The Problem with Saying Support Local Music – An Xperience Column

The Problem with Saying Support Local Music – An Xperience Column – by Jason Irwin.

There’s a sign I’ve seen in a lot of rooms over the years. Sometimes it’s taped crookedly behind the bar, or printed on a flyer near the door. You’ve seen the graphic online. It usually says the same thing: “Support local music.” I got reminded of what that really means recently. I was playing a solo acoustic show at Sammy Cohen’s in Schaghticoke — a great restaurant and bar, and a strong supporter of the music scene. The place was busy, not many people I knew, but the crowd was receptive. Then — in came my “people.” Local musician Alex Riddell rolled in despite his packed schedule. A couple of minutes later, my friend Bryan, aka Kuntry Strong from BoonDock Kingz, showed up; he’s been in the studio recording like a madman lately. These guys are working artists, yet they found time to show some love to a fellow musician — totally unexpected, totally awesome. I regretfully missed my stepdaughter’s winter chorus concert to play that show. And although I want to return the favor and attend Alex’s next performance, it conflicts with my other stepdaughter’s basketball game that night. It’s tough. I hope he understands.

The next night, I was at Falcons Brewhouse in Hudson Falls — another great venue. The show was going pretty well, with attendees coming and going. Then my friends Sandy and Mike came in. They come to a lot of my shows, and seeing them lifted my spirits — a morale boost, like “backup” in a way. They sat by the fireplace, had dinner and drinks, and enjoyed the music. Later, with about 20 minutes left, another favorite couple — Laura and Jim — showed up after attending another event. They didn’t have to do that. Even a few minutes, a drink, and some nachos make a huge difference. These moments matter. I can’t thank them enough.

I’ve said the phrase “support local music” countless times. I’ve shared it online, printed it on things, and added it to posts. For a long time, I didn’t ask what I actually meant. Going to shows? Spending money? Posting online? Or just being on the right side of the conversation? The problem isn’t the idea. It’s that the phrase has become a slogan instead of an action — a catch-all that lets us feel like we’ve done our part without being specific about what that part is. Liking music is easy. Support is harder. Real support usually costs something: time, money, comfort. Sometimes all three. It means leaving the house when it would be easier not to. Standing in a half-full room and wondering if more people will show up. Paying a cover even if you only catch part of the set. None of that fits neatly on a sign.

The first thing people say is that they’re busy — and they’re right. Jobs, families, second jobs, early mornings — life fills up fast. Not everyone has the energy to stand in a dark room on a Tuesday night. That’s real. Support doesn’t have to mean being everywhere. No one is keeping score. Sometimes it’s picking one night instead of five. Sometimes it’s showing up early and leaving early. Sometimes it’s just being there long enough for a band (or the venue staff) to see someone in the crowd.

Money is another reason people hesitate. Covers add up. Drinks are expensive. Gas isn’t free. The idea that supporting music means constantly spending money you don’t have is unrealistic — and unfair. But support doesn’t always mean spending more. Paying the cover, enjoying a drink or two to support the venue, and finding small ways to show the band you’re there — buying a shirt, leaving a tip, or just being present — all make a difference. If you’re on a tight budget, be economical. Ten dollars every once in a while can do more than endless encouragement that never leaves the house.

Musicians often have the hardest time showing up. On top of other pressures, they have gigs, rehearsals, studio work, and obligations. On a rare night off, they might need a break, time with family, or have other work to do. The people most invested in the scene are often the least able to participate — ironic, but human. The irony continues here, as some venues tend to book only musicians who frequent their establishment, which isn’t always possible if you’re playing a lot yourself. That should show that you’re in demand, but I get it. Every place and person is different. You do what you can.

A lot of people debate whether to spend time and money on national acts or local ones. Big shows are fun. These are our favorite artists. There’s nothing wrong with that. But every national act was a local act once, playing to small rooms, hoping someone would show up. Scenes don’t magically produce talent — they grow it slowly, with imperfect nights and small crowds. Supporting local music doesn’t mean skipping big shows — it means remembering where artists started. Someday, the guy you yelled “Free Bird” at while he was playing at a local pizza joint could be performing at the Super Bowl halftime show. That would be a fun story to tell your buddies.

Online support is great. Shares, comments, messages — they all help. But bands can’t load gear into a comment section, and venues can’t keep the lights on with likes. At some point, support has to move from the screen into the room. A show doesn’t have to be packed to matter. Five people or fifty — it all matters.

None of this is about guilt. No one owes the local music scene their time or money. I’ve skipped shows or posted instead of participating. I have a full gig schedule, often a bittersweet situation. This isn’t a lecture — it’s me admitting I’m part of the same mess. Hopefully, writing about the scene in newspapers and playing local music on the radio counts as support, even if I miss some shows. And I know that sometimes people just aren’t in a position to go out — money, transportation, health, or countless other reasons. Even if you can’t be there in person, please continue to show any love you can. It’s always appreciated.

Supporting local music isn’t about perfection or proving devotion. It’s about small, human choices, made when you can. Not every night. Not every show. Just often enough to keep things moving. The phrase “support local music” isn’t a bad phrase at all. It’s an awesome one. Maybe what it stands for just needs a little more follow-through.

More from Jason Irwin…