Every date is a marketing event. Every city is a content opportunity.
Every audience is future leverage.

If you’re only promoting ticket sales, you’re thinking too small.

Here’s how to build momentum across the entire run — not just push flyers into the wind.

1️⃣ Anchor the Tour With a Strong Press Release

Purpose: Establish authority and clarity.

Your press release should:

• Announce the full run (or strategic legs)

• Clarify demographic fit

• Highlight past demand

• Include ticket links

• Include media contact details

This becomes the blueprint for:

• Local press outreach

• Venue newsletters

• Sponsor decks

• Booking portal positioning

Without this, everything feels fragmented.

2️⃣ Distribute Smart — Not Wide

Purpose: Target relevance.

Instead of blasting everywhere, identify:

• Local arts journalists

• Venue-aligned blogs

• Community newspapers

• Industry newsletters

Each city, town, region has its own micro-media ecosystem. Tap into it.

3️⃣ Secure Local Press Interviews

Purpose: Borrow local credibility.

In every tour stop:

• Line up one local press feature

• Provide tailored talking points

• Reference the city directly

Local relevance drives local turnout. Promoters notice artists who support the room.

4️⃣ Appear on Radio and Podcasts

Purpose: Reach engaged audiences.

Target:

• Community radio

• Genre-specific shows

• Local culture podcasts

Offer:

• Live acoustic performances

• Exclusive insights

• Ticket giveaways

Audio builds intimacy. Intimacy sells tickets.

5️⃣ Run Targeted Social Media Ads (Geo-Fenced)

Purpose: Precision marketing.

Instead of generic boosting:

• Target within 30–50km of venue

• Filter by artist affinity

• Retarget website visitors

• Use video clips with crowd energy

Measure conversions, not likes. Promoters respect artists who understand digital ROI.

6️⃣ Collaborate With Local Influencers

Purpose: Tap into existing trust networks.

In each city:

• Partner with a niche influencer

• Offer guest passes

• Create cross-content

Choose alignment over follower count. Authenticity outperforms vanity metrics.

7️⃣ Host Fan Meet-and-Greets

Purpose: Build loyalty.

Offer:

• VIP upgrade packages

• Post-show signings

• Limited backstage passes

Make them structured. Timed. Professional. Memorable experiences create repeat attendance.

8️⃣ Launch a Pre-Show Social Countdown

Purpose: Create urgency.

Start 10 days out:

• Daily clips

• Soundcheck teasers

• Venue shout-outs

• Countdown graphics

Momentum builds when anticipation builds.

9️⃣ Do Social Media Takeovers

Purpose: Access the venue’s audience.

Coordinate with:

• Venue accounts

• Local radio pages

• Partner brands

Behind-the-scenes access humanises the tour.

🔟 Document the Tour (Vlogging & BTS)

Purpose: Extend the lifespan of the run.

Capture:

• Travel moments

• Soundcheck

• Crowd reactions

• Post-show wrap-ups

This content becomes:

• Future promo

• Sponsor assets

• Booking leverage

A tour documented well markets the next one.

1️⃣1️⃣ Activate a Street Team

Purpose: Physical visibility.

Deploy:

• Posters in key hospitality venues

• QR codes linked to tickets

• Local ambassador shout-outs

Digital reach + physical presence = stronger recall.

1️⃣2️⃣ Run Ticket Giveaways Strategically

Purpose: Boost reach without discounting value.

Partner with:

• Radio stations

• Influencers

• Local businesses

Always capture data:

• Email addresses

• Social follows

A giveaway should build your database.

1️⃣3️⃣ Offer Exclusive Merch Per Tour Stop

Purpose: Increase per-head revenue.

Ideas:

• City-specific tees

• Limited-edition posters

• Signed vinyl

Scarcity drives purchase behaviour. Merch is margin.

1️⃣4️⃣ Collaborate With Local Businesses

Purpose: Community integration.

Partner with:

• Breweries

• Cafés

• Clothing stores

• Tattoo studios

Create:

• Pre-show drink specials

• Cross-promoted giveaways

• In-store mini-performances

This embeds you in the local economy. Venues value artists who drive foot traffic beyond the stage.

