Touring Resources

By Gareth Shute

Taking your music on the road can be a great way to make new fans and connect with audiences throughout the country. To get a sense of what’s involved, we’ve made this list which provides an easy step-by-step guide.

1. Make A Plan

It is good to start with a clear aim in mind. This could just be to play in front of as many people as possible to expand your fanbase. However, there’s definitely value in timing a tour to go alongside a new piece of music or even just a T-shirt/merch-item. Then any money spent on advertising will also promote that release. Having a physical item to sell means you could also arrange an in-store performance at a record store on the day of the gig. It’s a smart idea to get your tour budget sorted before you lock in any dates or costs – for budgeting advice, check out our ‘Tour Budgeting 101’ resource.

2. Networking

It’s daunting to play in a new town if you don’t know anyone. Therefore it pays to contact local artists who make similar music. They can suggest venues to play, perhaps offer you a place to stay, or might even offer to have you as a support slot (a favour that can be returned when they visit your town). Alternatively, ask venue owners whether they know good artists to gig with or if there’s a suitable club night/event. If there is a speciality student radio show or Facebook page (etc.) that specialises in your genre, then that’s another helpful source of insider information to access.

3. Choose The Date

Once you have a date in mind, check that there are no potential clashes, which might draw your audience away – whether concerts by overseas acts in a similar genre, or large sporting events (e.g., The All Blacks happen to be playing a game at the world cup). Venues in the main centres will often book up their weekend slots a couple of months in advance, so do contact them sooner rather than later. Be very clear about what the agreement is, especially in terms of how the money will work and who arranges the door person and sound engineer.

4. Transport planning

If the venue supplies backline/equipment, or you can borrow it off another band, then it may be financially viable to fly. Air tickets will be much cheaper when booked a few months ahead rather than at the last minute. If you have somewhere to stay, then it could be worth going a day early or leaving a day late if the flights are cheaper. On the other hand, if a lot of gear is required then you may need to drive, despite the increased travel time. It’s obviously handy if you can squeeze into a vehicle you already own. Otherwise look into hiring one and get a few quotes, as well as considering what the vehicle insurance covers (plan for the worst!).

5. Accommodation

If you can’t stay with friends or other musicians, then you’ll need to research other convenient options that will fit your budget. Don’t leave it until the last minute or you might miss out on the cheapest prices. One consideration is having a safe place to store your gear. Definitely don’t leave it in a vehicle overnight unless it’s parked off the street in a very secure place – there are countless cases of artists having their gear stolen from their van (if not the van itself).

6. Promoting The Gig

Social media is the obvious first place to do gig promotion. Any paid ads should be targeted to the gig location. Encourage posts from the other artists on the bill and the venue itself. Is there a Facebook group focused on your style of music that you could use to inform people about the gig? Also search for other websites or publications that might be keen to write about the event. When approaching these outlets, try to make your messages as individualised as possible (rather than doing a generic spam email) and try to find out the name of the person who makes editorial decisions. Also add your gig to event listing websites. If it’s a decent sized show, consider buying radio ads or a poster run (either paid-for or just pasted up by friends).

7. Getting Your Gear Sorted

If you are a band, then you’ll want to ask if the venue provides backline, which usually includes amps and a drum-kit. If a drum-kit is supplied, do you still need to bring cymbals, snare or kick pedal? Bands should supply a one-page tech rider that describes their set-up, so the sound engineer knows exactly what will be required. For example, if a group has five singers, then they will know to bring at least that many vocal mics. Even if you’re a DJ, then you’ll want to find out basic information, such as – does the venue have a sub (or just a vocal PA) and what are cables needed to connect your equipment.

8. Arrive Ahead of Time

Every step of the way, it’s good to aim to be early. That way, if anything goes wrong then there is time to make a back-up plan. Even something as simple as checking in bags can take much longer if some of the gear needs to be taken to the oversized baggage counter. Leave extra time for these contingencies.

9. Reconnect as a Group

While on tour in a group, it’s easy to get into your own headspace as the tour moves from place-to-place (headphones on, daydreaming as you fly/drive long distances). Before you perform, it’s good to take time to get on the same wavelength – whether that’s through listening to music together on the van stereo as you enter town or going out for a meal together after soundcheck. Things will gel much better onstage if you’ve taken the time to reconnect.

10. The Idiot Check

It is very annoying to leave behind a crucial piece of gear or personal belongings when you leave a venue, especially if you’re heading off the next day. The chances of finding someone to open up a venue the next morning is very low. Instead, try to get in the habit of doing an ‘idiot check’ at the end of the night. Once everything is loaded, go back for one last look around the stage and the backstage area.

11. Back It Up

Make the most of the trip by using it as a source of engaging material to post on your socials. Uploading some great photos can encourage fans to come along when you next play live. If you made connections during your travels, then do drop those people a message to keep that line of communication open. The great thing about getting started as a touring act is that it instantly shows you’re serious about your music. Now you have a track record and can leverage this to approach promoters for festival slots and international support slots. Stay positive and each new door you open will give access to a dozen more.