Joe Pettis: Up all night

Atlanta has its fair share of cheeky dive bars, sleek barbecue joints and hipster community spaces, and more than a fair share of those spots have played the part of bcomedy venueb during their lifespan. Each neighborhood is home to its own stand-up graveyard, with the only evidence of their short-lived shows living on in comediansb Instagram accounts. Itbs not often an independent showcase celebrates an anniversary, let alone two or three or five, unless itbs a 1UP Comedy production b helmed by the companybs self-styled btycoonb Joe Pettis.Florida-born but raised in St. Marys, Georgia, Pettis, 34, turned to stand-up shortly after graduating from Georgia State University in 2008 with an English degree and a cloudy future. bSuddenly, I had all this free time, and I had always been interested in doing stand-up,b he says. bI was a lifetime fan and regularly attended shows at the Funny Farm and the Punchline. Finally, I Googled some local open mics and found Star Bar host Rodney Leete on MySpace. I messaged him about Star Bar and heard back two hours before the show and that night did my first set.bFeet wet, Pettis over time ventured behind the scenes and into a producer role. Since starting his first show, Beer and Comedy at SweetWater Brewery, more than five years ago, he has gone from comedian to captain of a full-blown Southern stand-up empire.These days, itbs hard to keep track of all of Pettisb shows, a few even slip his mind when put on the spot, but you know youbre at a 1UP show the second you sit down b assuming you can find a seat. In addition to slinging jokes at SweetWater every other Monday, he runs Underwear Comedy Party every month at the Village Theatre when hebs not taking the nearly nude show on tour, 8-Bit Comedy in the cozy back room of Joystick Gamebar every first and third Wednesday, and the pop culture-soaked character roasts at the Highland Ballroom every few months.bRunning 1UP Comedy is essentially a full-time job, so I donbt really have time for other social activities,b Pettis says. bI wouldnbt say I get overwhelmed because I love what I do, and I hate being bored. Ibd rather be busy every night than sitting around or hoping to get booked on someone elsebs show.bThat restless behavior has earned Pettis the trust of businesses all over town. To up the ante, he took over the reins for the comedy tent at the SweetWater 420 Festival and has found himself the host a new weekly show, Cocktails and Comedy, which debuted March 9 at the Pinewood in Decatur to a sold-out crowd.bI think the most important thing Ibve learned is that the audience is what matters the most. Because stand-up is usually a solo endeavor, I think a lot of comics focus too much on making it all about themselves. Everything about the show should be geared toward providing everyone in attendance with the absolute best experience possible. The biggest challenge is identifying your audience and catering a show specifically for them. I put a lot of thought into which comics will do well in front of my crowds.bBereft of the glitz and glam of a club or theater, independent shows have to take their marketing matters a whole step further. When your showbs home only operates as an entertainment venue part-time, word-of-mouth is more valuable than gold. Every aspect of a show b the talent, the time, the equipment b must be meticulously planned for or else. Lazy producing will tank a show, and often, the likelihood of other future events. Itbs no easy task and one many rush into too quickly.bThe best advice I can give is donbt book your friends! Instead, book the best comics you can while providing as much variety as possible each show,b Pettis says. bIf your show is always top-notch, people will come back and they will tell their friends about it.bWhile this may be a funny business, professionalism is still as important as anything else. This industry is as brutal as it is boisterous, and audiences can be equally as passionate as they can be flaky. The indie showcase is a comedianbs gym and without the right equipment, no one improves.

bI love that someonebs first experience with stand-up comedy is one of my shows, and they continue to support the local comedy scene because they had a great time.b Pettis says. bThatbs when I feel like Ibve truly accomplished something.b
Cocktails and Comedy:B $10-$12. 9 p.m. Every Thursday. The Pinewood, 254 W. Ponce de Leon Ave., Decatur. 404-373-5507. pinewoodtr.com.