1️⃣5️⃣ Post-Show Social Engagement

Purpose: Convert attendance into momentum.

Within 24 hours:

• Post crowd shots

• Tag venue

• Thank the city

• Share fan videos

• Tease the next stop

This signals energy and growth. Momentum visible online increases booking leverage.

The Strategic Layer

A tour marketed properly does three things simultaneously:

1. Sells current tickets

2. Builds future leverage

3. Strengthens your positioning inside booking portals and marketplaces

Promoters and industry decision-makers look for:

• Audience pull

• Professional presentation

• Commercial predictability

• Visible momentum

When each tour stop feeds the next, your positioning compounds.

Final Thought

A tour is not travel. It’s narrative. If you treat each city like an activation point — not just a gig — you don’t just perform. You expand your footprint.

And footprint, in this industry, is leverage.

Written by Nichola Burton. I work in partnership with Agents, Artist Managers and Event Producers, who juggle a diverse range of relationships in the Musoverse, to curate, manage and measure data in systems, experience, creative and content to support the entire Musoverse operation in my enterprise A Little Pitchy Copyright 2026

“No one is going to give you a map. You have to make your own path.” (Rolling Stone, 2014)

In this market, the artists who stay busy are the ones who proactively carving their own pathways. And we love this!

It’s 2025. Venues are cautious with budgets. Audiences have choices. Costs are up everywhere. So the pros are doing the work creating routes, relationships, and reputations.

And you can too.

Instead of just wanting to play the pub down the street, maybe start thinking like a small business owner planning new distribution channels by mapping your region and getting to know new terrain.

✅ What towns or suburbs are within 2 hours’ drive?
✅ Where are the next major regional centres?
✅ What are their local economies like?
✅ How many venues book live music regularly?
✅ What nights do they typically run music?

Make a map. Literally.Pin the venues. Research their social media. Look at their lineups.See who they book, when, for how much. Knowledge isn’t just power—it’s money.

And it’s not abstract. The Australia Council’s 2023 Domestic Touring Research shows 70% of regional venues report strong demand for live acts post-COVID.

These venues want music. They just want you to turn up prepared.
(Australia Council for the Arts, 2023)

Amanda Palmer nailed this when she talks on how to build relationships with the market:

“The only thing that works is making your own scene. Don’t wait for the gatekeepers.” (The Art of Asking, 2014)

House Bookers are attracted to acts they know and trust.

✅ Visit the venues. Buy a drink. Watch a set.
✅ Introduce yourself to the House Bookers respectfully.
✅ Show genuine interest in the Venue business.
✅ Don’t launch into a sales pitch immediately.
✅ Ask questions about what they want from artists.

This isn’t hustling. It’s about building better business for everyone - the local community, local artists, the house bookers and the local bars and clubs. It's about an offer to partner on creating something new together.

Start here to plan Weekenders and Mini Tours:

✅ Pick a cluster of towns or suburbs that make sense.
✅ Avoid huge backtracking (fuel is money).
✅ Make sure the nights you pick are realistic (Thursday–Saturday is classic).
✅ Negotiate with multiple House Bookers at once.

A Friday in Town A + Saturday in Town B = a weekend tour. Small? Yes.But sustainable.And repeatable.

Next step is to know your costs before you agree to anything:

✅ Fuel or car hire.
✅ Accommodation (can you share? Stay with mates?).
✅ Food.
✅ Band wages.
✅ Equipment maintenance.

Build these into your fee structure. If you’re not making money (or at least breaking even with a plan to profit over time), you’re not touring—you’re bleeding.

Marketing across the region, towns, communities and local businesses is key:

✅ Have a social media schedule.
✅ Post about upcoming shows in each town.
✅ Run local Facebook/Instagram ads if you can.
✅ Engage with local community groups online.
✅ Offer local media an interview or a story.

