Do you have a tour coming up? Let’s talk about some ways that you can promote it.
6 ways to get more out of your tours
First of all, it’s worth remembering that the responsibility for promoting a show doesn’t lie solely with the promoter. Sure they need to be doing their share of the leg work, and a good promoter will always do plenty of online and real life advertising to get the numbers in. But, if you make a bit of time each day to promote the shows then it’s going to benefit everyone involved.
Tour Posters
While you might not be playing huge shows, it’s still important that you do things properly and having a professionally designed tour poster is one of those things that you should invest a few quid into.
Ask around fellow musicians to see if they can recommend anyone who can design a poster for you or tweet a band you like asking who made theirs. That’s how I found Monica who designed this poster for Bad Ideas.
When you email a designer for a quote its worth asking if they’ll knock up a Twitter and Facebook cover photo using the tour poster artwork as well as a standard design otherwise some parts might get cut off.
If you want to go the extra step then you could also have some posters printed up all nice and glossy. Not only can you send these out to promoters / venues for their promotion but if you have a particularly nice design then you might be able to sell a few on your merch table on tour.
Mailing lists
Mailing lists are often forgotten about by bands but they are a direct line with your fan base.
Once you have all the tour dates in place get a newsletter prepared telling your fans about the tour and how excited you are to be ‘on the road again’. Be sure to include ticket links.
Consider sending out the newsletter a day earlier than your official ‘tour announcement’ as a way to reward the fans that have joined your mailing list. It’s a small gesture which can build loyalty and show you appreciate their support.
Concert listings
Concert tracking apps Songkick and Bandsintown have millions of users who sign up for ‘pings’ when their favourite bands are touring nearby. So make sure you have all your tour dates uploaded and scheduled for announcement so fans can hear about the show. Both platforms also have some integration with Spotify, Bandcamp, SoundCloud, Deezer and YouTube to some extent so it’s certainly worth doing.
Press Releases
Without giving you the hard sell, press releases are something that we specialise in and that we recommend to bands every time they announce a tour.
A press release will include plenty of information about your tour and will be sent out to online music websites & physical magazines in the hope that they’ll write about it. It serves a dual purpose as we’ll also ask some of their writers to come along to conduct an interview or review your set.
Press Invites
Making a tour successful for your band involves not only hard work before you leave but also while you’re on the road. In an ideal world you should be taking plenty of photos for Instagram, making funny videos for Facebook and sharing general nonsense on Twitter.
You also should be making the most of the fact you’re travelling around the country. While there might not be all that many music journalists and radio DJ’s in your hometown of Boston there’s plenty in say Manchester, London, Glasgow or Berlin, right?
Track them down, invite them to a show or see if you can arrange an interview and once they say yes make note in your tour itinerary so you can remember to put them on the guestlist!
Facebook Adverts
Much to the annoyance of many-a-musician Facebook is very much a ‘pay-to-play’ platform these days and that means that you need to be using their advertising features to get your voice heard.
As bad as this is for your pocket in the short term, it can benefit you in the long run. You can target both fans and yet to be converted fans in specific areas (the places you’re playing!) to make sure they know that you’re coming to their town.
I’ll probably write a short guide on using Facebook adverts to promote your band at some point in the future but if you have any burning questions then shoot me an email at [email protected] and I’ll be happy to help.
THE KEY TAKE-AWAYS:
- It's your job to promote the show too - Get a tour poster made and have a few versions tailored for social media covers - Send physical posters to venues and sell the leftovers - Don't neglect your mailing list and let them know tour dates before anyone else - Upload tour dates to concert tracking apps (Songkick / Bandsintown) - Send out a press release - Invite DJ's and music journalists to shows - stay busy! - Maintain an active presence on social media while on tour! - Facebook is 'pay to play' make the most of its advertising features!










