When Should an Artist Start Thinking About Touring?

Touring is a significant step in an artist’s career, offering a chance to connect with fans, build momentum, and generate income. However, timing and planning are crucial. Jumping into touring too soon can lead to empty venues, logistical challenges, and financial strain.

Here’s how to determine when and how to start thinking about touring:

1. Assess Your Current Stage in Your Career #

Start by evaluating where you are in your journey as an artist:

• Do You Have an Engaged Audience? Touring makes the most sense when you have a dedicated fanbase willing to buy tickets and show up.
• Have You Released Enough Music? A single song might not sustain a live show. Ensure you have a strong setlist of songs fans know and love.
• Can You Afford to Tour? Touring can be expensive, especially early on. Consider your budget for travel, lodging, production, and promotion.

2. Understand Your Fanbase Using Demographics #

Your streaming and social media analytics can be invaluable for planning a tour:

• Top Locations: Platforms like Spotify for Artists, YouTube, and Instagram provide data on where your listeners are located. Identify cities or regions with the highest concentrations of fans. What we, and other industry professionals we’ve discussed with, is that streaming numbers typically won’t justify a show, even though you have thousands of listeners in a region.
• Fan Engagement: Look beyond numbers and focus on engagement. Are these listeners actively sharing, commenting, and interacting with your content? Higher engagement often translates into ticket sales.
• Demographic Insights: Analyze the age, gender, and interests of your listeners to ensure your tour aligns with the audience you’re attracting.

3. Build Local Momentum First #

Before planning a larger tour, consider starting small:

• Play Local Venues: Build your reputation by performing in your hometown or nearby cities.
• Perform at Festivals: This can expose you to larger crowds without the financial commitment of a full tour.
• Open for Other Artists: Supporting a bigger act allows you to test your live performance, reach new fans, and gain valuable touring experience. This is typically, the best option for artists in our label who can also help you drive the engagement and fans to the venue.

4. Align Touring with Strategic Goals #

Touring should fit within your broader career strategy. Ask yourself:

• Do I Have a Recent Release to Promote? Tours are more effective when tied to an album, EP, or significant single release.
• What Is the Purpose of the Tour? Are you touring to build your fanbase, test new markets, or generate revenue? Clarify your objectives.
• Does Touring Add Value Right Now? If your audience isn’t large enough to sustain ticket sales, it may be better to focus on growing your fanbase through streaming, content, and online engagement first.

5. Start Small and Scale Up #

Instead of a full-fledged tour, test the waters with:

• Pop-Up Shows: Perform in key cities where your fans are most concentrated.
• Weekend Runs: Plan short trips to nearby cities, minimizing travel costs while reaching new audiences.
• Residencies: Play multiple shows at the same venue over a period, building local buzz without extensive travel.
• Busking: Can be a fantastic option for artists, as it offers a low-cost way to share your music, build a local fanbase, and even earn income. While it’s not for everyone, busking can serve as a stepping stone toward larger opportunities if approached strategically.
• Cover band: Starting as a cover band can be an effective way to build your skills, grow an audience, and generate income as an emerging artist. Many iconic bands, including The Beatles, began their careers performing covers before transitioning to original material.

6. Balance Demographics with Intuition #

While analytics are critical, don’t rely solely on numbers:

• Engage Directly with Fans: Use social media polls or email newsletters to gauge interest in specific locations.
• Consider Emerging Markets: Sometimes fans in smaller or unexpected locations are more likely to attend shows than in saturated major markets. We’ve seen completely unknown artists touring small villages in the north of Sweden and everyone will show up, just because nothing else is happening.
• Adapt to Opportunities: Be open to opportunities like festival invitations or opening slots that might not align perfectly with your demographics but offer significant exposure.

7. Focus on Creating an Unforgettable Experience #

When you decide to tour, ensure your live performance is memorable:

• Practice Your Setlist: Rehearse extensively to deliver a polished performance.
• Engage with the Audience: Interact with fans to create personal connections.
• Keep Production Scalable: Start with minimal production and scale as your audience and budget grow.

Key Takeaways: #

• Start thinking about touring when you have an engaged audience, enough material to perform, and the budget to support it.
• Use analytics to identify your strongest markets, but also consider fan feedback and emerging opportunities.
• Build momentum locally before expanding to a larger tour.
• Tie touring to strategic goals, such as promoting a release or growing your fanbase in key regions.