The Authentic Road to Building a Loyal Fanbase as a Touring Musician

In today’s music industry, building a loyal fanbase is about more than just viral content and playing to the algorithm. For touring musicians, it’s about authenticity, connection, and adding real value to your listeners’ lives. If you're tired of chasing fleeting attention and ready to cultivate genuine fans who will stick around for the long haul, here are strategies to help you stand out and build a community that lasts.

1. Sell What You Believe In

First things first: authenticity is everything. Your music, merch, and even your social media presence need to reflect what you genuinely care about. Fans can tell when you're being real versus when you're selling something just for the paycheck. Promote and create products that you’re proud of. If you're excited about a new track, let that passion shine through. If you believe in a piece of merch, talk about why it's meaningful to you. Authenticity builds trust, and trust turns casual listeners into dedicated fans.

2. Focus on Connection Over Reach

It’s easy to get caught up in numbers: likes, views, follows. But true fan loyalty isn't measured in metrics. Instead of trying to reach millions with every post, focus on creating meaningful connections with the people already engaging with you.

One powerful tactic is to personalize your outreach. If someone comments on your post or sends you a DM, take the time to reply thoughtfully. Consider going a step further by sending personalized videos or voice messages to new followers or top supporters. This simple act of recognition can turn a casual fan into a dedicated advocate who shares your music with their friends and followers.

3. Give More Than You Take

Fans appreciate artists who give back. Think about how you can offer exclusive or unique experiences that go beyond the norm. For example:

• Exclusive Content: Share unreleased songs with your most engaged fans or your mailing list first.

• Merch Giveaways: Send a free piece of merch to a fan who has been consistently supporting you.

• VIP Experiences: At your shows, consider offering meet-and-greet opportunities or exclusive acoustic sets for your top fans.

These actions might feel small, but they create big emotional impacts. Fans who feel valued are more likely to promote your music and stick with you through your career.

4. Use Live Streams to Create Community

Live streaming is an underused tool for many touring musicians. Go beyond just performing songs. Use live streams to share stories from the road, talk about the meaning behind your music, or even have casual Q&A sessions. This creates a sense of intimacy and community with your audience.

Invite your fans into your world. Show them behind-the-scenes moments that make them feel like they’re part of your journey. When fans feel connected to your story, they become more invested in your success.

5. Don’t Overlook the Power of "One"

While it’s tempting to focus on scaling up and reaching thousands, never underestimate the power of winning over one fan at a time. Personal outreach, small acts of gratitude, and even just remembering a fan’s name can make a lasting impression.

Imagine giving a dedicated fan early access to a song or personally inviting them to a show. These gestures can turn one-time listeners into lifelong fans who tell others about you. When one fan feels valued, they're likely to bring others into your orbit.

6. Leverage Your Tours for Deeper Engagement

While touring, create moments that deepen your bond with fans. This can be as simple as hanging out after a show to chat, signing merchandise, or hosting an impromptu acoustic set in a local park. Not only will this leave a lasting impression, but it will also make fans more likely to share their experiences, growing your reach through word-of-mouth. Remember when you first started out, and every invitation to your shows was one to one. It started with friends, family, classmates, co-workers, and eventually someone they brought along that really liked your music, and then you started to invite that person. 

7. Embrace a Long-Term Vision

Building a loyal fanbase is a marathon, not a sprint. It requires consistent effort and a genuine desire to connect. Focus on creating music and experiences that resonate deeply, and be willing to adapt and grow with your audience over time.

It's easy to look for shortcuts or quick wins, but the most successful touring musicians are those who invest in their community. They’re the ones who show up, who listen, and who care.

Final Thoughts

If you're ready to go beyond algorithms and vanity metrics, it’s time to double down on connection. Be authentic, be generous, and focus on the power of one-to-one relationships. Build trust by showing that you care, and you'll not only grow your fanbase but create a loyal community that stays with you through every stage of your musical journey.

Remember: It's not about reaching everyone. It's about reaching the right ones, and treating them like gold when you do.

