Artists strategize TV appearances

Many of us forget about the musical guests on late-night talk shows. There is, of course, the omnipresent house band that provides a soundtrack for the show, but every program needs a good guest performance to cap things off.

How each late-night show handles their guests, though, is worth discussing.

Statistically speaking, musical guest performances on late-night television are the least viewed elements of the show.

Most people tune in at some point during the host’s monologue and stay through the first big-name guest. From there, the viewing numbers gradually decline throughout the rest of the hour long program.

Even with reduced viewership at the end of the program, however, artists can still expect to perform for an audience of more than one million viewers (Jay Leno’s The Tonight Show and David Letterman’s The Late Show average the highest numbers each night with about 3.5 million and 3.1 million total viewers, respectively, according to Nielsen ratings).

Naturally, performing on a late-night show is a highly sought-after opportunity. But strategy must also be considered when planning guest performances.

Artists often have a specific target program in mind when trying to maximize their time in the national spotlight. An indie-rock or metal band, for example, probably does not want to perform on Jay Leno’s The Tonight Show, since its demographic skews toward older crowds.

Smaller, more modern bands tend to thrive, however, on programs like Late Night with Jimmy Fallon and Jimmy Kimmel Live! that have target demographics in the 18-to 34-year-old range.

The easiest way to understand the differences between each show is to take a look at who handles the booking and what process he or she follows.

Barbera Libis handles artist bookings for The Tonight Show, and the guests she books tend to be tamer, as they need to appeal to the show’s general audience. The Tonight Show prides itself on being watchable, without ruffling many feathers. Acts like Eric Clapton, although not necessarily the norm, are to be expected.

Meanwhile, Sheryl Zilikson handles the music reins for Leno’s main competitor, the Late Show with David Letterman. These acts tend to be a little more potent so as to complement the host’s fiery personality — think of acts like Janelle Monáe or Foo Fighters here.

Viewers can find the most variety, though, when hosts like Jimmy Kimmel and Jimmy Fallon take the stage in later timeslots. As these shows skew toward younger audiences, the selections tend to be a bit more obscure and fresh, which can lead to new music discoveries.

For example, the musical guests on Late Night with Jimmy Fallon frequently  match the off-kilter, unexpected flavor of the show. House band The Roots provides a hip-hop/soul element each night, but the range of acts that share the stage with them is usually quite eclectic and unpredictable. For this reason, music booker Jonathan Cohen has the freedom to book artists that range from rockers My Chemical Romance to controversial rap collective Odd Future — and even the iconic Bruce Springsteen.

Matching the hipness of Late Night, Scott Igoe of Jimmy Kimmel Live! does perhaps the best job of striking a balance between well-known acts and smaller performers making their national debuts. His greatest weapon is that Jimmy Kimmel’s show offers three different stages for artists to perform on.

Kimmel’s set includes a small stage in the studio next to the host’s desk, a slightly larger stage for moderately popular acts in the studio’s vestibule and a large outdoor stage off Hollywood Boulevard, on which superstar artists, such as Lady Gaga, perform.

The range of Kimmel’s venues allows the show to book smaller acts like Matt & Kim on the side stages and mainstream artists on the outdoor stage. The show is also not afraid to book more adventurous artists, such as metal band Rammstein, whose performance featured a shower of pyrotechnics and guttural screaming.

Capping off the list of talent directors is Conan’s Jim Pitt. Conan O’Brien prided himself on the musical aspect of his show while he hosted on NBC, and this emphasis did  not change after his network switch to TBS.

The show frequently draws high-profile artists like Green Day but also focuses on booking bands that are on the verge of breaking out. The timeliness of performances frequently coincides with new releases, and Pitt seems to have his finger nicely placed on the pulse of the music scene — which is probably why he lands breakout acts like Grace Potter and the Nocturnals, just as the band is starting to gain national merit.

In the same way each host appeals to different viewers, the musical bookings play to specific tastes. If you are looking to discover something new, tune in to Jimmy Kimmel. If you are looking for the next rising star, flip to Conan O’Brien. If you are trying to keep up with what’s popular, look to Jimmy Fallon. And, if you are only passively intrigued by musical guests, stick with Jay Leno and David Letterman, as they are bound to book someone with mainstream appeal.

Nick Mindicino is a sophomore majoring in print and digital journalism. His column “Industry Ballads” runs Fridays.