You have asked the single most important question a musician can ask.
We're all trying to find that answer. There was a time, just a few decades ago, when live music was widespread, clubs were packed, and bands got great money for their work. It had been like that since the twenties, here in the states. Even during the Great Depression, musicians were doing better than your average joes, & the clubs went underground during prohibition & STILL everyone made money & audiences had good times.
In the live venue's heyday, what was different than what we have now?
Bands dressed up, for one thing. They took the art of entertaining seriously. They did floor shows, with special skits or comedians or magicians used to break up the monotony of simple music.
I think that, today, musicians are apt to be an exclusive bunch. "Let the music speak for itself" is their motto, & it fails, continually, to entertain ppl. Let's face it. You can get good music ANYWHERE - in your car, at work, on your phone, in stores, it's everywhere! Who's gonna give a damn if you have great music live, if they can get it o/l?
Give your audiences something EXTRA. ENTERTAIN THEM, & they'll come. Sure, there's a new fad that comes along once in awhile that draws ppl - the grunge or new version of metal or whatever. But if you want ppl to go out of their way to see your act, or to continually come to your venue, you need to offer them MORE than just music. Give them a show. Mix it up. Do things differently. Make it fun with a capital EFF!!!!
Otherwise, imho, you may as well sit there in your studio & upload your sh*t o/l & try to sell it, cuz only your best friends will come to see your boring-assed act, & THEY'll only come for awhile before they get bored, too.
Live music is work, & it's much more involved than simply providing great music - it requires the entertaining of the ppl. Just frikken do it!
(Now, if only I could find others of like mind to prove my f*cking point!)