When we talk about marketing in the music industry, what people really want to know is how to build a fanbase. Traditional marketing focuses on how to sell a product or service. Being in a band is about so much more than just selling music. When you are building a fanbase, you are creating a community. To understand the core of this community and the best way to market it to new fans, be sure to first do the work in developing your brand. Your next step is marketing that brand.

The most successful artists create an experience for their fans and bring people together through storytelling, eye-catching visuals, and a sense of belonging. These are also the components of great marketing. Catch their attention, tell them your story, and tell them why they should be a part of it.

Simon Sinek coined the phase, “people don’t buy what you do, they buy why you do it.” There are artists who are more talented than you are who won’t succeed. There are people with more compelling stories than yours who won’t succeed. There are people who are so capable and so passionate who won’t succeed because they don’t know how to tell their story. Or even worse, they do, and no one is listening.

I want to make sure that when you tell your story, people are listening. I’m going to do that by talking about your band as a business and reviewing traditional marketing concepts through the lens of an artist.

How do I build a fanbase?

In order to build a fanbase you will need to develop a process for turning listeners into fans. The best way to visualize this process is with a marketing funnel. Building a fanbase starts with the 3 elements:

1. Increasing the number of people listing to your music by catching their attention.

2. Increasing the number of people at your concerts by telling your story.

3. Increasing the level of engagement you have with fans and the level of engagement they have with one another by building a sense of belonging.

In terms of traditional marketing, you are building awareness & interest, creating desire for a customer to purchase your product or service, causing them to take a desired action such as making that purchase or singing up for your email list.

In 2008, Kevin Kelly published an essay titled the “1,000 Fan Theory” where he outlined a framework for how creators can establish roughly $100,000 in revenue each year if a fan were to spend an average of $100 on their products This is an excellent goal, but when you are first starting out, it’s better to focus on your first 100 fans. If they enjoy your music and are invested in your story, they will share your music and your message, helping you to get the remaining 900 fans.

Growth can have compounding effects, but growth is hard and takes persistence. Not everyone who hears your band will follow you online; not everyone who follows you online will buy a ticket to your concert; and not everyone who goes to your concert will become a loyal fan.

If you want to make 100 loyal fans this year, you might need to play for 1,000 people. How can you play for 1,000 people? Get 10,000 new listeners. Let’s talk about how we can break that down.

How to Get More Listeners

How can you get 10,000 people to hear your music? There are four primary ways to reach new fans and I will be sure to do an episode on each one of these.

1. Direct promotion requires time and energy . Early on you you should send a link of your new song to your friends and family. Have each of your bandmates do the same. Pass flyers out at a local concert, hang posters at local music venues, or spend time engaging fans of similar bands on social media. This method is effective and cheap, but can be time consuming.

2. Playing live is the natural next step because in order for someone to become a true fan because they need to hear your songs brought to life. Every band dreams of opening up a large concert with their favorite band headlining. You will need to draw 50-100+ people to your own show before a promoter will

3. Streaming & social media are considered to be the most viral components of growing a fanbase. How do you please the algorithm on streaming platforms and get added to playlists? By getting more listeners, specifically in the first week of a release. Algorithm playlists are a great way emerging artists can get exposure on Spotify. Short form video including Youtube Shorts & Instagram Reels have the potential of going viral as well and are a great way to give your fans a preview before the release.

4. Digital advertising is the most effective method and the most expensive. This is how successful acts reach a majority of their new listeners. I highly encourage you to start on Youtube by promoting your first music video with 15-second non-skippable ads. Focus on catchy part of the song that have eye catching visuals. Drive them to a single page on your website where you have more content, links to your streaming and an option to subscribe to your newsletter.

Create a Marketing Plan

You will need to form a plan around which strategies you will focus on and when. The best way to approach marketing as a component of your business is to have a plan. Here are the 6 components of an effective marketing plan.

1. Market Research & Target Audience

Spotify for Artists / Apple Music for Artists / Youtube Analytics - understand the demographics of your listeners, what content gets the highest engagement and where your listeners are geographically. This data will be very useful when it comes to digital advertising.

Start by targeting fans locally. Once you build a process that works you can apply that to a larger audience.

2. Market Strategies

A market strategy focuses on the 4 P’s: Product, Price, Place & Promotion.

Product -Some businesses have the best product, with music that is subjective, so just ensure your recordings are professional quality. When it comes to your merchandise, remember that if it is comfortable someone will wear it more frequently.