Give locals something different to look forward to! They’ll show up. :-)

APRA AMCOS’ Live Music Report 2023 underlines this perfectly:

“Regional and suburban gigs are outpacing inner-city growth post-pandemic, with venues investing in local and touring talent to drive community engagement and F&B revenue.”
(APRA AMCOS, 2023)

There’s demand. Meet it. 🙂

Leverage local Media and Community Pages. Offer regional journalists something interesting to talk about!

✅ Local newspapers love a touring artist angle.
✅ Community radio is accessible and often free.
✅ Facebook groups are full of locals looking for things to do.

Craft a simple, compelling pitch to invite the local community along.

When you do this right, something magical happens:

✅ Bookers start contacting you.
✅ You develop loyal followings in multiple towns.
✅ You command higher fees because you’re a known quantity.
✅ You become the safe bet for Venues and Promoters.

You’re not waiting to be “found.” You’re proving you’re worth booking.

Henry Rollins says it best:

“Don’t wait for permission. Just go. The only way to get there is to start driving.” (Henry Rollins spoken word)

Literally and metaphorically.

And this isn’t just rock’n’roll philosophy.

The Australian Live Music Census 2023 shows touring circuits aren’t just for artists—they’re vital for the venues, communities, and economies that host them.

“Touring circuits in regional Australia contribute significantly to local economies—direct and indirect spending, hospitality recovery, tourism.”
(Live Music Office, 2023)

When you build your circuit, you’re not just helping yourself.

You’re fuelling local hospitality. You’re helping these towns recover.

You’re creating a culture that sustains everyone.

Australia needs live music to thrive. Regional venues seek out Music Brands who can move their patrons, fill rooms and bring something a little extra to their patrons and customers.

Not going to lie - building a touring circuit is hard work. It’s unglamorous. It’s strategic. It’s a grind. But it’s also the path to independence, sustainability, and respect in the industry. You’re not waiting to be discovered. You’re proving you’re worth discovering. So get out the map. Do the work. And make it happen.

SOURCES CITED

• Australia Council Domestic Touring Research 2023 https://creative.gov.au/research/domestic-touring-research-2023/
  
  

• APRA AMCOS Live Music Report 2023 https://www.apraamcos.com.au/about/supporting-the-industry/research

• Australian Live Music Census 2023 https://livemusicoffice.com.au/research/

Written by Nichola Burton. I work in partnership with Agents, Artist Managers and Event Producers, who juggle a diverse range of relationships in the Musoverse, to curate, manage and measure data in systems, experience, creative and content to support the entire Musoverse operation in my enterprise A Little Pitchy Copyright 2025

So, What Exactly Is an Artist Rider?

In the simplest terms, an artist rider is your wishlist. It's a document outlining all the essential stuff you need to perform your best. Think of it as your professional shopping list, except instead of groceries, it covers technical gear, travel, hospitality, and even venue marketing needs. Riders generally fall into two categories: technical riders and hospitality riders.

Now, here’s the kicker: while some items are non-negotiable (hello, working microphones!), not everything you ask for will be set in stone. Venues, especially for smaller gigs or last-minute corporate events, will want to negotiate, so it’s good to be flexible where you can be.

Why You Need One (and Why We Need it on File!)

Imagine you’re booked for a corporate gig, and everything’s arranged last minute. What do they need to know? Simple—your rider is your communication tool. How many flights do you need? What’s your backline setup? Do you need a private room to zen out pre-show? The more detail you provide, the easier it is for the booker to quote and organize exactly what you need without any nasty surprises on show day.

Big Names, Bigger Riders

Let’s face it, if you’re Beyoncé, you probably have a rider longer than your last tour setlist. Big, international acts often have more extensive riders, and for good reason. They’re working on a massive scale, and their performances demand a certain level of production. But that doesn’t mean your regional gig needs a 50-foot stage and pyrotechnics (unless that’s your thing).

For most artists, riders should be tailored to the specific type of event. An arena tour will have wildly different needs than a small club or corporate event. It’s all about balance—what you need vs. what’s practical for the venue.

What Might Be in Your Rider?

Let’s break it down:

• Stage and lighting requirements: This covers the size, shape, and lighting design. If you need mood lighting or a disco ball, this is where you say so.

