Take a look at this document as an example for how pre-show educational activities can also fulfill your marketing needs. The more the community is familiar with the music of the band before they arrive, the more meaningful you have managed to make their work for the audience before the show, the more likely the audience will a) have a meaningful experience, and b) come in huge numbers!

Don’t start introducing your band’s songs a couple of weeks before the show. Start six months earlier. Make the band not just well-hyped, but make them an integral meaningful part of community activities – such that attending a live performance of theirs is the most natural thing in the world.