Price - Competing on price is largely ineffective because music is highly commoditized and streaming has given people free access to millions of songs. Ensure your merchandise is competitively priced and you are good to go.

Place is where people can find your product. Make sure it is convenient to find your music on all digital platforms. Check out Distrokid for affordable distribution. Also make sure you have a website to boost your search engine results (SEO).

Promotion - I highly encourage you to put the most effort toward this category. Consider what platforms you will promote your music on. Focus on finding unique ways to promote your music.

3. Goals & Metrics

Set measurable goals and decide how you will measure your success. Short term goals will include monthly and quarterly goals. (Ex. 5k monthly listeners on Spotify by the end of the year, $500 in merchandise sales each month, 100 new subscribers on your newsletter each quarter.)

If your goal is to get 1,000 fans in a year, you would need an average of 83 new fans per month. Determine early on how you will measure your number of fans. Remember, followers aren’t fans. Subscribers to your newsletter might be a better indicator or the number of people who purchased your new record or t-shirt.

4. Timeline / Objectives

Know the timeline for accomplishing your goals. Set expectations for growth. Create short term and long term objectives that compliment your goals. The objective behind gaining new fans could simply be to build a welcoming community around your music. The objective behind the goal of selling selling merchandise could be to secure enough funding to ensure you can keep writing, recording & releasing music.

5. Budget

Decide how much you will spend each month. I encourage you to start with $50-$100 per member of the band per month. Consider a budget for digital and physical advertising as well as the cost of the tools or software you are using.

6. Tools & Technology

Think about the tools you will need to execute your marketing plans. Tools could include software to design marketing materials or a video camera to get high quality video footage.

Use technology to track progress towards your goals, be more efficient with your resources, and save yourself time & energy. Use a social media scheduler to publish content regularly. Try using ChatGPT to re-write your band’s biography.

In Summary

In summary, I want you to focus on three things: getting new listeners by capturing their attention, increase the number of people at your concerts by telling your story, and creating a community where people have a sense of belonging.

Reach new listeners through direct promotion, playing concerts, streaming & social media, and digital advertising. Find special and unique ways to engage your fan base and encourage them to interact with one another. Your biggest fans will become your biggest supporters and promoters

Create a marketing plan that highlights your goals & objectives, your timeline, how you will do it, the tools you need and how much it will cost.

If you have questions, feel free to reach out to me at david@yourbandisabrand.com

Branding is a process of self reflection.

Think about a brand that has made an impression on you. What makes that brand memorable? What makes it unique? How does it make you feel?

Ask these same questions as you build a brand around your product: your music.

Your favorite brands weren’t created overnight. They were re-envisioned over time with a lot of work and intention on the front end. With the goal of creating something you can be proud of, here are some starting points in which you can help narrow down what feels like your brand and what doesn’t.

Mission Statement and Core Values

We’ve all heard of a mission statement, right? Great mission statements includes a solution that solves a problem. It also might identify the end user of the product. For you, this means your listeners and your biggest fans.

When I was in a band our mission statement was something along the lines of, “Create music that is honest and personal, put on a good show and give fans a memorable experience.” I thought there was more than enough music available, some of which I thought to be inauthentic, so it needed to be honest and personal to stand out. I also believed that as an entertainer your focus should be on creating memorable, entertaining experiences for your fans.

In addition to a mission statement, there is a newly emerging practice to evaluate the culture of a business: identifying core values. Your core values should include the values & priorities shared by the whole band.

Artists have many motivations and intensions behind playing in a band. Those focused on the art itself may site values like creativity, authenticity & empathy. Those focusing on the band as a communal activity may say collaboration, teamwork and community. If you are a career musician your core values might include growth, success & self improvement. Here is a great list of core values created by Indeed.

Look and Feel of Your Brand

The look and feel of your brand will include the more obvious components including the your logo and merchandise designs, but also the finer details such as what color schemes or fonts you use. Focus on creating something unique and memorable.

Consider the themes found in your music or lyrics for inspiration. If you find yourself writing in minor keys or writing about challenges you have faced in life, you may want to opt for neutral or dark color schemes. If you find yourself writing upbeat or empowering songs, you may want to use brighter colors or softer fonts. (Check out Colormind for ideas on color schemes and DaFont for font ideas)

Band Name

One of the first components of starting a business and consequently, a band, is coming up with a name. Creating a band name can be a daunting task. Make sure it’s something you can confidently promote. The second question following, “You’re in a band?” is generally going to be “What’s it called?”.

