Planning Your Tour

Planning Your Tour


(hip-hop music) (engine revving) – Touring has become a big
part of releasing a record. There’s no bigger buzz
than getting out there and feeling the love from your fans. Take it from ASAP Ferg, he
knows what it’s all about. – What’s poppin’, world? There is no better
feeling than being on tour and seeing your crowd and
your fans just go ballistic. That’s the validation you
look for as an artist. That’s my Grammy. – So how do you prepare to hit the road? Let’s talk tour strategy with
Charleton Lamb from Spotify. – ‘Sup dude? Step one, you gotta hone your live act. The idea is to come up
with a solid concept that you can adapt to
any venue, big or small. Then you gotta build a base. – It’s super important for you to use your local network to build momentum. – Meet booking agent Carly James. – Hi!
– Hi! – Taking support slots, it’s gonna put you in front of an audience that you feel exposes you to this crowd and kind of incubating your
career, starting locally. – And then once you’re
killing that local market, you can start thinking
about expanding your reach. If you’re selling out shows in
Jersey, head over to Philly. If you’re selling out in Philly, start thinking about
Baltimore, D.C., Virginia, up and down the East Coast. – Do as much shows as
possible, do collaborations. No matter if it’s five or
500 people, it’s a crowd. – Planning your tour will be different depending on whether you’re
with a label or keeping it DIY. – If you’re signed, your label
might give you tour support. That’s a team, transportation,
money up front. They’ll take care of a lot of
it, but that probably means that your label booking
agent will also take a cut. So that’s something you need to understand before you hit the road. – If you’re not signed to a
label, get your pitch down. Make a press kit, but most importantly, make it authentic, make it concise, and make it representative
of you as an artist. Include the music you’re currently making, maybe some press links,
shows that you’ve played. Send your press kit to agencies, management companies, label A&Rs. – Starting from that really, kind of, DIY, more intimate place is super important. – Tei Shi has spent months
on tour, she knows what’s up. (laser blasting) So who can help you make this tour happen? Tour manager Evan Lowe is
here to give us the low-down. – Hello. A tour manager is someone
who travels with the band and takes care of pretty
much everything and everyone. That means booking travels
and accommodations, getting in touch with
the venues in advance, scheduling, security, dressing rooms, technical riders, hospitality riders, you want me to keep going? – I think we got it. Keep in mind, if you
don’t have a tour manager you’ll have to juggle it all yourself, or have a friend or
bandmate do it for you. – You’ll also work with booking agents who can connect you to
venues in exchange for a cut, with promoters who can hire you for shows, and sometimes with talent buyers who work directly for venues. – So as a booking agent I work with everyone on the artist’s team. An important part of my
dealings are with promoters and together we negotiate merch rates, ticket prices, guarantees,
artist percentages, and essentially they buy the show from me. – Aight, so you’ve got your
show, team, and a fan base, it’s time to plan your route. – Spotify for Artists has
data that can tell you where your music is really
starting to pick up, which can be a roadmap to tell you where you might want to go on tour. And then I’ve seen artists
actually take screenshots of that data to help prove to
venues or to booking agents that booking you would be a solid bet and that you’ll be able to bring a crowd. – Once I know where a band is doing well I sketch a route based on those markets, I submit it to the manager
and the artist for approval, I can then pass it over to
the tour manager who will then work out the accommodations
and the transportation. – I think the most important part of touring is when you
get to actually have that facetime with your fans, and at the end of the day
touring is so exhausting that that’s really what
makes it all worthwhile. – So there’s a ton that needs to happen to get you road ready,
but as soon as you are that’s when the real fun starts. See you on the road! (swelling percussive music)

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