Touring as an independent artist can take a lot of organisation, but if you set yourself realistic goals, you can have a lot of fun and pick up new fans along the way. While you probably won’t turn a profit, the rewards (networking, relationship-building, and creating lasting memories) will benefit you for years to come. As someone who spent five years as the tour manager for The Baby Seals, I’m excited to share my top tips for making touring a fulfilling and positive experience!
Firstly, you want to look at the contacts you already have. Do you have friends in other cities that are also independent artists? You could consider organising a ‘revolving headliner’ tour, where each artist headlines in their own town, handling the organising and promotion for their local show. This approach helps share the workload and maximises attendance by leveraging each artist’s local fanbase.
Use your SoundCloud insights or other analytics tools to identify where your most engaged fans are located. Map out these locations and search for local shows, often run by DIY promoters or smaller venues. Reach out to them with a professional and concise pitch. Mention your engaged fanbase in their area and offer to open for an upcoming show. Ensure you have a polished EPK (Electronic Press Kit) ready, including video content (check out our guide for creating your own EPK). Engage with promoters on social media, comment thoughtfully on their posts, and slide into those DMs.
Once you have a few shows booked, then the fun really begins! While your schedule will often depend on local promoters, you can find creative solutions to fill gaps between shows. You can go home for a few days, have a little holiday in between, or see if you can find a show in an intermediate location. For example, if you’re playing in Atlanta, GA on Tuesday and Nashville, TN on Friday, then you might want to hit up promoters in Birmingham, AL for a show on Wednesday/Thursday.
Merchandise is essential for both income and fan engagement on tour. Stock up on items like t-shirts, hats, patches, and physical music formats (CDs, tapes, vinyl). Additionally, bring free promotional items like button badges and postcards featuring a QR code linked to your music or mailing list (Bandcamp is a great tool for generating download codes).
The best way to stay organised is by having all the information on a spreadsheet. Details do get missed so it’s best to be as prepared as possible for every technical eventuality. The more organised you are, the smoother your tour will go.
Your spreadsheet should include:
It goes without saying, but treat everyone - from the promoter to the sound engineer - with respect. Sound engineers, while often overworked, can make or break your performance. Also, be nice to the other acts on your bill. They are not your competition; they are your allies. If you turn up on time, introduce yourself to the key players, and don’t get drunk or high, then you’ll likely be asked back to play again. The other acts you meet on tour will keep you in mind for future shows in their hometowns and will likely become lifelong friends and fans! Follow them on social media, take some footage of their show (ask if they want you to), collect BTS footage for your socials and add them as collaborators.
Be prepared for the possibility that nobody shows up. It’s not uncommon for early tours to play to an empty room or just the bar staff. Treat these moments as valuable practice and a story to share when you’ve “made it.” Always watch the other acts on your bill, it shows that you are engaged and invested in the success of the night, not hiding in the Green Room pretending to be Kanye West. Promoters and fellow artists notice these small but impactful gestures.
At the end of the night, thank everyone for having you, swap business cards, take selfies - even leave a gift for the promoter (usually a free t-shirt or CD) as a way of thanking them. Don’t forget to document the night with audience pics, videos, and highlights for your socials!
Touring isn’t about immediate financial returns; it’s about building your fanbase, expanding your network, and creating opportunities for the future. Every show, no matter the turnout, contributes to your growth as an artist. Focus on the connections you’re making and the word-of-mouth promotion that will keep your career moving forward and is harder to achieve when you’re sitting in front of your laptop.