Brainstorm a list of ideas using 2-3 word phrases. Come up with a list of 10-20 ideas, then eliminate half the options and rank the remaining names. Once you finalize the name, create an LLC and register a trademark. (I will create more detailed guides on this part of the process)

Design a Logo

When designing a logo it’s helpful to look at other bands logos for inspiration. Have each band member find a few different logos and compile them in a GoogleDrive for your designer to reference. I also highly recommend you have multiple logos designed. Going with the first design and not considering alternatives would be similar to publishing the first demo of the song you wrote.

You can always change your logo as the band evolves, but again, you will want to make sure it’s something you can confidently promote and print on your shirts.

Merchandising

Explore your options when it comes to graphic designers. Research who your favorite bands are working with. Ask other local artists who they work with. If you find someone you believe to be out of your budget let them know you like their work, let them know your budget, and ask if they know an artist who can work within that budget. (If they like your work, they may be inclined to give you a discount.)

Find an artist who captures your brand well and has a unique style. Working with the same artist on multiple projects over time can make the branding increasingly cohesive. It also can create a sense of familiarity for long term fans.

Note: As you engage with each graphic designer, make sure you have an agreement in place. Unless it’s a work for hire (a contract in which you are paying someone explicitly to create a design that is your property), you will want to make sure you understand the terms of licensing. For example, hiring someone to create a merchandise design does not implicitly give you the right to use that design on a tour flyer.

Incorporate your brand into everything you do, and the way you do it.

Remember to incorporate your brand in everything you do from merchandising to stage design. This will create a unique and authentic experience for your fans. It will also keep the various components cohesive. When you are generating ideas for a new project or promotional item, stick to ideas that feel genuine to your bandmates.

When I was in a pop punk band, we use to throw pizza parties before some of our shows. This was a fun gimmick that felt in line with the genre, but it also served another purpose. We did this to get fans to our shows early so they would watch the other bands. Community would have been high up on our core values list, had we done the exercise back then. Our local music scene was important to us because we realized support at home was what sustained and supported our band enough to tour nationally.

I also had a passion for pop culture which showed up in our branding from printing a Pokemon Go parody shirt, to embracing a Rick & Morty themed tour with The Home Team, and creating a Taco Bell themed lyric video. We even did a Marvel themed music video where the lead characters had super powers and debuted it on Stan Lee’s Youtube Channel.

When I worked with the band Ded, they took their branding to an extreme, doing the first set of tours and music videos in support of their first album with white contacts in their eyes to simulate you guessed it… being dead. It caught a lot of attention and it was not an easy task to pull off. Ultimately, the gimmick was called off to save their eyesight.

I hope that sharing some of my experiences will help you create unique ideas of your own. Remember to stay true to your mission and your core values along the way. Whatever you do with your band, embrace the things you are passionate about, make it unique, and as always enjoy the process.

How do merch cuts work?

Typically it looks a lot like '“30% on soft, 10% on hard” which means if it’s soft like a t-shirt the venue wants 30% of sales and if it’s hard like a CD or poster, they want 10%.

An example of how this plays out…

• $1,000 in revenue for t-shirts, hoodies & hats - Promoter/venue takes $300

• $250 in CD & Poster Sales - Promoter/venue takes $25

Then there are other fees they like to take out…

• Retained Sales Tax (7-8%) - Promoter takes $93.75

  (VAT Tax is 10% or higher in Europe to compensate for the import of goods)

• Venue Seller Fee - Promoter takes additional $150. (Ex. $150 for a seller OR an addition 10-20% of sales whichever is higher)

So at the end of the day…

• -$500 (cost of goods sold) + $1250 revenue = $750 - $325 (merch cut) - $93.75 (Tax) - $150 (Seller Fee) = $181.25

Yes, I know, it disappears fast. Then there’s the cut for the record label or the manager.

Disclaimer: It is fair to retain sales tax and venues definitely need to compensate staff, but in cases where it’s mandatory that the venue sell for the band and they take 20% extra, they can be taking half the revenue, if not more. (Venues have staff physically count in merchandise inventory in cases where the band sells it themselves to monitor their numbers…more on this below)

Rather than start my complaining and over-embellish, here it is…

10 Ways to Avoid Merch Cuts and Save Money!

1. Ask your manager and/or booking agent to add a “no-merchandise cuts” clause to your performance agreements (Or at the very least, have them use it as a negotiating tactic - “If you can’t meet the requested guarantee, can you please waive all merchandise fees? Then we can confirm the show.”

