house concerts and 21st century touring

It’s amazing to me how some artists are so reluctant to host a house concert. Some of my best experiences come have come from it, and I consistently hear great stories from artists who reach outside of themselves to help other artists. Consequently, they are often surprised at how richly (though not necessarily financially) they are rewarded for their efforts.

Our host of the month is James Casto, a fabulous singer-songwriter who’s story will inspire someone to get going this month. Let me know if that person is you.

1. How did your house concerts come about?

[Casto] Desperation I needed a gig so I stopped by a local landscape nursery near my home that’s located on 6 acres. It’s a beautiful place with a big barn and lots of room. I thought it would be a cool place to perform. I walked in and told them a little about myself and mentioned the idea of hosting a songwriters show. They loved the idea. But instead of one show they said, “Why not do several?”

Well, that was the birth of our concerts. We did 15 at that location alone in 2007 and ended up producing about 30 total shows around the area in 2007. The added benefit was that I didn’t have to travel. I could do what I love with people I admired and never leave my neighborhood! Since then, we’ve expanded to another location and even started taking the shows to private farms in the area.

2. What’s been the key(s) to building and maintaining your audience?

[Casto] Several things: 1. Consistently bring in outstanding talent. I didn’t just want good songwriters, I wanted good songwriters that were also excellent performers. 2. Provide the audience and the performers with a unique experience.

Our shows are held outdoors in rural settings. I want people to say “wow” when they come to a show. We’re surrounded by beautiful landscape which lends itself to a full sensory experience. For the performers, I want to treat them like I want to be treated, i.e. pay them as much as possible, provide them with everything they need. I try to treat the performers and the audience as if they are the most important people in the world. Because they are, if I want to be successful.

3. Please share one of your favorite house concert moments so far…

[Casto] I would have to say it just happened on July 5th. We were playing on a farm and our backdrop has about a 10 view. I was joined by two successful Nashville songwriters. It was about 9:30pm and we were on our last round of songs. As soon as we started the last round, fireworks began exploding in the sky about 5 miles away. People stood up and actually started singing with us. We were doing a round of patriotic songs to celebrate the holiday. As the last performer hit their last note, the fireworks stopped. It was if we had arranged the whole thing. It was unbelievable and led to about a 3 minute standing ovation. Very powerful moment.

4. A little of your personal history would also be great…

[Casto] I was a drummer for most of my life and played in bands until I decided I was destined for poverty if I didn’t get an education. I finished up my undergrad degree, worked a job for a while and then got my MBA. I then had a successful corporate career, but was miserable. I loved writing songs and desperately wanted to pursue it more aggressively. So, in 2002 I left my corporate life and pursued some entrepreneurial projects which allowed me to dive into the songwriting scene in Atlanta and Nashville. It’s been difficult but great if you know what I mean.

5. As an artist, how has hosting benefited you?

[Casto] The greatest networking tool I’ve ever used has been hosting concerts. I’ve brought in hit songwriters that now want to write with me. One hit writer that is also a session vocalist in Nashville heard that I was recording a project and asked if he could do bgvs (”background vocals” for those of you outside of Nashville) for me. He offered to do it for free because he had such a great time at our concert. I’ve also gotten more gigs; both from people in the local community who attend the shows and from visiting performers. My professional circle has expanded greatly as a result of hosting concerts.

6. As an artist, you have a unique perspective and approach to mixing in modern, sometimes subtle Christian themes in your music. Do you see house concerts as a budding opportunity for Christian acts - especially those who are looking for new venues, but can’t stomach the idea of playing bars and nightclubs?

[Casto] Absolutely. I’m pretty sure house concerts are tremendously under-utilized by Christian musicians, but they need to understand that it might be the perfect audience for them. House concerts allow musicians to connect at a much intimate level than any other venue, including church. House concerts should be one of the top level pursuits for Christian musicians - and if they are already part of a church they have a huge advantage in getting booked. Just let the congregation know what you’re doing.

Listen to James here... and book him for a house concert.