How To: Make Your Event Stand Out On Facebook

Musicians have traditionally always been really bad at admin. We’re happy enough to write songs, but when it comes to marketing them, we tend to fall short. It’s time to learn the basics of how to Make Your Event Stand Out On Facebook.

Today we are going to look at what professionals do when using digital marketing, how you can apply that to the music industry, and what steps you should be taking to build your online presence.

We will cover:

Why you should create a Facebook Page
The Importance of Data-Driven advertising
Going Viral in the Modern Day

All of this will show you How To: Make Your Event Stand Out On Facebook

Your Event and Digital Marketing

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Digital Marketing is a vast field, so for today we’re only going to discuss the importance of Social Media, and look more specifically at Facebook.

Facebook is the king of all digital marketing realms.

Why?

Because Facebook has 2 Billion subscribers, with over 1 Billion of those users checking Facebook every day. There is no bigger potential for an audience anywhere in the world.

But, that makes Facebook a double edged sword. Facebook doesn’t show all of your posts to the people who like your page. In fact, Facebook will only show your post to about 2% of your fans.

Now, the cynics amongst us may think that Facebook is only doing this because they want more people to spend money on paid advertising.

And yes, Facebook does want money – almost all corporations do – but, the love of money is not the only reason why Facebook limits what it shows your audience. This is why you need to Make Your Event Stand Out On Facebook

With the amount of active daily users Facebook has and the sheer volume of pages out there, if Facebook didn’t control what it showed you, your news feed would have about 1500 new stories every time you logged in. That’s opposed to the roughly 300 you see now.

Imagine having 5 times more stories every time you logged into Facebook. It would be a nightmare!

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EdgeRank

So in order for Facebook to ensure that people are seeing only the content most relevant to them, Facebook ranks content. This content rating is called the EdgeRank.

There are over 100 000 small things that determine a post’s EdgeRank. The higher a post’s EdgeRank is, the more likely it is to be seen.

Should you have a Facebook Page?

“My Brother told me that I don’t need a Facebook page. I can just create an event from my personal profile and set it to public”

He’s not wrong – but he couldn’t be more wrong at the same time.

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Creating an event on Facebook can serve one of two purposes:

1) Inviting mates to a birthday party
2) Data Generation

If you’re just inviting some guys round for a braai, then you can just set up an event from your personal page. But, if you want to take your music seriously, you need to setup a Facebook business page.

So, what are the main benefits of setting up a business page before you create your event?

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First off – Free Data on your Fans

Digital is all about data. Facebook has more information on you than just about any other platform in the world. Facebook knows what you look like, how you identify sexually, who you’re dating and what you like and dislike.

And Facebook doesn’t even really ask us for this information, we freely volunteer it.

Also, thanks to something called Facebook Pixel, Facebook can even tell what websites you’ve visited, and whether or not you bought something from that site.

That means that when we run a Facebook business page, we can see the profile of who our audience is. We can tell where they’re from, what language they speak if they’re men or women and how old they are.

All of this is available to us for free.

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That free data can then be used for Data-Driven Advertising

Facebook is not free. Not really. Either we’re literally giving Facebook money, or we’re helping Facebook make money just by seeing their adverts. As I mentioned before, Facebook is only showing our unpaid content to about 2% of our page following. This is called our Organic Reach. The more you Make Your Event Stand Out On Facebook, the better your organic reach will be.

To ensure the best organic reach, your post must include a good quality photo, be well written, offer your audience value and be engaging. All of this will help Make Your Event Stand Out On Facebook.

We can also improve our overall reach by paying for it. This is called boosting a post.

Paying for advertising is nothing new to the music industry though. I’ll discuss this in more detail later on, but as a brief summary things like printing posters and flyers have always been part of running a band.

Most marketers will tell you that the time of organic reach is dead. If you want to grow your online presence, you’re going to need to pay for it.

This is where that data comes in handy. By seeing who is reacting to your content, you can set-up ads on Facebook that target specific groups of people.

So if 70% of your audience are women aged 24-35 living in Cape Town, you can pay Facebook to show your event to people in the same categories. This will give your ads sniper precision.

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Paying for advertising is nothing new in music.

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About 10 years ago Social Media wasn’t as important as it is now. The main way bands would advertise a gig was by printing posters and flyers.

