1 April 2015
Researchers: Jemma C. Lennox* and Alasdair J. M. Forsyth
Institute for Society & Social Justice Research, Glasgow Caledonian University
*now at the Department of Psychology, University of Bath
Key findings
- Most study participants felt that without licensed venues it would be hard to get gigs and that many venues would cease trading if they could not offer live entertainment.
- Interviewees felt the co-existence of live entertainment and alcohol consumption was for good reason, with each enhancing the pleasurable mood alteration produced by the other.
- Live entertainment is used by venues to attract specific clienteles, increase attendance, raise drinking rates and promote spending on expensive beverages.
- Rather than overt marketing (e.g. advertising, pricing, sponsorship etc.), entertainers more often influenced purchasing behaviours through breaks and intermissions, selected beats and tempos, and leading by example to create a party atmosphere.
- Work as an entertainer in licensed premises, often several nights per week, can be a risky business, financially, artistically, in terms of personal safety, and in terms of own alcohol consumption.
- Some interviewees felt unprepared for dealing with drunken audiences and the various financial arrangements which nightlife entertainers faced. Training better tailored to the practical needs of live entertainers could benefit them and help foster safer bars.
