I am Colin Lewis, and I am a Vice President in the touring division at Live Nation. Based in Beverly Hills, I partner with agents, managers and artists in fulfilling their touring agendas. This year I had the pleasure of working with Post Malone, Ms Lauryn Hill, Game of Thrones, Wiz Khalifa, Chris Brown and Rae Sremmurd to name a few.
As Billboard’s Live Music Summit and Awards wraps up this week, here are seven goals to keep in mind when planning for your artist’s next tour:
Tip #1: Tour with a purpose.
Touring is most effective when you have a plan. Your partners are there to help you but without clear direction on what you are trying to accomplish, you won’t get the most out of them and your results.
Tip #2: Stack the decks.
When deciding the best time to tour, consider all of your artists’ channels and assets. Today’s touring circuit is heavy with traffic and in order to cut through the noise, you will need everything you can get. New music, press opportunities, cyber opps and unique content are all necessary components to a successful tour campaign.
Tip #3: Know your audience.
By being smart about where you play, how much you price tickets at and when you play, you will give your artist the best shot at success. Fans come in all shapes and sizes; knowing them is your key to success. The right venue and day of the week can be contributing factors too.
Tip #4: Less is more.
Always position your artist to win. Your client likely isn’t going to stop touring. Play venues you know you can sell out and leave some meat on the bone for the new time around. By turning people away, sellout shows breed excitement and more sales. Excited fans and their chatter about sold out shows travels far and wide.
Tip #5: Sell, Sell, Sell.
Promotion is key! Everyone loves working with a partner that carries their weight. From the day you announce to the night the show plays, you should firing all pistons and creating awareness that your artist is coming town. Keep things fresh and supply your partners with new content and promo so their efforts don’t go stale. It’s easy to get lost in the noise.
Tip #6: Bang for your buck.
Even on the smallest of touring levels, consumers like value for their dollar. By knowing your audience, it’s easy to identify other bands with complimentary audiences. If a consumer is on the fence, some added value can go a long way to closing a sale! Another strategy is to pair with bands from other regions who can give a good opportunity grow your audience. Everyone loves a trade!
Tip #7: Tour smart.
Be realistic about your routing. These days it’s easy to push your team and staff past the points of safe touring. A rested and healthy team make for the best results. Not only will your band love you for it, but they’ll also put on their best show! You never know how important a show is going to be until it’s over!