Learn about the business side of touring, and come join us at Making It Academy: https://www.patreon.com/c/makingitacademy

How to Become a Concert Promoter in 2025: Key Skills, Tools, and Strategies for Success

The live music industry is thriving in 2025, offering exciting opportunities for aspiring concert promoters. However, breaking into this competitive field requires networking, skills, and a deep understanding of how the industry operates. Whether you're just starting or looking to grow, this guide will walk you through the essentials of becoming a concert promoter, including key job requirements, tools, and insider tips.

Before you begin, it’s also very important to understand “How Shows Get Booked.” Here is a tutorial on the entire booking process from getting the avail to going on sale.

Key Job Requirements for Concert Promoters

1. Networking is Everything

Building connections is the cornerstone of a successful career as a concert promoter. It’s not just about who you know but who knows you. Here’s how to get started:

• Attend Industry Conferences:

  • PollstarLive (Los Angeles, February): A top-tier conference for high-level industry professionals.

  • IEBA (Nashville, October): A must-attend event for connecting with entertainment buyers and agents.

  • NIVA Conference: Ideal for connecting with independent promoters and venues.

  • Bonus: SXSW (Austin, March) is great for exploring the broader creative landscape.

• Cold Outreach: Cold emails and calls are inevitable when starting out. Use these methods to introduce yourself to agents and promoters. Remember to keep the tone professional and concise.

• Face-to-Face Meetings: Once you’ve established initial contact, plan trips to industry hubs like Los Angeles, Nashville, and New York. Meeting in person strengthens relationships and shows your commitment.

2. Develop Key Skills

Successful concert promoters possess a mix of soft and hard skills:

• Communication: Email remains the primary form of communication, but a well-timed phone call can make all the difference.

• Negotiation: Understanding deal structures is crucial when working with agents and venues.

• Patience and Persistence: Building relationships and booking shows take time, so consistency is key.

3. Understand the Financial Landscape

Salary expectations for concert promoters vary widely. Articles online suggest a range of $28,000 to $187,000 per year, but if you’re running your own business, the sky's the limit. Early on, focus on building experience and revenue streams like ancillary income and promoter rebates.

Essential Tools for Concert Promoters

1. Industry Platforms

• PollstarPro: Offers invaluable insights into new signings, tour announcements, and artist performance history. Start with the Industry Hotwire feature to track emerging talent.

• Rostr: A tool that maps agency representation for artists and provides valuable visuals for festival lineups and agent relationships.

• Celebrity Access: An additional resource for industry contacts and event news.

2. Venue Research

Subscribe to email newsletters from venues across the country, focusing on spaces with 200–1,000 capacities. Analyze their announcements to identify potential booking opportunities in your market.

3. Festivals and Newsletters

Stay updated on festival lineups and emerging artists by following industry newsletters. Look for acts that haven’t toured your region yet—they’re likely to be open to new markets.

Steps to Building Your Career

1. Start Locally

Begin by organizing small events:

• Local showcases

• Club nights featuring emerging artists

• House concerts

These events allow you to build a reputation, gain experience, and establish relationships with local artists and venues.

2. Follow Up Religiously

Networking doesn’t stop after the first meeting. Regularly follow up with agents, promoters, and other industry contacts. Keep communication concise and professional, ensuring you stay on their radar without becoming a nuisance.

3. Invest in Relationships

As you book shows and develop rapport with agents, consider visiting their cities for in-person meetings. Prioritize trips to Los Angeles, Nashville, and New York, and consider secondary markets like Denver and Chicago for additional networking opportunities.

Keys to Success in Concert Promotion

1. Master Forecasting: Accurate budgeting is critical. Understand ticket sales potential, expenses, and ancillary revenue streams to maximize profitability.

2. Embrace Feedback: If you lose out on a show, ask agents what you could do better. This feedback is invaluable for growth.

3. Be Part of Your Local Scene: Attend shows, support local artists, and immerse yourself in the community. Building a scene benefits everyone involved.

Final Thoughts

Becoming a concert promoter in 2025 requires dedication, strategic networking, and a passion for live music. While the road can be challenging, the rewards are worth it for those willing to put in the work. Start small, leverage the tools and strategies outlined here, and continuously invest in building your skills and network.