Printing flyers and posters isn’t a cheap exercise. Sure, you could print low quality black and white flyers, but they will probably be ignored. Everyone from the local sangoma to the panel beater up the road and huge corporations still uses flyer marketing. If you put a cheap flyer somewhere, why would anyone look at it?

To set up a Facebook page is free and so easy to do that even our grandparents could do it. But, as I’ve mentioned, if you want to take your marketing seriously, it won’t be free.

If however, you used the same money you would spend on flyers and used that for some paid for ads, you would get a better return on your investment. So unlike traditional marketing channels, you won’t need to spend thousands of rand just to hopefully be seen.

One of the things we look at is Quality of our Reach

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Instead of 1 out every 100 people who see your flyer possibly being interested, by using Facebook targeting you can limit your ad to people who have shown to be the most likely to care.

With Flyers, you are not guaranteed any kind of quality with the reach you will get. Let’s say that your band is playing at the Mercury in Town. So you guys head to the Mercury and put flyers on the cars of everyone parked in front of the venue and the surrounding roads.

How many of those people would actually see your flyer and decide to go to your show? With flyering you are taking a shotgun spray and pray approach: You’re shooting at everything and hoping to hit something.

Digital Marketing will give you a higher quality of reach than through traditional methods. You can setup an ad on Facebook and have it target very specific groups of people. So not only can you Make Your Event Stand Out On Facebook, you make it stand out to the people who want to see it most.

So, if you’re inspired by the Insane Clown Posse, play in a technical Djent Neo Classical Grind Core metal band with Taylor Swift inspired lyrics, you can tell Facebook to only show your advert to people with similar tastes to what you are offering.

This means that more people who are likely to show up to your show will see your ad. This means a much higher bang for your buck.

It’s not always easy interpreting the data and making gut calls, but with practice, you can get better. It’s also worth remembering that nothing is guaranteed. All we’re looking for is the highest probability of success.

Another Huge advantage of using Facebook marketing is your level of flexibility.

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Once your poster is printed and placed, or your flyers are distributed – that’s it. You’re just about done. With traditional methods, whether we’re using print ads, flyers, posters and so, once we’ve distributed the material there is no changing it.

We could do a second run and edit the materials for a second run, but that makes the campaign more expensive.

Let’s for argument say that you’re advertising a festival or a gig, and one of your supporting bands drops out. It becomes very difficult to get that message out there.

Digital Channels will allow you to edit your promotions as you go. You can setup a single event page and keep updating it. You can instantly look at your reach and your engagement and edit elements on the fly.

This means that you always ensure that your audience has the most up-to-date information available.

So, by now you should be sold on why you need a Facebook page for your music. Let’s look at the practical steps you need to take in order to successfully market your event on Facebook..

1) Setup a Facebook Business Page as soon as possible. Data take a while to generate, so the longer your page is running, the better your data will be.

2) Create your event on Facebook. If you cannot create the event, make sure that you have been listed on the event as a co-host.

3) Using the data you’ve gathered from your page, set up data-driven targeted adverts. Instead of paying printers to print flyers for you – use that budget on Facebook advertising.

4) Engage with your Audience. Always. Once you set up the event page, keep the discussion going. Post little teasers of what people can expect, drop in some high res images, ask questions to engage with people who have clicked on attending.

The more people interact with the event, the higher the events EdgeRank will be. The higher the EdgeRank, the more people will see it, and so the cycle goes.

Run competitions to give away a t-shirt, free cap, bar tab or tickets to a show. Ask people to like and share a post in the event to be entered into the draw. This will increase how many people see the post organically.

Boost the same post with a little bit of money so that even more people see the event, and enter the competition.

In rare cases, this process can repeat again and again until eventually, your post goes viral.

Viral is dead. Long Live Viral. 

Who here has not seen a viral video? Justin Beiber and Psy are both huge YouTube success stories. And even if you don’t like their music, you’ve at least heard of them. And at the end of the day, that’s what marketing is really all about. Playing that one epic solo, or composing that one song that goes viral and gets your name out there – that’s the dream right?