• Sound system: How many speakers? What kind of monitors? You need to hear yourself, and your audience needs to hear you—loud and clear.

• Dressing room/hospitality: Whether you need a quiet room to chill, a shower, or a fruit platter (vegan, gluten-free, of course), don’t be shy—this is your space to request it.

• Backline: Not lugging your drum kit around? Make sure the venue knows exactly what instruments and gear need to be provided.

• Accomodation and/or Flights: How many rooms? How many flights? Baggage including instruments.

• Tech stuff: Power supply, internet access, screens, and more. This is the backbone of a successful show—don’t leave it to chance.

Real Talk: Rider Requests from the Stars

• Madonna: White drapes, white flowers, juice bar... clearly the Queen of Pop likes her space clean and serene.

• Beyoncé: Private entrance, kitchen stocked to perfection—because Queen B deserves nothing less.

• AC/DC: Rock royalty here, so expect all things technical—sound, lighting, and pyrotechnics are their jam.

• Taylor Swift: A mix of tech specs and hospitality—everything from sound system details to a solid snack spread to keep her fueled.

Let’s Make It Crystal Clear

At the end of the day, your rider is all about communication—setting the stage (literally) for a smooth show. But remember, compromise is key, especially if your rider is being used for different event types. What's cool for an arena tour might be over the top for a smaller, more intimate gig. Just make sure everything is in writing so there's no room for misunderstandings.

In summary? Your rider is the tool that lets you put on the best show possible. So be clear, be reasonable, and remember: this is all part of making sure you and the venue are on the same page—whether you’re playing a stadium or a cozy bar down the road.

To give you a little push, feel free to download our free Rider Sample by clicking here

Written by Nichola Burton. I work in partnership with Agents, Artist Managers and Event Producers, who juggle a diverse  range of relationships in the Musoverse, to curate, manage and measure data in systems, experience, creative and content to support the entire Musoverse operation in my enterprise A Little Pitchy Copyright 2024

Thanks for reading The Musoverse ! Subscribe for free to receive new posts and support my work.

What is the reason for going on the road in the first place? Are you promoting a release? Are you raising money for a charity? Are you on a personal mission to perform in as many places as you can in one month? Or are you just wanting to build your chops and your reach? For whatever reason you are going on the road make sure you have a clear strategy in place to promote and leverage it. For many artists there will not be a luxury transport option nor will there be a dependable Tour Manager to handle everything.

Nine times out of Ten, once the gigs are booked and the publicity campaign strategy is in place, you will be handling everything yourself. This guide will help you get prepared.

Be Gig Ready

So going on the road should be free and easy. You can just wing it right? Well I guess you could try but thinking like that will keep your business and your act very small and local and reactive. It takes much preparation to set up a Road Trip of any consequence. It will cost you in every area of your life. So to maximize the experience and minimize the cost, be Gig Ready!

The first place to start is to set up your Artist Riders. These are the business documents that every professional artist uses to communicate to the Promoter, the Agent, the Venue, and the Publicist –in fact anyone involved at any level of your Road Trip gigs.

This is where you very clearly demonstrate everything that you will be delivering PLUS note everything that you will need. Your circumstances are always changing so if you update these documents every three months you can ensure that all the information you provide is accurate. Keep these documents clean professional looking and bureau friendly.

With the information in these Riders, it is much simpler for your various Road Trip stakeholders tosupport every one of your gigs.  Here is a basic Riders list below:

• Crew List – Full Names, Mobiles, Positions for every single person involved in your Road Trip

• Hospitality

• Technical – Production, Backline, Input List, Stage Plot, Production and Staging Requirements

• Accommodation

• Air Fare including Excess Baggage

• OHS including Copy of current Public Liability Insurance Certificate and Work Method Statement

• Digital – High Resolution Press Shot, Road Trip Presser, Website, SM Links, Tour Campaign outline and Tour One Sheet

  

  Be Gig Fit

  To survive your Road Trip, you need to create and maintain a Health and Fitness regime for your Band.  Check out our guide by clicking here. It is designed to start you on the road to creating a health and fitness regime specifically for you and your act so you can get the most out of your voice and energy and ultimately your business.