2. Have fans tip you for a “free item”. This is not the sale of an item, so it is not taxed either. Don’t just do this with a sticker, do this with posters or another limited item fans can only get with tipping.

3. Lie your ass off. For the integrity of the bands I have worked for, I assure you I have never done this. If you are going to save $$$, be prepared to lie when they ask you “How much did you sell?” Many strategies below to seal the deal…

4. Use an alternative spreadsheet to calculate your totals, or duplicate the original toward the end of the night and alter it. This only works at smaller venues on smaller tours AND you need to be ready to commit. Don’t be sloppy with this one, have a system.

5. Use alternative merchandise systems. If you use atVenu for shirts & CDs, have a backup Square account for selling your vinyls & hats.. you will need to be sneaky with this one! (If you get caught say you were having Wifi issues with your original system and didn’t want to lose the sale)

6. Give fans an incentive to pay with cash. Again, this is a way to circumvent a system - throw the money in the tip jar if you need to.

7. Sneak merchandise into the venue with a backpack or empty guitar case. If they insist on doing count ins and count outs, sneak in extra merch. Only add what you know you have sold so you don’t ever have quantities that exceed the original count.

8. Pack up and leave before the venue can collect their cut. If you do this, make sure your crew is all aware - it is best to make this a calculated move, and you should only do this as an opening act.

9. Have an iPad available on the merch table where fans can other merchandise directly from your website. And as the above ideas haven’t made this clear enough, don’t tell the venue what the iPad is for and don’t report these sales.

10. Avoid using venue sellers. I want to make it clear that there are great people working at larger venues, but they are held to the responsibilities of their job. So within this item, I’d like to add that whenever possible you should avoid putting an honest, hardworking venue rep in a bad position with their employer.

I hope this list gets you inspired to take home more of the money you have worked hard for and earned. Please try #1 and #2 first.

If you get caught doing something shady, better to admit what you’ve done, apologize, and live to play another day. I am not endorsing these ideas or claiming to have done these things. There are clearly some that involve more creativity and less lying.

At the end of the day, I really have no pity for multi-billion dollar companies losing out on a few hundred dollars. Please don’t deploy the shady tactics with independent venues or promoters. Wherever possible, don’t put honest, hardworking people in bad positions.

This industry desperately needs those who advocate for artists (managers, agents, promoters), to double down on doing their part. This industry desperately needs the multi-billion dollar companies to stop charging insane ticket fees on top of merchandise fees and promoter fees on top of venue fees.

If you’re an artist staying quiet, I encourage you to speak up.

If you’re being loud, get louder.

Channeling your creativity and self expression through songwriting takes appreciation and acceptance of a process that is hard to fully comprehend.

Songwriting is a mystery to most, even those who do it regularly. I have heard artists describe melodies or lyrics coming to them seemingly out of nowhere. The simplest way I can think to describe it is that songwriting is the manifestation of ideas, thoughts and feelings through an artist.

There are stories as old as time that follow similar patterns and archetypes. This is because everyone living in our universe is having a shared experience. Collective consciousness is defined as a set of shared beliefs, ideas, and moral attitudes which operate as a unifying force within society. I believe music captures this collective consciousness and it’s the reason we all connect and as Tom Petty said, heal and communicate, through music. This is why some describe concerts as a ‘religious’ experience. There’s something deeper.

Now, to pull it back from the deep and abstract descriptions, I want to focus on three pillars of channeling creativity and self expression: awareness, empathy, and detachment.

Awareness

In quoting one of the greatest songwriters of modern times, I also wanted to quote one of the greatest producers. Below is an excerpt from Rick Rubin’s “The Creative Act: A Way of Being”:

“The gift of awareness allows us to notice what’s going on around and inside ourselves in the present moment. And to do so without attachment or involvement. We may observe bodily sensations, passing thoughts and feelings, sounds or visual cues, smells and tastes.

[…] We can expand our awareness and narrow it, experience it with our eyes open or closed. We can quiet our inside so we can perceive more on the outside, or quiet the outside so we can notice more of what’s happening inside.

We can zoom in on something so closely it loses the features that make it what it appears to be, or zoom so far out it seems like something entirely new. ”

The key to awareness is clearing your mind. John Feldmann told me he would spend hours on his Vespa riding all over LA and this is where some of his best ideas or guitar riffs would come from. Many artists benefit from meditation, yoga, or working out. Whatever you need to do to clear your mind; do it.

Your primary goal is escaping the noise and distraction of everyday life. Take a break from social media or reading the news. Turn your phone off and go for a hike. Go for a late night drive with the windows down. If your environment is distracting or you have a lot going on in life you may benefit from changing locations entirely - take a weekend vacation to a nearby city.

