Sometimes talent is not quite enough. Take Andy Turner, the DJ, producer and songwriter who trades under the name Aim.
He is responsible for two of the finest hip-hop/chill-out albums of the past ten years in Cold Water Music and Hinterland, and yet here he was playing to just a handful of devoted fans.
OK, it was a Sunday night but compare and contrast the turnout with the one for the infinitely less interesting Groove Armada, who had packed out the Brighton Centre the previous night.
The moral? Start plugging M&S meals in annoying ads if you want your music heard, I suppose.
Yet Aim's show - his second at the Concorde in a year - was an absolute artistic triumph.
Few DJ acts successfully make the transition to the live arena but Turner had judged perfectly how to recreate his work on stage, while retaining the tight but loose feel of a jazz gig.
The excellent nine-piece band, including sax, trumpet and Turner himself on guitar and keyboards, provided a thrilling, seamless mix of hip-hop and down-tempo beats.
New singer Niko is such a good find you didn't miss Kate Rogers, the undoubted star of those first two albums.
If there was a slight disappointment it was that the set focused on recent album Flight 602 at the expense of Water and Hinterland.
The crowd felt it too, reserving the biggest cheers of the night for the encore, Cold Water Music's title track. Now, Andy, how do you feel about flogging microwave meals?
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