Time Management

For some people the prospect of working in the Music Industry is extremely attractive as it appears like you get to be creative and free to just go with the flow and not be constrained by the restrictions that normal business has. Going on a Road Trip takes you out of your home comfort zone and puts you into the time zone of a whole new revolving door set of networks, stakeholders and communities. You will not survive this trip without a very clear Time Management structure.

To even commence a project like this you must be able to sit down with your Agent with your calendar and your calculator and coordinate a variety of moving parts into one single tour. To book gigs on a tour it takes much logistical skill to engineer the metrics of driving time, inclement weather, transport challenges, interview schedules, box office, stage, production, support bands, accommodation etc.

Once you have your plan in place you need to factor in a decent two hours each day for contingencies. Who will manage this? Who will oversee each day’s activities to stay on track and meet each daily schedule benchmark?

It won’t happen by itself and many bands have broken up because of long steaming resentment by that one reliable steadfast band member who typically looks after Time Management for years and struggles to get everyone else to understand how important it is. It totally sucks being that person so I suggest you roster this position amongst the entire band. Yes you all have your strengths and weaknesses but you need to manage and value your time to not only survive but thrive in your music business. So don’t burn one person to look after this. Share the responsibility and let the mutually agreed schedule do all the heavy lifting.

Do Your Homework

Don’t waste the massive fuel cost and do your homework before you hit the road. I’ve heard many people say over the years “Oh we are just going to make it up as we go along and see what the road brings to us.” And typically those people return from the road substantially poorer, rather beaten and exhausted.

These days you have access to all the information you need on line, so do your homework.

Check out the local radio station, the local hang outs and the local community centres to find out what people are doing. Know what is happening in the region by checking out the Shire Council website and local newspaper and magazines. What is a massive challenge for the local community at the moment? Which local charity or community group needs a bit of additional assistance? Are there any local schools? Do they have a choir who would love to perform with you guys on a Saturday in a local park? Talk to the music teacher. Is there a local Music Shop? See if you can do a free unplugged set at the store and promote their products. Gyms? Ask if you can email them a flyer to put up on their notice board or ad on their website. Offer a discount for members. Talk to the venue and find out what the demographic is and what type of music they like. Talk to any local bands that play there regularly. Connect with the locals, get into THEIR groove and create a party event they will never forget.

Working with(out) a Net

Networking is key in the music business no more so than when you are on the road. Your Tour Team needs to work together as one organism all working towards the same end goal. The bottom line for everyone is to create an opportunity for fans to buy tickets to your shows, hang out in the venues to eat, drink and be merry while they are there. That’s what your live show is – an opportunity for people to connect and celebrate. So get to know everyone on your Tour Team from the Support Bands to the Production Crew to the Promoters and Venue Managers and Staff to the local Music Shops, local businesses, community, media and fans. The pit is quite literally bottomless when it comes to concepts and ideas that you can create to bring people together.

Get to know the band that will be opening for you. Offer to help them get a gig in your city, and offer to open for them when they do. Ask them to help you promote the show (put up posters, etc.) and let them know you’ll return the favour when they come down to your city. It’s great to have a network of “sister bands.” You always have a place to stay and friendly people to hang with. They enjoy the same benefit when they visit your town. 

• Create Band Nights

• Support a Local Cause

• Share the Cost of Publicity

• Build a Culture Together

• Symbiotic Sales Teams – recommend instruments from a Music Store in exchange for their recommendation to customers to buy your tickets and CDs.

Everyone on your Tour Team is focused on reaching as many people as possible.

• Allocate a generous slice of Tickets, CDs and Merchandise for Giveaways.

• Get to know the locals around all your gigs and tours. Make friends, offer to do a free song or have a live chat in air to giveaway branded CDS, Tickets and Merch

• Visit Local Music Stores

• Visit Local TV, Print, Radio stations and offer interviews. Give them something to talk about.

