How to Build Hype Around One Gig (So It Doesn’t Flop)

You’ve got a gig coming up. It’s not Wembley. It’s not a festival. It might be at a tiny venue or a pub that normally does quiz nights. But it matters - because every show is a chance to grow your fanbase.

The problem? Most unsigned bands promote it once, a few days before, with a poster and a “come down tonight!” message. Then wonder why turnout’s low.

Here’s how to build real hype around a single show - and get people to care:

1. Talk about it early - and keep talking about it
Start at least 2-3 weeks out. Announce the date, venue and line-up. But instead of just dropping a poster, explain why this gig matters. Is it your first headline? First time playing that town? Testing new material? Give it context. Make it feel like a moment.

2. Build a story across posts
Treat your social media like a gig diary.

• Week 1: announce the show

• Week 2: post a setlist teaser, rehearsal clip, or behind-the-scenes moment

• Week 3: share a personal reason why you’re excited or nervous

• Final days: daily countdowns, band travel updates, and soundcheck clips

This shows momentum. It makes the gig feel alive before it starts.

3. Give people a reason to come (beyond the music)
Offer a free sticker, zine or demo CD to early arrivals. Or announce a limited merch drop only available at the show. You don’t need a huge budget - just something to make this gig feel different from every other.

4. DM your supporters directly
Reach out to fans who’ve been to previous shows. Say:
“We’re playing next Friday - would love to see you there. Got a few new tracks we’re debuting.”
This works. It’s personal. People are more likely to act on a message than a feed post they scroll past.

5. Use video before and after
Film a short 15-sec clip inviting people down. After the show, film the crowd, the moment on stage, the post-gig buzz. Even if it’s 30 people, capture it like it matters. Because it does. That content builds hype for the next gig too.

6. Remind them more than once
Most people don’t plan their week around your band. Post about it multiple times - in different ways. Change up the format: photos, Reels, Stories, Tweets, countdowns. Repetition helps.

The goal is to make your gig feel like a can’t miss night for anyone who knows you or loves discovering new bands.

Because when you treat every show like an event - people start showing up like it is one.