You upload a video to YouTube, go to bed, and wake up the next morning as a superstar. Right! Unfortunately that seldom ever happens organically anymore. Nowadays people plan everything from what time and on what day to launch their content, what social channels they’re going to share the content to, and even test out different titles to find the ones the resonate best with their audience.

Have you heard of Tim Ferris? Well, with his book “The 4-Hour Work Week“, Tim had 6 different titles for the book. He ran 65 adverts using the 6 different names and named his book after the title that got the most hits.

So, can your content still go viral? Yes. Yes, it can. But it won’t be by accident. It will take careful planning and a mastery of a few different social media platforms. The good news is that the work itself is easy. The bad news is that is slow to set up an online presence, and requires a lot of constant work. [Here] are a few more tips on getting your content to go viral.

Facebook is only one of the platforms you will need to master if you want your content to go viral.

So, it’s not a matter of choosing whether you’re going to do paid advertising or focusing on organically growing your EdgeRank, you must do both. Not one or the other.

By following these simple steps, you greatly increase the odds of your event being a success.

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For some people, music is all about technical mastery and learning songs written by various composers. But most musicians want to perfect the instrument in a way that allows them to express themselves through song.

There is a misconception among many people that unless you’re a natural-born songwriter, you’ll never really be any good at it. This is, of course, simply not true.

If you want to be a songwriter, you only need to do two things.

1) Learn the fundamentals of music theory and the rules of writing songs.
2) Practice. Remember that the first few hundred songs you write won’t be “the best” songs ever, but that’s why you need to keep working on it.

We can’t help you much with the second point, but if you want to learn the fundamentals of songwriting, then you should consider enrolling in the Cape Town School of Songwriting.

For more information, please contact Elaine Ridgway (082 7773133) or email clive@songwriters.co.za

Offering lessons in:
Vocal, Guitar, Piano, Drums, Bass Guitar, Violin, Cello, Saxophone, Oboe, Clarient, & Flute, and with lessons available in Bryanston, Fourways, Centurion and Kemptopn Park, the Global House of Music is your one stop music lesson option in the Joberg area. They even offer home lessons. Check out there website to make a booking or call them directly on: 083 959 3782

Music is about way more than solo acts. School of Rock Claremont is as focused on community, teamwork, and friendships as it is on inspiring awesome music. Through our performance-based approach, we foster an inclusive community of rockers in Claremont to build a unique type of confidence only gained through cool, real life experiences. Whether we’re in serious shredding-mode or just jamming along with the band, our team spurs the growth of real, practical skills for music-minded students.

At School of Rock Claremont, we believe everyone deserves to have fun and feel like a rock star. Visit us and get a feel for the awesome opportunities your child has waiting just around the corner.

The Athlone Academy of Music (AAM) is a non-profit organisation established in 1994 with the sole aim of providing music tuition within the Athlone area. This initiative has now expanded and has grown to include the greater Athlone community residing along the Klipfontein corridor including Langa, Gugulethu, Khayelitsha, Mitchells Plain, Retreat, Steenberg, Atlantis and Malmesbury to name but a few. The communities in and around Athlone have tried but there has not always been a cohesive attempt to make sure that music education is not lost to our children. Music tuition has shown to help with discipline, motivation and a sense of belonging. Three basic values that children from the poorer disadvantaged communities need plenty of. We all know that these communities suffer under the scourge of substance abuse, disease, abuse against women and children and a general decay of the social fibre in society. This social decay is largely a result of unemployment, poverty and idleness. We at the Academy feel obliged to create opportunities for children in the communities we serve to be active in music education and in so doing, eradicate some of the social pathologies we are faced with on a daily basis.

Rockschool is the leading accredited provider of rock & pop exams worldwide. We offer Graded Music Exams in the principal rock instruments and Diplomas in Teaching and Performance. Rockschool produces and examines unique music qualifications that are taught by independent teachers in schools, colleges and music centres all over the world. Rockschool music qualifications are practical, flexible and fun and are open to musicians of all ages and abilities.

The Gryphon Music Academy is a guitar school based in Plumstead, Cape Town. We offer guitar lessons, bass lessons, song writing courses and music theory courses Our Motto is “Turning players into musicians”. At the Gryphon Music Academy we believe in teaching players of all levels to not just play the instrument, but to think about the entire scope of the instrument in the context of music. Besides learning the practical side of playing, you will also learn music theory, song writing and instrument maintenance.

