In the comments to this article it says the following:
It was a constant puzzle to me how so many bands of that era failed to understand that the milieu in which they worked – live music performance – was primarily a visual one. What I learned playing cabaret (and from my mentor Dave Dee, a consummate professional in every sense) was that how we looked and how we moved were of equal importance to the quality of our shows as the music itself, because once we became ‘performers’ rather than backing musicians, we were engaged in theatre.
And, that’s so true.
Not every band should try to create a Pink Floyd mega stage or a bonkers light show, but if you’re making music and performing it, most people expect you to put on a show.
In the Guardian article the focus is on stagecraft and a certain degree of theatricality:
Creating an emotional experience is the aim of every artist who has ever set foot on a stage, but presentation is often the last thing on their mind, especially for smaller bands. A surprising number of young artists take presentation as seriously as they do songwriting, seeing it as critical to their musical identity. They’re not just trying to create a point of difference – they regard elements such as visuals and even the space they play in as integral to their performance.
But it doesn’t have to be that way necessarily.
At the very least, plan out what you’ll do on stage, make it interesting to watch and ….put on a show!