• Research the Local Fan Hang Outs in advance and make an Appearance

• Contact Local Schools and offer to give a talk to the students about your experience in the Music Industry.

Houston We Have A Problem

What could possibly go wrong on your Road Trip? Anything and everything. So you better be ready for it.

• Start with the Tour Vehicle.  If you’re not renting, make sure to get your van, car, or bus serviced. Check the oil, brakes, tyres and pack a car survival kit just in case. 

• Add RACQ and BOM apps to your phone. Make sure your phone plan has a healthy data connection in the region you are travelling in so you can access Google Maps when you get lost.

• Pack a Tour Kit containing strings, gaff, cables, batteries, mics, picks, sticks, extension leads, power boards, stationary, tape, staples, pens and of course a first aid kit.

  Plan and budget for a Tour Kitty. Have a financial back up with members savings paid into a special tour account to cover unseemly costs. 

  Establish a Band Emergency Plan: Who does what when? Talk about every worst case scenario possible and plan for it with your very own Band Survival Kit. Nominate one member to check in with all venues along the way. Talk about what you will do when whatever happens to you.

• Have a backup plan and be flexible – shit always happens on the road. Be prepared to adjust accordingly. 

Backing Up

We have all done it. The first Road Trip is exciting. You get to hang out with your band mates, travel to new places, play music together and party all night. Sounds like fun right?

Well it can be if you learn how to back up and moderate.

Picture this. You have been driving all day. You finally arrive in the town where you are gigging that night. It takes four hours to load in, set up, sound check and create the stage for the show. You finish just in time to check into the accommodation, shower and change and throw down your dinner. Returning to the venue, you are busy behind the scenes, tuning instruments, creating set lists, checking in with Management, organising your Merch table, monitoring audience numbers via your TM at the Box Office, connecting with fans and building your local community networks. The support act finishes and you are on! Lights, Curtain, Action! The show is energetic, you deal with whatever hiccups occur with the dirty power, the pitchy fold back as the singer loses their voice. Show is over and you connect with your fans at the Merch table, balance the books with the Promoter and TM, pack down and load out. Your next gig is at the next town 300 km away. So after a couple of ales to calm you down while you debrief from the gig, it’s off to bed to prepare for an early start the next day.

Generally there is no time for a hangover or for illness. You find this out pretty quickly when you fail to back up at the next gig. So keep a handle on your ability to back up while you are on the road.

Your gigs depend on it!

Written by Nichola Burton. I work in partnership with Agents, Artist Managers and Event Producers, who juggle a diverse  range of relationships in the Musoverse, to curate, manage and measure data in systems, experience, creative and content to support the entire Musoverse operation in my enterprise A Little Pitchy Copyright 202

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Infogram Courtesy of The Pushworth Group

Assets

• Own the Copyright for all your Images

• Tour Hero Images – Album/Single Cover Photo Size 1mg 3000x 3000 pixel

• Tour Hero Images – Need both Horizontal + Vertical Options Size 1mg 3000x 3000 pixel

• Tour Hero Cover Images is suitable for Magazine Cover 1mg 3000x 3000 pixel

• Biography

• Tour Presser

• Link for Single your are promoting Wave File/MP3

• High Res Logos 3000x 3000 pixel – Vector/.png files

• Social Links

• Style Guide noting Logo Font and Colour Code

Asset Access

• Upload all Assets to Google Drive

• Share link with your Agent, Publicist, Social Media Manager, Promoters

Tour Campaign Check List

• Social Media Manager Plan

• Publicist Plan

• Press Interview Plan

• Assets accessible in Google Drive

• Digital Advertising Booked

• Digital Content Scheduled

• Website Updated - Forms, Auto Responders, Features

• Newsletter Feature

• Tour Events loaded into Facebook

• Digital Gig Guides loaded

• Show Vox Pop - done - uploaded to Google Drive

Written by Nichola Burton. I work in partnership with Agents, Artist Managers and Event Producers, who juggle a diverse  range of relationships in the Musoverse, to curate, manage and measure data in systems, experience, creative and content to support the entire Musoverse operation in my enterprise A Little Pitchy Copyright 2024