Do you have a desire to play the drums or improve your guitar skills or another band instrument? If so, then M&M is the perfect part-time Music Academy for you. We have students that attend the academy from the Parklands, Table View, West Beach, Melkbos and Milnerton area. We offer musical training in all the popular band instruments from beginner to advanced. Why don’t you visit the “Instrument” tab to learn more about our drum, guitar, bass, piano/keyboard or vocal courses. We also offer a full digital recording studio operating on Cubase, Presonus, Rode and Alesis equipment, should you wish to lay some music tracks or follow your personal development at M&M.

Beau Soleil offers tuition on all the instruments of the orchestra, namely flute, oboe, clarinet, saxophone, bassoon, violin, viola, cello, double bass, trumpet, trombone, French horn, euphonium, tuba and percussion. An Open Evening is held once a year, during which most of the instruments are demonstrated and prospective pupils and parents have an opportunity to learn more about Beau Soleil. A number of these instruments are available for hire for a limited period.

SoundHouse is a music educational vision. Designed not only to educate microcosmically but to facilitate the teaching of musical concepts through music technology. A particular focus of this vision is on music experimentation, composition, learning and recording, digital media, such as picture stories, music videos and digital mash-ups.

In De Kuilen street Kuilsriver, the average passer-by may be pleasantly surprised by what is heard when passing number 15. This building houses a premier music school within the community: Cape Music Institute. The sounds of guitar, bass-guitar, drums, keyboards, saxophones, and voices fill the air, making it an educational, entertaining and fun atmosphere. The concept of Cape Music Institute was birthed during a meeting in 2005 between Camillo Lombard, Ezra Delport, and Gary Thomas and, is currently in its fourth year of existence. Each individual contributed his own vision and ideas of what the school should be and, the outcome was a combined vision of a higher education school of music, emphasized in three categories: performance, production and business. The “seed” for Cape Music Institute, however, had been “planted” in the three Founders independently.

With studios in Cape Town & Johannesburg and branches in Lagos and Dar Es Salaam, Sound & Motion Studios is a multi-purpose audio solution covering both POST PRODUCTION AND MUSIC PRODUCTION. With a team of highly skilled engineers, producers and composers in our stable, our facilities offer analogue warmth and character, guaranteed through beautiful mixing consoles and tape machines, that forms the soul of music productions, as well as the digital accuracy and recall requirements for film, tv and corporate productions.

Tunes is a rehearsal studio that acts in the interest of local music by providing affordable practice space, good quality reference rehearsal recordings, drum lessons and retailing in musical accessories including guitar strings, drumsticks and larger items that can be ordered from Paul Bothner. We recently added new items to our stock such as drum skins, cymbals, guitar and bass pedals. We also stock electric, acoustic and bass guitars.

Tunes is open for bookings seven days a week from 08h00 to 24h00. Bookings can be made by contacting Jean on 082 7704798 or by e-mail, tunesstudio@gmail.com

CCFM (Cape Community FM) is a 24-hour, non-profit, community radio station serving the people of Cape Town. We play a mix of contemporary Christian music, combined with compelling chat, views and interviews. Not to mention up-to-the-minute news, weather and traffic information. CCFM was the first community radio station and has been on the airwaves for over 18 years, starting as Radio Fish Hoek in 1993. We currently broadcast from our building in Muizenberg on 107.5 FM in the Greater Cape Town and on 96.7 FM in the Fish Hoek valley.

NueLight Productions is the brainchild and passion of Julita Kok. NueLight produces superb musical showcases bringing the very best of South African talent to the fore. Producer of showcases such as ‘Christmas with GOD TV’, Blue Rock Gospel Fest, BAHI Healing Concert and many others, NueLight is definitely making its mark on the international and local Christian Music Industry. Entrepreneur, producer, events coordinator and artist developer, Julita Kok, an accomplished vocalist herself, has made excellence a priority for NueLight, its artists and productions. Maintaining this high calibre by associating with the crème dela crème of the Christian Music Industry.

Established in 2006, The Nameless Pub has become a well known ‘watering hole”, function venue and leading live music venue in Somerset West. With big screen TV’s, DJ’s, live bands, indoor as well as outdoor venues, 2 stages, air conditioning and a fire place, we can host any party or function in any season or you can just come and enjoy.