Sitting in the studio may be the most convenient place to think of new ideas, but inspiration can strike anywhere. One strategy for still capturing these ideas while being away from your instrument or your recording equipment is to carry a small notebook with you or to hum a riff or melody into a voice memo on your phone.

Empathy

Empathy is truly placing yourself in someone else’s shoes. When you are looking for inspiration it can be helpful to explore other creative works such as a movie, tv show or even a theatrical play. Once you establish the ability to be aware and simply observe, you can go a step deeper by deploying empathy.

As you watch a movie, try to channel the main characters emotions and understand their decision making. Think about what their wildest dreams might look like and what their worst fears may feel like.

If you’re looking for a more personal approach, think of a close friend or family member. Recall the happiest memory you have with them or perhaps a tragedy that has impacted them. Write down a list of words or phrases attached to the feelings or thoughts you think they may have experienced. Describe the story in just 3-4 sentences. You now have the basis for a new song.

Looking to go a step deeper? Try this exercise with yourself. Chances are you have already done this, perhaps without even knowing it.

Music can be a form of therapy. When processing these memories or emotions, especially when they feel heavy, remember to have patience and compassion for yourself. Even processing someone else’s experiences can be a draining experience. Let the emotions flow freely, don’t filter them or push back, but also give yourself time to recoup after diving in deep.

Detachment

What may seem like a reversal, our third and final pillar of channeling creativity and self expression is detachment. When channeling awareness, our goal is to be the observer and to not get too involved. Allowing yourself to remain in the moment takes a level of detachment.

When we get attached to ideas, feelings or even objects, we can lose our primary focus. Have you ever grown attached to an item that you lost? What about an intro that got cut for a demo or a song that doesn’t make the record? Maybe it’s a guitar that you track all your songs on or a lucky mic that you left at home. Take a step back and remember that art is best when it flows freely.

When ideas are being generated in the studio or critiques are being given, remember not to take anything personally. This is remaining detached. A judgement of a drum fill or a bass riff is not a judgement of you. Everyone is collectively in pursuit of the best idea, not your idea.

How can artists boost their creativity?

Artists can boost their creativity by writing regularly. One exercise is commonly referred to as a song a day. This exercise involves create a whole or partial song each day and recording a demo. This can be a verse, chorus and bridge or you can write the whole thing front to back.

Another element that can and should be incorporated is co-writing. The best producers are often great songwriters so you will often find yourself co-writing in the studio, but remember to get together with other songwriters outside the studio. Don’t write with the sole intention of putting the song on a record, use co-writing as a means of exploring new ideas.

Try writing in the style of another artist or band. Remember to imitate, not copy. Chord progressions cannot be copyrighted, so you can take the chord progression from one song and write a new chorus over. If you are doing this, it can help to change the key of the song to keep yourself from falling into patterns of the original song.

Ultimately, you want to learn how to never run out of new ideas. Remaining aware, deploying empathy and remaining detached can allow you to jump from one idea to another.

Thank you for subscribing to the blog. This podcast is now available in audio & video formats. Here’s the audio format and you can watch the video format here: bit.ly/3kC6sAs

It's taken a lot of work to get my video & audio editing skills up to par, but I'm proud of the fact that this is entirely self produced.

To reiterate, Your Band is a Brand is a podcast established to bring bands, brands & businesses together to help independent artists grow their business in the music industry.

As many of you know, I'm a big advocate for independent artists and unsigned acts. Hoping to inspire people through conversations with people inside and outside the music industry on how to run a great business.

If you have a topic you’d like to see covered, or you’re interested in being a guest, please feel free to contact me at david@yourbandisabrand.com

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Your band is a brand.

Your ability to run a business has a bigger impact on your odds of success than your talent does. Your music is your product though, so don’t think you can cut corners. Even the best business can’t sell a subpar product.

It’s time to think of your band as a business. You are the founder of a startup. You are starting from zero and working to create something valuable that people will pay money for.

It will be hard, but it will be worth it.

Your Band is a Brand is a blog & podcast established to bring bands, brands and businesses together to help independent artists grow and scale their business in the music industry.

My name is David and over the past ten years I have played various roles in the music industry including touring musician, artist manager, tour manager, marketing director, concert promoter & more. I work with small businesses and entrepreneurs everyday to build their brand, grow their reach and ultimately, drive revenue.

