Remember, Students Hate Surprises. Dim the room lights fifteen minutes before the show begins. You can copy the press release, or write your own blurb. Have an Emcee to introduce the act in a professional manner. Do everything you can to create the image that this is an important event.
Every show needs a core audience to get the excitement and energy started.
Fun is contagious, and you will quickly find that everybody has begun to appreciate the performance. Give your audience a moment to sit and relax, and meet the performer if they want. If the performer has CD's or tapes available, announce it from the stage and encourage people to come down. Let people visit with the artist without being pressured to get out of the room. Talk personally to those in attendance and thank them for being there.