Why are afternoon gigs not more of a thing?
I attended my second Australian afternoon gig recently and it did leave me questioning, why is this not more common?
There’s something really nice about watching live music then leaving while it’s still daylight and getting home in time for dinner. Matinees have been a thing in the theatre world forever, movie theatres open all day and sports are often an afternoon affair—but why didn’t this translate to live music outside of festivals?
Beyond the Stereotype: The Professionalism of Modern Music
Surely we’re long past the age of divas and debauchery where artists sleep until 4pm, play until midnight, party until dawn and repeat. The stereotypical rock star image died off around the dawn of social media. While some are still living that life, the music industry has shifted to something very different.
Dawn and coffee shop raves are in, non-alcoholic drink options are booming, and the number of Gen Z who are drinking alcohol is lower across the board than previous generations. I remember waiting hours to see if my favourite singer would rock up or be too wasted to perform. It was par for the course. But today, even those musicians are adopting a more professional approach. Excessive beer on stage is being replaced with water, and when I asked on social media, the idea of an early night was overwhelmingly popular with musicians!
Anyway I’m getting off track, but my point is, why are we still largely an industry that wakes up at 9pm.
Global Trends: Why Australia is Lagging Behind
This shift has been more prominent overseas. Up and coming UK artists now regularly play two sets in a day, and daytime record store shows are increasingly common. Of course there are small shifts to this in Australia too, but it seems yet to become a part of a wider marketing strategy for artists and I do have to question why.
Benefits for the fans
For the avid gig goers like me, afternoon sets mean we can squeeze two events in on the same day. Also, cheaper, shorter midday sets can definitely hook the budget conscious or cash strapped fans still keen to catch a glimpse of their favourites live but who are maybe not in a position to cough up the full ticket price plus expensive transport home.
For solo gig goers, it’s a safer option. Arrive in daylight, leave in daylight. More public transport available to get home and less of a concern about being accosted by drunken strangers (one would hope anyway).
Babysitting costs, getting up for work the next morning – there are so many reasons this could work. Obviously, I’m largely talking about weekends here, I’m aware we can’t all be ducking out on a Wednesday lunchtime to check out our favourite band, and I’m not suggesting artists replace all late night gigs, just add these as an additional option or alternative.
Why venues should embrace the afternoon gig
For venues, it’s filling band rooms that are just sitting there empty in the day anyway. Yeah, you’ll probably need to tighten up sound checks and load ins/outs but speaking as someone who has helped many an inexperienced band with their equipment back in the day, it can be done.
It’s easier to make these shows all ages or alcohol free (and if you’re a venue adjoined to a bar, push that in the narrative for people to grab a drink or food before and after). It makes your space safer and more inclusive. And you’re hooking younger fans in – there’s a strong correlation between engaging young people in live music early and them continuing to attend for life, so it’s helping to build your future and the future of the industry.
Why Artists Should Consider the Matinee
For artists, it’s doubling your reach, your income. Instead of just sitting in a hotel room doom scrolling or wandering aimlessly around a random city while you wait for that inconveniently timed sound check, you can be performing. If you’re travelling as a support act, you could do your own headline show elsewhere earlier in the day before taking the stage for your support slot (yes, soundcheck I know, but honestly, have you ever played a festival… IYKYK).
As already mentioned it’s an opportunity for artists to connect with younger fans if you make the early show all ages. It also could be a chance to put on a smaller or more curated show in a different space – do something you’ve always wanted to do and create the kind of memories that last a lifetime for fans. And you know what those fans do? – they return, and they buy shit.
For those artists doing this around day jobs, it can also make for a more flexible tour schedule (and if they only do an early show – an earlier night).
Final Thoughts: Revitalising the Industry
I’m also not suggesting everyone is smashing out two shows every day in every city but I do think it’s something we really need to be more open to if we are keen to truly continue to revitalise and build the Australian live music industry.
Keen to find your next gig? Check out our Melbourne live music guide here.