5 Secrets I Learned About Human Behavior Promoting Nightclubs for 10 Years
A little alcohol in someone’s system will quickly reveal who they really are…
For 10 years, I’ve promoted nightclubs, concerts, and music festivals.
This led to many interesting interactions with customers.
People’s true personalities are revealed with a little alcohol in their system.
Egos come out strong (especially in front of their friends) and they’ll do whatever it takes to have fun or flex on you, depending on who they are, and who you are.
Think about a time you went out with your friends. You likely had a bunch of funny stories and interactions with weird people.
Now, think about how many of those stories and interactions you have when you work multiple times a week in that environment.
See what I’m getting at?
You quickly learn a lot of secrets about human behaviour in nightclubs.
1. People will use you for their own gain
One of the main reasons people talk to club promoters is so they want to get into a party.
That might mean skipping the line, but it also means trying to get tickets to an already sold-out event.
It’s incredible how desperate people become when they feel like they are missing out on a good time.
It’s even more incredible how desperate people become when they realize that not being there, or waiting in line for 5 minutes, may affect their “image”,
Egos are a funny and fragile thing.
Customers will often do their best to be nice when it is necessary. They will temporarily pretend to be your friend so you can help them out.
The same is true outside of this environment.
Be careful of those who are using you.
2. Many people play the status game
Time and time again, customers have felt the need to tell me who they are and why they deserve to skip a line or get a discount.
“You don’t recognize me? I was the body double in a movie 10 years ago!”
Or
“I’m in business school and will make a lot of money one day, so you should let me in now.”
Whenever it is convenient, some people will try to let you know how great they are so they can get the outcome they are seeking.
Unfortunately, those who play the status game are playing a losing game.
It’s best to surround yourself with those who are looking to create great relationships instead.
Avoid those who constantly feel they have something to prove.
3. Egos are a very fragile thing
Many people have a hard time being told no. It offends them that the tickets are sold out, or that they have to wait 3 more minutes to get in.
“Do you know how much money I spend?”
And
“I’m going to get you fired if you don’t let me in right now!”
Promoting parties requires a surprising amount of customer service skills because you need to be able to tell people no, even when it shatters their egos.
In the nightlife scene, that is when people are trying to meet girls (or guys), they are trying to showcase their new watch or how much money they have, and they want to feel important.
Egos are fragile.
While you have to learn to stand your ground and tell people no, you also have to learn to let people down and do your best to avoid hurting this ego.
Learning to manage egos is a valuable skill.
“Man you know I love you and that I know you’re awesome, but I just need to wait for there to be room in the hallway to let you in.”
(This is what you need to tell the AHL player who will play 1 NHL game in his life, but pretends that he is the leading scorer)
4. Lying is often a default response
People lie, a lot. They especially lie a lot when their egos are hurt, or when they want to look special in front of others.
It’s ridiculous how often I’ve had people tell me they should be allowed to skip the line at the club because they are friends with a staff member, or a performer, or that they know me (yes, to my face they said “I know Nik so I should be allowed in”).
Clearly, they don’t know Nik…
Promoting clubs will help you read people a lot better because you are so often lied to.
This is actually great because it is a lot more obvious in the nightlife industry. Once you start to pick up on it at the club, you notice it in your regular life too.
If reality is not what someone wants it to be, lying is typically their default response.
Use your best judgment.
5. Compliments go a long way
Everyone loves feeling good about themselves, especially when they spend hours getting ready, or even weeks.
At the club, someone might celebrate their bachelorette party or just a night out. This might be the first time out in months and they’ve been trying to pick their outfit for half the year.
Giving someone a simple compliment will make you memorable, and make their night better.
On numerous occasions, I’ve complemented someone, and then the next time they came out (months later), I heard them saying, “That’s the guy who told me my dress was nice last time”.
People love being complimented and it doesn’t have to be creepy. Make it genuine.
Closing remarks
If you pay attention, everywhere you go there are lessons about human behavior.
The nightlife industry is a little different though because it is where you see people giving it their all and where people let loose.
People come out dressed the best they can, with their make-up all done up, teeth whitened, and chests flexed. They’re in a good mood, probably drunk, and ready to have fun and take risks.
Nightlife is a great place to learn about people.
I’ve been blessed enough to have had the opportunity to work in nightlife for 10 years, but no job has taught me more about people than promoting clubs.
Thanks for reading
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