Happy New Year! 🪅

If you’ve been following Liner Notes, you know I’ve taken an interest in touring strategies. In a couple of August editions (links below), I covered everything from pre-tour planning to social media promotion. The response was great.

Reading time: 6 minutes 👓

​Liner Notes: More On Touring & Insights from Tara Brueske (Aug 21, 2024)​

​Liner Notes: Touring Tips for Independent Musicians (Aug 07, 2024)​

I know many of you are interested in booking and tour management, so I’ll expand on those topics today. Whether you’re planning your first tour or looking to level up your existing approach, I’ve organized these insights into four key areas that every independent musician needs to master.

Before we dig in…

Today marks an exciting new chapter - I’m launching Liner Notes Insider, a premium version of this newsletter for musicians who want to dig deeper into the business and craft of music. While I’ll continue delivering valuable content in the free edition, Insider subscribers will get expanded insights, detailed case studies, and practical resources.

Strategic Tour Planning

Planning a tour isn’t just about booking random venues and hitting the road. From my mini-tour experience and conversations with seasoned performers, I’ve learned that successful touring requires thoughtful strategy. Here’s what I’ve discovered about making smart venue choices and building an effective tour route.

1. Venue Selection and Prioritization
   - Start with high-paying anchor venues (theaters, ticketed venues) requiring longer advance booking - Build around these with house concerts for intimate fan experiences
2. Market Research and Timing
   - Study local event calendars to avoid competing event dates
   - Research venue-specific peak times and seasons
3. Local Partnerships
   - Book local opening acts who align with your style
   - Collaborate with local businesses for cross-promotion
4. Venue Relations
   - Provide clear, professional tech requirements and stage plots
   - Build positive relationships with sound and lighting teams

Tour Management

Once you’ve got your shows booked, the real work begins. Tour management is about handling all the moving pieces that make your shows run smoothly. I’ve gathered these insights from both personal experience and from musicians who’ve mastered the art of running efficient, profitable tours. Let’s dive into the essential aspects of managing your tour effectively.

1. Advance Planning
   - Create detailed show timelines
   - Confirm technical requirements ahead of time
2. Revenue Optimization
   - Set up efficient merch sales systems
   - Create tour-specific merchandise
3. Fan Engagement
   - Plan post-show meet and greets
   - Collect email addresses with merch transactions
4. Documentation
   - Record shows for promotional content
   - Document venue specs and contacts

Follow-Up Strategy

Here’s something many musicians overlook - what happens after the show is just as important as the performance itself. Building lasting relationships and learning from each experience can make your next tour even better. I’ve compiled these follow-up strategies based on what’s worked for successful touring artists.

1. Post-Show Actions
   - Thank venue staff
   - Send follow-up emails to new mailing list subscribers
2. Relationship Building
   - Maintain contact with successful venues
   - Build long-term relationships for regular returns

Digital Integration

In today’s music scene, your digital presence is crucial for tour success. From my conversations with touring musicians and my own experience, I’ve found that integrating digital strategies with traditional touring methods can significantly boost attendance and engagement. Here’s how to leverage digital tools to enhance your tour’s impact.

1. Promotional Timeline
   - Create geo-tagged content for each market
   - Use email marketing with geographic segmentation
2. Online Ticket Sales
   - Set up pre-sale discount structures
   - Create scarcity with limited-time offers

This overview covers the essentials, but there’s so much more to share about making tours work for independent musicians. Like I’ve mentioned, I’m not exactly a seasoned road warrior, but I’ve been on a mission to gather insights from those who’ve mastered the art of touring. Combining these lessons with my own mini-tour experience, I’ve put together a comprehensive package for paid subscribers.

In the paid version of Liner Notes, you’ll get:
- The complete framework with detailed strategies for each aspect of tour management
- A candid behind-the-scenes look at my first mini-tour (including what worked, and what didn’t)
- Ready-to-use templates I’ve developed from both personal experience and expert input
- Step-by-step technical guides for setting up the digital tools mentioned above (because we all know tech can be tricky!)

That said, you’re welcome to ping me with questions or feedback—always. Just hit reply.

Ready to dig deeper into touring strategies?

➡️ Upgrade to Liner Notes Insider

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Robonzo
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