3 hours and 45 minutes. That was the amount of time Bruce Springsteen and the E Street Band played at Key Arena on Thursday night. What can a musician teach a business person in 4 hours? Here are some simple lessons of which I was reminded.
1) Treat your customer right
How do you get you most ardent fans, all who have seen you play multiple times, to spend hundreds of dollars to see you again? Deliver them something so over the top, that they can’t say no to you. Do something unheard of – like playing “The River” from front to back for 2 hours, and then delivering another hour and 45 minutes of your hits. No intermissions, no fake encores, just turn on the lights and start playing.
2) Deliver consistent product
Once Springsteen hit his groove, he continued to deliver what his audience wanted. Sure, he dabbled here and there with some things like Tunnel of Love, but for the most part he has kept driving updated versions of what his customers were clamoring for. And when he wasn’t producing new material, he was on the road reminding his customers why they loved him.
3) Work with a strong team
Look at the folks he works with, and those who have passed. Solid musicians who do things better than he can. You don’t see him doing a vanity song on the piano or sax to show us he can play any instrument. He has the E Street Band, who are a key part of his storyline, and critical to the customer’s overall experience. Oh – and don’t be afraid to bring on someone like Eddie Vedder for a freelance consultant role.
4) Let your team discover their own creative outlets
I bet there are fans of Silvio Dante who has no idea he was the lead guitarist for Bruce Springsteen (while even fewer Lilyhammer fans had a clue.) And plenty of Conan O’Brien lovers didn’t know who Max Weinberg was hanging out with on weekends. These were creative outlets where the guys in the shadows could get some spotlight and be known for being more than, “That guy who plays in Bruce’s band.”
5) Work harder than everyone else
Did I mention 3 HOURS AND 45 MINUTES. Without a break. With stage diving. At 66 years old. You don’t just do that. You train for it. You eat right, train better, and have the will to get it done. You practice so that you know exactly how to be the most efficient with your effort. You plan so that you know how to give everyone a couple of minutes here and there to get some water (or whatever they need) to stay on top of their game. This isn’t stumbling onto a stage at Bumbershoot and goofing around for 45 minutes. Any half-ass band or company can fake it for a little while. But that’s why he’s been selling out stadiums for 30 years.
6) And of course, it’s good to be The Boss.