Last Saturday, for the first time in a long while, I was back out flyering, proper boots-on-the-ground promo. It’s something I used to do all the time, but as the industry shifted, so did I. These days, social media does a lot of the heavy lifting when it comes to promoting club nights, but there’s something about actually being out there, in the thick of it, talking to people face-to-face that you just can’t replicate with an Instagram ad.
And honestly? It felt good.
A City with a Buzz
It was payday weekend, which meant the town was alive. Cambridge might not be the biggest nightlife city, but when there’s a reason to celebrate, people do come out. The energy was there, and you could feel it.
What made it even better was seeing other promoters out there too–hustling, putting in the work, making sure people knew what was happening that night. It was a bit of a reminder that, for all the changes in the industry, some things still come down to good, old-fashioned graft.
The Role of Street Promo in a Digital World
There’s no denying that social media has completely changed how clubs market themselves. In a lot of ways, NLC has been at the forefront of that shift by pushing nightlife brands to be more engaging, visual, and interactive online. But even with all of that, street promo still has its place.
The reality is, people scroll past ads every day. Social media is crowded. Algorithms change. But when you stop someone in the street, hand them a flyer, look them in the eye and actually tell them why they should check out your night? That’s different. That makes an impact.
Even if that flyer ends up crumpled in a pocket, the conversation stays with them. Maybe they don’t go that night, but the name sticks. Next time they see the event pop up online, they recognise it. That’s the kind of connection you can’t automate.
Hard Work Still Wins
Saturday was a reminder that the best nights don’t just happen—they’re built. They’re built by the promoters putting in the hours, by the DJs setting the vibe, by the bar staff keeping the drinks flowing, by the security keeping everyone safe.
Would I want to be out flyering every weekend? Probably not. But will I do it again? Absolutely. Because at the end of the day, the nights that succeed are the ones that have people behind them who actually care.
And that’s never going to change.
