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So you’ve decided it’s time to hit the road. That’s an exciting step in your musical journey, but it can be a daunting task.
The only way to do it without becoming overwhelmed is to adopt a methodical, step by step approach, with a clear vision and realistic goals.
Today, I will be focusing on the kind of touring that builds a career, and includes show types that will specifically target large centres (primary markets) and places with an industry presence.
How To Book The Right Shows On Tour
I have wasted a great deal of time playing “good shows” that are not the “right shows”. For example, I have played in tiny little towns, to full bars, for good money, on a weekend.
You may be thinking that that sounds like a pretty good time, and you’re right, it’s lots of fun, but ultimately that gig did nothing for my career. What I eventually realized is that there are primary, secondary, and tertiary markets, and I should be building my tours around the primary markets.
Primary markets are large centres, and centres that have a high concentration of music industry professionals. In Canada, this means Toronto, Vancouver, and then the capitals of each province. In America this means mostly the East and West coast, and primarily Los Angeles, New York, Austin, Nashville, Portland, and a few other large centres and capitals. You can use a tool like StageBanter to find venues in Canada.
Your best shows are always going to be on weekends. The fact is, many people flat out do not want to go to a show on a Monday, so only book primary markets on weekends. This ensures that you have the optimal scenario for a great show.
Furthermore, some venues are better than others, no matter where you go. And sometimes the best venues don’t pay well. But the best venues are ones with people in them. So talk to people in the local scene. Which bar is the “hip” bar, which one is lame? You may not get into the hip bar right away, so try to invite the talent buyer out to your show, and demonstrate that you are good enough for his/her bar. Or… jump on a bill!
Why You Should Be Opening More Tour Shows
If you’re reading this, you are probably a DIY artist (for the time being). This means that your crowd in primary markets is likely limited to a few friends and family that you know personally.
So why are you headlining a show? You should be looking into opening up for a great local artist, or larger touring artist. The people at these shows are the local music lovers. These are the fans you want.
Besides that, there are many, many advantages to opening a show. Making a great impression on a city’s local musicians will be a huge help to you in the future. These are the people you can call on for a place to crash, for advice on the best venues, the best sound techs, even the best places to eat! They’re also the kind of people that may help your band promote a show in their city, or give you a contact and a good word with some of the local industry.
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P.S. Remember though, none of what you've learned will matter if you don't know how to get your music out there and make people WANT to hear it. Want to learn how to do that? Then get our free music marketing ebook emailed directly to you! Or for an in-depth fool proof guide on how to get people to listen to your music, get our online music business course here.