A successful tour involves considerable planning and organisation.
Use this checklist if you are intending to plan a series of gigs, or a small tour.
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Checklist for a small tour |
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Prepare a full itinerary which includes:
Details on each venue, including address, phone and directions.
Fee and ticket details .
Phone numbers of all band members and management.
Dates and times of each gig, including sound check and ‘on stage’ time.
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Work out your costs
Petrol/diesel .
Van hire.
Accommodation.
Sound system and lights.
Staff costs.
Subsistence (meals and drinks).
How many tickets do you need to sell to break even?
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Plan a media blast for each date
Research local media – local papers, newsletters, websites and radio stations.
Prepare a press release.
Send tickets and demo tapes wherever possible.
Prepare a response form for media who may attend the gig.
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Merchandising
Can you make money from merchandising?
A whole range of items from posters to shirts can provide a substantial income for the touring artist. The management and artist may make arrangements with companies to manufacture and organise the selling of such goods. It is estimated that the average person may spend between £3 and £8 at a major gig. In terms of a major 8,000-seater event this could turn over a potential £60,000 income. Even if you are playing to a few dozen people, you may be able to sell them something – tapes, CD’s and T-shirts are the most common.
Under a merchandising agreement, the artist could expect to earn at least a quarter of retail sales in the UK and more in the USA. The merchandising company may have to pay substantial advances to the artist as an enticement on a large tour and terms of contract would include the approval of all merchandising by the band before manufacture and sale to fans.
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