Touring is one of the most rewarding experiences for any band, but for new artists, it can also be financially daunting. With careful planning and a DIY approach, you can set up a tour that doesn’t just break even but actually makes money. Here’s how to do it.
1. Plan Your Route Strategically
Start by mapping out a tour route that makes sense geographically. Avoid zigzagging between distant cities, as this will eat up your budget on gas and travel expenses. Instead, plan a logical path that minimizes travel time and maximizes the number of shows you can play.
- Target Cities with Active Music Scenes: Focus on locations where your genre has an audience.
- Cluster Shows: Aim for back-to-back performances in nearby cities or towns.
2. Book the Right Venues
Securing the right venues is key to a successful tour. For new bands, it’s often best to start with smaller venues, DIY spaces, or local clubs.
- Research Local Promoters: Reach out to promoters who specialize in your genre.
- Build Relationships: Personal connections can help secure better gigs and support slots.
- Offer Value: Make sure to promote the event heavily to ensure good attendance.
3. Maximize Merch Sales
Merchandise can be a significant source of income while touring. Fans love to take home something that reminds them of your show.
- Stock Up: Bring a variety of items, including T-shirts, CDs, vinyl, stickers, and posters.
- Set Up an Eye-Catching Merch Table: Make it easy for fans to find and purchase your merch.
- Accept Multiple Payment Methods: Have a cash box and a card reader to accommodate everyone.
4. Collaborate with Local Bands
Playing with local acts can increase attendance and help you connect with their audience.
- Share the Bill: Find bands in each city that complement your style.
- Cross-Promotion: Collaborate on promotion to reach a broader audience.
- Split Costs: Sharing expenses like venue fees can make gigs more profitable.
5. Promote Effectively
Good promotion can make or break your tour. Use every tool at your disposal to get the word out.
- Social Media: Create event pages, post regular updates, and use local hashtags.
- Flyers and Posters: Distribute these in venues, record stores, and coffee shops.
- Press Outreach: Send press releases to local blogs, radio stations, and newspapers.
6. Cut Costs Without Sacrificing Quality
Being frugal doesn’t mean cutting corners—it means being smart about your spending.
- Travel Cheap: Use a reliable van and split gas costs among band members.
- Stay with Friends: Crash with friends or fans instead of booking hotels.
- Cook Your Own Meals: Save money by preparing meals instead of eating out.
7. Build a Support Network
A strong network of fans, friends, and fellow musicians can make touring easier and more profitable.
- Fan Engagement: Stay in touch with your audience through newsletters and social media.
- Industry Contacts: Build relationships with promoters, venue owners, and local artists.
- Crowdfunding: Consider running a crowdfunding campaign to offset upfront tour costs.
8. Track Your Finances
Keep detailed records of your income and expenses throughout the tour.
- Budget Wisely: Allocate funds for gas, food, lodging, and unexpected expenses.
- Merch Profits: Track what sells best so you can adjust inventory for future tours.
- Evaluate Each Show: Assess which gigs were most profitable and why.
9. Create Memorable Experiences
A successful tour isn’t just about the music—it’s about the experience you provide.
- Engage with Fans: Spend time talking to attendees after shows.
- Put on a Great Show: Make every performance unforgettable to turn casual listeners into loyal fans.
- Document the Journey: Share behind-the-scenes photos and videos to keep fans engaged online.
Final Thoughts
DIY touring requires hard work, creativity, and careful planning, but it can also be incredibly rewarding. By approaching your tour with a business mindset and focusing on building connections with fans and other musicians, you can turn your passion for music into a sustainable venture. So, load up the van, hit the road, and let your music take you places—literally and figuratively.
