The Reality of Touring

Some of you may have seen my recent tour announcement, taking Super Sexy Heartbreak out on the road in the UK for eight dates this autumn. 

If you’re based in the UK (or feel like visiting), I would love for you to join me for the evening. It’s going to be a very special run of shows, I’ve assembled an amazing band to play the full record, and I’ll be performing a solo acoustic set to open. Tickets are available here.

Now, much of the discussion around streaming and artist compensation these days – or lack thereof – is paired with ‘BUT musicians make money on tour’. And some do indeed make a lot of money, particularly if you have a good line of merch to sell. But most don’t.

Touring for artists at any level involves a great deal of expense and risk, and when you’re shouldering the burden yourself, it can get scary.

I’m not playing particularly big venues, between 200 and 400 capacity. But as ticket sales currently go, I’m running at a big loss. The absolute basics – hiring musicians, rehearsal time, travel, van hire, accommodation, a per diem, food and drink – all add up very quickly. No one’s going to be sleeping in a van on my tour. These costs don’t even include any promotion. I’m not too worried just yet, because I still have five months to ramp up my marketing efforts. But how do you promote a show in 2024? Word of mouth? Digital? Print?

Conventional wisdom tells you to take out paid social media advertising, hire a PR to get you slots on blogs, local radio, pay for posters, and flyer, flyer, flyer. You can see the money quickly draining away, and every penny or cent spent makes it harder to break even, let alone make a profit.

I’ve always stressed that the smart move is to build your own direct connection with your audience, rather than relying on third party services. A newsletter, or a YouTube channel, these are the best ways to speak directly to your audience.

But how do you reach those who haven’t signed up to your mailing list, or watched your tour announcement video?

The answer – well, I don’t actually know.

This is my first headline tour. I’ve played one-off shows here and there, I’ve been a support act on tour, but I’ve never done this many shows as the main attraction.

And that’s where you come in. I am not too proud to admit that I need your help, both in spreading the word (and hopefully attending a show), but in letting me know your own experiences of touring, promoting, and performing. They’ll not only form part of my own tour promotion strategy, but I’ll make a YouTube video with a collection of the best advice, so that others can learn too.

If you’re not a musician with touring experience, you still have a vital role to play. How do find out about local shows in your area? Do you pay attention to Facebook ads, or do you get your news from flyers in a record shop? Radio or Bandsintown? I’d be very grateful if you would please reply and let me know your experience.

Mary x

(A big thank you to everyone who wrote in with suggestions for the future of the newsletter. I’m busy working through them all.)

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