Many corporate events will include music acts as part of the entertainment experience. Whether it’s an awards dinner, office Christmas party, corporate hospitality or something more specific like a charity auction, music can be an effective mood enhancer. But because music is very much responsible for creating ambience at an event, it can also be the difference between a successful occasion and one you’d rather forget.
When booking a music act for your business event it is important to consider what type of band or act would fit with the audience attending and also the style of event you are planning. Timing and logistics are important, for example do you need a party band that can perform a range of ‘music covers’ to get people dancing for the later part of the event? Or is a solo saxophone player performing softly over dinner more appropriate? Or maybe even a roving band if you are hosting an event where you want to use music to engage with your guests? Choosing music for your event can be a tricky task, but the more information you have, the easier it is to get it right.
Getting musical value
Of course, the type of act you choose is also not the only consideration for event organisers these days. The corporate world is also no stranger to feeling the effects of budget constraints and many purse strings are being pulled tighter this year so it is becoming increasingly important to ensure you get the best value possible from the suppliers involved in your event. For example, securing a band that can provide background music for drinks reception/dinner and can also provide a DJ who can play in between the band sets to keep the flow of the event running smoothly might reduce costs as opposed to going to two separate suppliers.
Here are some good, value-add tips to keep your budget in check.
1. Try and book ‘package options’ wherever possible. If you are looking for music throughout an entire day, the cheapest way to do this is to book through one music agency, that way you’ll get a better deal for all acts combined and remember to negotiate. If you are booking music for the day you will have greater bargaining power.
2. Demand more value for your money. If you are booking a live band a good tip is to try and get the most you can out of that band. Can they play for longer, what else can they offer? It is worth pushing as you may get a better deal even if it is for just a few pounds more.
3. Be clear about your budget. When booking your music act, always be clear on what you want and very clear on how much you want to spend. Get your music act on budget by always going in with a lower price than your ‘real’ budget and stand your ground, that way you have the opportunity to negotiate within the realms of your allocated spend. Plus as a corporate customer there is a greater chance of repeat business so the music agent is more likely to negotiate to build a lasting relationship.
4. Don’t leave it until the last minute. You will find that the really great bands are usually booked from six months up to a year in advance. The quicker you book a band the better price you can negotiate. There less chance of a ‘last minute deal’ in the music business especially when it comes to high quality acts.
5. Have confidence in the agent. If you book with a professional music agency you should have confidence in their recommendations. After all, any good agency will know all of their acts individually and will have seen them perform on more than one occasion, so should be able to give accurate advice in line with your requirements. You should never be ‘taking a gamble’ when booking an act, you have a right to know what you are getting up front.
6. Don’t be afraid to ask. If a DJ is not right for your event but you don’t feel you have the budget for a live band, ask about different options; whether that is an energetic acoustic duo or a smaller three-piece band. Amazing duo’s and three-piece bands can really get people up dancing just as easily as a four or five-piece band can; and they are usually much more affordable.
If you use music in the right way at your event, it will leave people talking about it for days after and will certainly creating a lasting impression. The great thing about using live music is that a band has the opportunity to engage with the audience more so than a DJ and to involve them in the performance. The energy that a good band can radiate on stage can be infectious and it is this which can spiral to create a truly amazing atmosphere.
Pleased to meet you, shall we dance now?
From the music industry perspective, corporate events can be more difficult in terms of engaging the audience to create the right atmosphere which is why it is important to give as much information to the music agency as possible upon booking. It’s worth remembering that one corporate event differs from the next; you may have a scenario where everyone is very much in business mode, or it might be a networking event involving a lot of different companies where people are meeting for the first time (but then they are expected to party together on the dance floor later) which can feel awkward for some. So it is really key that you book the right act that are professional, trustworthy and can just as easily get a group of city bankers up dancing as they could a group of lively girls on a hen night.
When it comes to physically choosing music for your event, this can be decided jointly. As the organiser, you should know who your guests are (in terms of personalities) and all great musicians should be able read a crowd and adjust as they see fit on the night. Normally a set list of songs will be sent to you prior to the event. But you should be able to trust the act that you booked as they are the professionals.
Adjusting the tempo
It is true that certain types of music will affect the atmosphere and mood at a corporate event but it is up to the organiser to communicate with the agency on the desired effect they want to achieve – and that all depends on the vibe you want to create. For example if you have booked music for a drinks reception and dinner at the event, the choice of songs is actually not the most important aspect, it’s actually about booking the right act that can create the background music to fit with the scene. This kind of music shouldn’t be intrusive and the act has to be aware of their sound levels, playing the right tempo tracks to keep the flow and atmosphere seamless.
The real art for successful background music is for musicians and acts to become invisible in theory; the idea being that people can still talk and hear each other in conversation while the music is adding to the overall mood of the event.
Finally, if the act you’re considering isn’t via a recommendation or you haven’t seen them play live, always look for great promo material. Slick promo videos are important. You need to see that the way the act present themselves too. Ask for testimonials and past clients they have performed for, the greater variety of clients they have worked for, the more experience and knowledge they will have about corporate events.
Eight Ray Music is a music and entertainment agency founded and operated by passionate music professionals, specialising in the musical performance industry.
This was first published in issue 78 of CMW. Any comments? Email Zoe Vernor