Celebrating 16 years at the Baxter Concert Hall, the Festival will showcase a number of schools colleges and community big bands and special guest artists will be participating in the four day Festival.

The Mercury is a top class music venue in Cape Town, right up the road from the Cape Technikon and close to the city itself. Incorporating two venues playing a large mix of music, it is one of the best places in Cape Town to hear South African tunes.

This venue is actually two in one: the Live and the Lounge areas. With its own in-house sound and lighting system, the Mercury has built a superb reputation and a loyal clientele during its 10-year existence.

Located in the old historic area of District Six, also known as Zonnebloem, it hosts live music entertainment ranging in style from rock, hip-hop and pop to jazz, world music and electronica.

Mercury’s upstairs Live venue has a capacity of over 600, and has seen most of South Africa’s top acts perform on its stage. Foosball and pool tables provide a diversion in between performances. With regular specials and promotions on offer, it’s a firm favourite with live music aficionados.

The smaller, downstairs Lounge venue has capacity for approximately 150 people, and hosts DJ parties and student nights on certain evenings. Staying open till the wee hours, the lounge is also a favourite late-night dancing and chill-out spot for patrons from other clubbing venues nearby.

Owned by former band and road manager Kevin Winder, the Mercury has a solid reputation for providing the best quality sound in a convenient and well-equipped venue. This ethos extends to making sure that only the best bands, both established and up-and-coming, are invited to play, resulting in top quality music nights.

The venue has a relaxed and friendly vibe, with good security and, a rarity amongst live music venues, excellent service. Dedicated to supporting South African music, it’s one of the best live music venues in the country.

Aandklas is a Rock Bar created for people who love their music and socialising with friends in an awesome atmosphere. Aandklas is also a live music venue that hosts big South African bands and give up and coming bands the opportunity to reach bigger audiences. All and all it is just an awesome venue to come and have a couple of drinks and enjoy the Stellenbosch culture.

BULLETSCRIPT is a band with a clear message – open your eyes to the world around you, and question everything, taking nothing, and nobody, for granted.

The band consists of a full compliment of seasoned performers from the Cape Town metal scene. A band that enjoys pushing the envelope, placing great emphasis on solid song writing, stellar stage performance and a delivery so intense that your neck will be in a constant state of headbanging ecstasy.

Combining the skills of Ian Watson (Vocals), Jacques Hugo (Guitar), Oliver Saggerson (Guitar), JJ du Toit (Bass) and Kyle Curran (Drums), BULLETSCRIPT is ready to spread the word, take no prisoners and have a great time!

Follow the band on Facebook

A high energy electronicore band focused on bombastic theatrical performances, Set For The Sky have been making waves all across the local scene with electric live performances and a high quality sound. Consummate professionals, they have been gigging since 2013 and have continued to grow their name in the South African music market, with a highly acclaimed debut album, “The Machine”, released in 2015 and two video singles “Live Like You’re on Fire” and “The Secret Season”.

They have played numerous shows around the country including slots on many festivals and tours, they do not settle for mediocre, whether in their performance or their music, and will continue to provide an exceptional experience for their fans.

Follow the band on Facebook or check out their website

Follow Louise on Facebook or check out her website.

After discovering that he loved writing songs in high school and taking some guitar lessons, Jesse could sense that he was embarking on a journey to follow his dreams.

Jesse has had a career that many singer-songwriters would love. He has pursued his music with single-minded determination, and it has definitely paid off.

One of his first big miles stones on his journey was winning a national talent competition. After that there was no stopping Jesse! Not only did he get a mjor record deal, but Jesse went on to form the Jesse Jordan Band. The Jesse Jordan Band consisted of Alex Power on keys, Heindrich Schultz on guitar, JP Crouch on drums and Sheree Power on Rhythm guitar.

So far Jesse has managed to record four albums, but that’s just a start! He’s still in the prime of his career, and it would seem as though nothing is slowing him down.

Over the years he has played countless live shows; ranging from music festivals and parties to selling out venues. He has honed his skill as a performer and audiences always leave with a smile on their faces. Jesse is known to give 150% to every performance!

