bebo Norman and a guy I thought was a crew member until he got up on stage and stole the night. It was Andrew Peterson and he embodied everything you’ve listed here.
Great post.
FzxGkJssFrk says:
Thanks for the advice.
lavonda says:
I’m not even close to being in the music industry (unless singing in the shower counts) but my oh my this speaks to the masses. Great life lessons!
I just hopped over here before heading off to bed, and now get to go to sleep with a full heart.
That was good, Shaun.
Real Good.
Thanks!
Glen says:
#7 describes my life as sideman musician in Nashville. Thanks for bringing the truth.
Steven Rossi says:
Not to give you a big head or anything, but your posts are really, really good. Thanks for the great content, and thanks for these cool lessons. Like the commenters above me, I will never be in an opening act; however, this is good stuff.
JavaJoy says:
I had the pleasure of seeing Nicole C. Mullen when she opened for MWS 7-8 years ago. WOW. She brought down the house and definitly left us all wanting more.
Jen says:
Chris Kinsley: Doesn’t surprise me at all. 10 years later, AP is STILL the guy people think is a crew member until he blows them away with his beautiful songs. I hear he plays a mean game of marbles too (Chinese Checkers to those of us in the north–really?! I thought everybody knew what Chinese Checkers was. Not AP apparently. :D)
C.S. says:
I was reading this at work (during lunch), finally got around to posting a comment. As a new hire (a different kind of “opening act” :-)), I could definitely use this at the workplace: 1. Pay attention to how someone’s doing instead of simple greetings. 2. Work hard from day one. 3. Step up to the plate. 4. Be confident in the skills you have to offer. 5. Embrace your identity regardless of company culture. 6. Be thankful. 7. Remember the bigger picture.
S’what I have so far..