My goal is to leave readers & listeners informed and inspired by the stories and strategies shared by our guests. I’m also going to share my experiences and speak to those of you who are looking to pursue music as a full time career.

I will be speaking to a variety of professionals inside and outside of the music industry to provide insight on what I believe to be the 6 core principles to growing a band as a business:

1. Writing & Recording Great Songs

What makes a great song is subjective. Although there are important steps you can take to make sure you are set up for success.

Find a great producer. Start with someone within your budget, but do not sacrifice quality for quantity.

Being prepared with lots of ideas and being well rehearsed will save you time and money. Expect to pay anywhere from $500-$1,000 for a quality recorded song. If you are starting with no budget, reach out to the local recording school and see if their students are looking for bands to record.

Co-write with other artists. Writing with others is the best way to sharpen your skills and learn new writing strategies. When you’re in the studio, remember that you’re looking for the best idea, not your idea.

Write a lot. There’s no way around it, you will need to write a lot of songs to find your best songs. Stay inspired by experimenting with different sounds and styles early on.

Try using writing exercises both written and musically. Write the verse first, write the chorus first, take a song you’ve written and try to re-write it. Write a story and then create the lyrics from the story. Make a list of words or phrases related to the idea or feeling you’re trying to capture. Find a song you love and let it influence your next song. Imitate, don’t copy!

2. Designing and marketing your brand.

How do people feel when they listen to your music? What themes can be found within your music or lyrics?

Developing a brand can be hard. Coming up with a band name is your first hurdle. If you’ve found a good one, consider yourself lucky. Creating album art that unites a collection of songs is easier said than done. I encourage you to have multiple logos designed. Don’t just go with the first one and don’t let a tight budget be the reason you use a bad logo for the next year or more.

We will talk with branding professionals from designers to publicists about how create a product that looks great and accurately reflects the brand you are looking to create. Hear from advertisers and product marketing teams about the strategies they use reach new audiences and drive revenue.

3. Building the Right Team

You will want to find a manager, a marketer, and an agent; in that order. An effective manager should be able to help you find the other two people.

For the first 6-12 months you may not need a manager. Learn basic marketing skills and how to book your own shows. Take this time to create your vision and set your goals. Once you find a manager they should help you create a business plan to accomplish these goals.

An artist manager should be focused on increasing your revenue and seeking out opportunities for bigger, better shows. Managers will typically be paid on a 10-15% commission - avoid paying a retainer.

As you build your team, remember that this is your business. Only hire people you can trust representing your brand. Much more on this later!

4. Playing Bigger Shows

When I started a band I would visualize a large venue full of people having a great time. I would think about how it would feel to be on stage enjoying the shared experience with my bandmates and the audience.

Wether your goal is to play for thousands of people at a music festival or a hundred people at your local dive bar, take time to picture it in your mind. Think about what your definition of success is. What will it look like? What will it feel like?

We’ll discuss how to make this vision a reality. Your goal should be to make genuine connections with local venues, promoters and other bands. If you want promoters to give you bigger opportunities with national acts, you will need to learn how to build a local audience and find creative ways to get people to your show.

Get engaged in your local music scene to build support, deliver a great performance, and above all, be consistent! Be punctual, respectful and give your fans a positive experience.

5. Getting Your Show on the Road

Prior to the adoption of streaming, touring was the best way to build an audience. It’s a dream for many bands and still a great way to grow your fanbase, but now, you need to build the audience before you tour.

Many agents won’t sign a band without a fanbase and landing an agent is the best way to get your show on the road. With that said, you may need to take action into your own hands. When I started out, I learned how to book tours by watching Youtube videos and listening to podcasts. You can do it too and I want to help!

First, you want to make sure you can sell out a show in your hometown. Start playing shows regionally and build relationships with bands in those markets. (If you’re in PHX, go play LA, SLC and Denver before you try and hit the east coast)

We’ll talk with bands who have had success in becoming a touring artist, tour managers with great advice for running a business on the road and booking agents on what they look for in a client.

6. Selling Merchandise

Merchandise is the secret to success when it comes to making money as an artist. We’ll explore building other sources of revenue, but this should be your focus early on when royalties and performance fees are relatively low.

If you have 1,000 dedicated fans that will spend $100 on merch each year, that is $100,000.

Listeners can expect to hear from industry professionals on how to level up your merch game. Learn about the best e-commerce platforms to use, how to print on-demand with dropshipping, and how to leverage your profit margins & cash flow.

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Subscribe to the newsletter below to learn how to make money doing what you love by growing your band as a business and creating a brand you can be proud of.