Check your latest auditorium test. The audience needs to be seduced into listening through a stop set. You have to sell them on the idea of not hitting the button. We live in an instant gratification world. If people are going to delay gratification, they are going to want something very cool.
Seduction is an art.
You start by promising a benefit. An upcoming artist is not a benefit. Promise them money . Try giving them a tease about an upcoming contest or promotion. Tell them your going to play the secret sound right after this, or, their chance to win a specific amount of money is only minutes away.