I used to go to London every 3-4 weeks because my girl lived on Kentish Town Road/Camden and I don't understand why you say that playing live in London is a waste of time? There's a rock/metal band playing almost every day of the week and playing in a MAJOR city means learning how to win over bored/critical audiences. If you can win the audience in London you can win them everywhere - it's a skill that a lot of bands don't have though!
Well the vast majority of promoters engage in pay to play and door-tally systems, whilst doing very little promotion themselves - or if they do any promotion, it's all stuff you can do for yourself as a band very easily.
But what this leads to is these promoters put on nights where the bands are woefully inconsistent - a metal band, a jazz band, a prog-rock band, and an acoustic songwriter. This then leads to each act bringing their own crowd, usually just their friends, who only arrive 30 minutes before their friends band is about to play, and then they leave 30 minutes after they've played.
So there is basically no cross-pollination in this respect.
The best gigs we've done are where we hired the venue. We hired out 93FeetEast in Brick Lane for our Exegesis album launch, and we filled that place. Must've been about 180 people in there. In London, even if you're a signed band, this is very hard to do. We've done it twice now.
Both nights the bar made over £1200, so our hire-free was then basically free. We made some money, but nowhere near £1200.
I've seen bands who I considered our peers, only pull 20-30 people before, and some of these guys are signed.
I think if a band's goal is to start locally they should play a show every 3 months (no matter how crappy) and literally PLASTER everything with their posters and flyers. People need to be sick of seeing the band name. Every city has a bunch of clubs/bars that are the main hangouts for everyone who listens to a certain music. If their toilets aren't completely full of stickers from that local band then they are doing their promotion wrong. After a year or two people will just assume the band is good because it is still there.
Possibly. I know myself though that if I see a sticker in a toilet, I wont even look at it. I've never discovered a band in a toilet.
Flyering venues is a good way to spread your band though. We've had some promoters get in touch after we've done that.
That's another rule in the music biz: you'll get more successful with time because 99% of the other bands fall by the wayside. And if people see you back in the mags/gigs/etc. year after year they assume you are "good".
Time does help for certain. I think we're coming up to our 5th year now. As I say, the last 8 months have basically been a complete wipe-out due to band members leaving.