After years with the Jesse Jordan Band, Jesse has started a new solo journey. It’s just him, a guitar and his life experiences. He has spent the last two years writing new songs which explore the lessons he’s learned on his journey.

This new solo project is all about story-telling in the style of old-school singer-songwriters and bluesmen. It’s raw, personal and real. In his music, you will find a hint of Michael Buble meets Maroon5, but the sound is still unmistakably Jesse Jordan.

Faith Endorsement

In September 2017 Jesse Jordan was officially endorsed by Faith Guitars and Paul Bothner Music.

Faith guitars all have a rich and unique tone which perfectly matches the rawness of Jesse’s stories. It is a perfect partnership of tone and perfection.

To keep up with Jesse, go to his Facebook page or website and give him a like and a listen.

This hip, young virtuoso started playing piano at the age of four!! To his fans this would come as no surprise! Kyle is a well-schooled prodigy… He went on to study piano and voice as subjects, before leaving for Greece, as a youth, where he performed on the Olympia Countess, as it sailed around the globe!! He’s been musical director to many productions, at venues such as the Cape Town International Convention Center and Grand West Casino, amongst many others.

He’s also a producer, session musician, highly trained vocalist, multi-instrumentalist and has had lots of radio airplay. The Kyle Petersen Band features his university trained brother, session star, Darren Petersen, who’s also travelled and performed, much like Kyle.

Follow Kyle on Facebook or check out his website.

Reuben is a super drummer, with a history of achievements that read like the biography of a legend in the making! He studied at Beau Soleil’s Music Centre, completing his Trinity Grade 6 drum kit studies, with Distinction! He went on to study at the South African College of Music, at The University of Cape Town.

He performed with the Standard Bank National Schools’ Big Band, in 2007, and at Paul Bothner’s Drum Day, in 2010. He drummed for the North Sea Big Band, in 2010, and followed up by performing at the prestigious Cape Town International Jazz Festival, with Spha Mdlalose. Other notable work includes an appearance on Idols star Unathi’s album, entitled: ‘With Love’, and on Sowers of the Word’s debut album: ‘God of Wonders’. He has a background in Rock, Pop, Swing, Latin jazz, Bebop jazz, R ‘n’ B, Hip Hop and Gospel, in live performance, studio session work and educationally.

He currently performs with the Jimmy Nevis band, electro-pop quartet TheCity and SA ska band Trenton and Free Radicals.

Contact Details

To book Ruby Crowie as a session musician or simply for additional information, please email kim.muller@hotmail.com

If you like the tuneful use of light and shade like Led Zeppelin, Hendrix’s Band of Gypsies, Rage Against the Machine, Queens of the Stone Age, or any rock with that remarkable heaviness, grounded in performance and riffage, not sheer volume, you’ll love Taxi Violence.
If you’ve heard Zeppelin’s John Bonham’s beats and the multi-guitar, low-end, V8-revving tone of a guitarist whom wields an axe, not a tennis racket, you’ll need to watch Taxi Violence live. Ever felt like you’ll never get to hear those bands because ‘someone’ said there’s no market for it here? They lied! Join the throng! “Taxi Violence smashed onto the scene as a breath of fresh, raw exuberance without the need for any fancy ‘post’ this, or ‘neo’ that or cute little words like ‘alt’ or ‘indie’ necessary to define them. The result is that after seven years together, their sound is still a timeless ode to what they do best… rocking out!” – Dave Mac (Muse Magazine).
Follow the band on Facebook or check out their website.

This crew began in 2007 as an evolution of punk band HOAX. it’s now its own thing. Completely.They have been linked to a lot of things, they’ve worked with a lot of people, they’ve made a lot of friends. Words to describe their music and, experience and work ethic include “innovative” , “Earl Grey”, “guerrilla”, “disco Something”, “retro rock” and “melody” amongst others. That’s no joke.Along with a cult following that trend to turn their sentence into acronym and get the dance floor riled up, The Plastics set out to take over the world, or at least play some darn good gigs along the way.2008 saw the release of the bands first EP The Plastics followed closely by another one; Kiss The Plastics (2009). Both distributed among Cape Town’s indie elite and head bangers for free. for more information on the band click here.

 

Follow the band on Facebook or check out their website

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