In order for local music scenes to survive and thrive, fans have to come to shows. In order to create venues, shows, and promotions that work, I think we need to analyze why people will seek live music as opposed to all the other ways they can spend their time and money.
Here is my list of motivations [and possible alternatives to live music]:
1. To be entertained [alternatives: recreational activities, TV, games]
2. To experience strong emotions [alternatives: theater, church, movies, sports, sex, drugs]
3. To meet potential dates or to go on a date [alternatives: bars without music, singles groups, restaurants]
4. To tell friends (e.g., how they just heard the "next big thing", how they paid big bucks to see a famous rock star, how they were hanging out with cool people) [alternatives: anything that increases the perceived status of the individual, such as MySpace, a great car, plastic surgery]
5. To feel enriched (i.e., music that makes them feel improved/educated/uplifted) [alternatives: religious services, experiencing nature, self-help groups]
6. To be in the company of other people [alternatives: social groups, business networking groups, WIFI coffee shops, hanging out with family and friends]
7. Curiosity (i.e, wanting to check out something new) [alternatives: browsing online, travel]
8. Exercise (i.e., dancing)[alternatives: sports, fitness clubs]
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