The Beatles performed Toronto 3 times (1964, 1965, and 1966), all at Maple Leaf Gardens. Demand for tickets was large and the band was on a good touring schedule. They wanted to get in and get out whereas performing for as many individuals as doable. Including a second evening wasn’t within the playing cards so the one factor they may do is play two exhibits on the identical day: the standard night gig preceded by a matinee efficiency. In between, they grabbed a chew to eat and held a press convention.
Matinees (often as a part of a doubleheader) had been frequent again then. All of the early rock pioneers — Elvis, Chuck Berry, Little Richard, The Rolling Stones, The Who et al — did them. It was exhausting for the act however the effort made good enterprise sense. Not solely did the scheduling of a matinee double a fan’s probabilities of with the ability to see a present, however in the event you had been too younger to exit at evening, there was an opportunity your dad and mom would allow you to attend a day present.
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Matinee concert events continued for years. I recall within the Nineties when some bands insisted on enjoying an early all-ages present adopted by a licensed occasion within the night. Punk bands had been particularly good at serving their youthful demo with early units. It was an effective way to fulfill each the adults (who may avail themselves of the bar) and the children (and the venue didn’t have to fret about underage consuming as a result of the bar was closed to alcohol gross sales).
However because the rock enterprise matured, afternoon performances slowly disappeared. In the present day, they’re all however gone. Until you’re at a pageant, it’s extraordinarily uncommon to search out an artist who’s prepared to play a day slot.
That is unlucky as a result of nowadays, it’s not simply underage youngsters who need exhibits at the moment of the day but in addition a rising variety of adults.
Look, simply since you’re on the lee facet of 30 doesn’t imply you’ve given up on the dwell music expertise. You’d like to see extra exhibits however life all the time appears to get in the best way. There are the children, getting up for work the subsequent morning, and the big scheduling conflicts.
And let’s be trustworthy: After a sure age, you’re kinda uninterested in ready till 10:30 pm on a Tuesday evening for a band to hit the stage. Heck, I’m in mattress most nights lengthy earlier than that.
By not catering to the demo that doesn’t need/can’t afford to be out late, artists and promoters are leaving some huge cash on the desk. And let’s not overlook that the older demos are those with more cash to spend at exhibits.
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There are two options. First, gigs may begin earlier. Reasonably than heading dwelling or killing time earlier than a present, individuals may go straight from work. If the lights had been to go down at, say, 7 pm, the whole lot may very well be achieved by 9:30. Everybody who has to stand up within the morning can get to mattress at an inexpensive hour whereas those that wish to proceed the evening nonetheless have hours earlier than them. I do know I’d see much more membership exhibits in the event that they began and completed earlier.
The second answer is to re-introduce matinees. Clearly, this isn’t sensible on weekdays, however what about weekends? Hey, theatre productions have supplied matinee performances for many years. An enormous, massive chunk {of professional} sports activities are held within the afternoon. Casinos provide matinee performances. So why not big-name concert events? I’d be extra inclined to see acts like Bruce Springsteen. Does the Boss wish to play a five-hour present? Improbable! Simply begin at 3 p.m. so I may be dwelling to wind down earlier than mattress.
Jamie Lee Curtis lately ranted in regards to the lack of matinees. Showing on NBC’s In the present day present lately, she vented “Why are there no matinees? As an illustration, I like Coldplay. I’d like to go see Coldplay. The issue is, I’m not going to go see Coldplay if they begin their present at 9 o’clock and there’s a gap act. I wish to hear Coldplay at 1 p.m. I believe if we stuffed a stadium with individuals who wish to see a matinee of Coldplay, I believe we’d begin a development.”
Like it. As an alternative of dinner and a present, it’s a present and dinner. Then it’s again dwelling to dismiss the babysitter, play with the children, take care of the canine, and get to mattress at an inexpensive hour. Not very rock’n’roll in a standard sense, however I’m OK with that.
Positive, load-in/load-out procedures and touring schedules must be adjusted, however that’s not an insurmountable barrier. The place there’s cash, there’s a approach. And I’m positive many heritage acts — and there’s a rising variety of them — wish to wrap up their day earlier, too.
I repeat: This has nothing to do with being previous, infirm, crotchety, and never loving dwell music. It has the whole lot to do with being sensible and inclusive. The inhabitants is growing old and society wants to regulate.
Who’s with me?
UPDATE: Oh. In order that’s why we will’t have afternoon concert events. I knew there needed to be a cause.
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Alan Cross is a broadcaster with Q107 and 102.1 the Edge and a commentator for World Information.
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