Want to dive deeper? Check out the full 45-minute video with more tips and strategies on Patreon.

5 Ways Local Bands Can Split Ticket Revenue or Money Made at the Door

When hosting a show with local artists, one of the most common questions is how to fairly split the profits made at the door. Whether you’re an artist or a promoter, navigating this process is key to ensuring a smooth and successful event. In this guide, we’ll explore five popular methods for dividing income among participating artists, each with its own advantages and considerations.

Why Splitting Profits Matters

The way you distribute revenue can make or break relationships between collaborators. A fair and transparent process fosters trust, encourages teamwork, and strengthens your local music community. The right approach often depends on the nature of the event, the effort of the artists involved, and the goals of the show.

1. Split Money Evenly

This is the simplest and most straightforward method. After covering all expenses, the remaining profits are divided equally among the artists.

Best For:

• Shows featuring friends or artists who trust each other.

• Events where all participants contribute equally to promotion and ticket sales.

Pros:

• Easy to calculate and implement.

• Promotes camaraderie and fairness in tight-knit communities.

Cons:

• May feel unfair if some artists contribute significantly more effort or draw a larger crowd.

2. Pre-Sales with Artists Keeping the Majority

Each artist is given a set number of tickets (e.g., 50-100). They keep most of the revenue from the tickets they sell, while a small portion contributes to covering expenses. Any profits from door sales are split evenly.

Best For:

• Events where artists have strong individual followings.

• Collaborative shows where everyone is motivated to promote ticket sales.

Pros:

• Rewards artists who actively sell tickets.

• Encourages strong pre-show promotion.

Cons:

• Requires careful coordination to track ticket sales and expenses.

3. Pre-Sales with Revenue Percentage Allocation

In this method, artists receive a share of the profits based on the percentage of tickets they sold during the pre-sale. For example:

• Band A sells 40 tickets (40% of total pre-sales) and earns 40% of the revenue.

• Band B sells 25 tickets (25% of pre-sales) and earns 25%.

Best For:

• Events with artists of varying promotional abilities.

• Situations where pre-sale efforts significantly impact attendance.

Pros:

• Rewards effort and hustle in pre-sales.

• Encourages a competitive yet fair environment.

Cons:

• Artists with day jobs or limited time may find this system challenging.

• May lead to tension if sales efforts vary widely.

4. Clear Headliner Scenario

When a local artist has a large following and can easily sell 150-200+ tickets, they take on the role of headliner. After expenses are covered, the headliner keeps the profits while other performers are paid a guaranteed fee (e.g., $100-$150 for openers and $250-$500 for direct support).

Best For:

• Shows anchored by a well-known local artist.

• Events with a clear hierarchy among performers.

Pros:

• Mimics the structure of national touring acts.

• Rewards the headliner for their drawing power.

Cons:

• Not ideal for collaborative or community-driven events.

• Requires a headliner with consistent ticket-selling power.

5. Tally at the Door

For events without pre-sales, you can track attendance by asking attendees at the door which artist they came to see. Revenue is then split based on the percentage of attendees attributed to each artist.

Best For:

• Shows with no pre-sale system.

• Events with multiple artists and varied audiences.

Pros:

• Simple and transparent for events without advance ticketing.

• Rewards artists who draw the most attendees.

Cons:

• Can lead to disputes over accuracy or honesty at the door.

• May not encourage collaboration among artists.

Choosing the Right Method

When deciding how to split profits, consider the following:

1. Effort and Contribution: Did all artists promote the event equally?

2. Audience Draw: Who is bringing the most attendees?

3. Community Goals: Are you building a collaborative music scene or hosting a competition?

Collaborating fairly ensures a positive experience for everyone involved and strengthens your music community.

The Bigger Picture: Building a Music Scene

Fair profit-sharing isn’t just about the money—it’s about fostering a supportive environment where local artists thrive together. By working collaboratively and lifting each other up, your local scene can gain national attention and opportunities.

Final Thoughts
No matter which method you choose, transparency and communication are key. Clearly outline expectations and agreements before the event to avoid misunderstandings. If you’re looking for more insights into the music industry, check out the resources and workshops at Making It Academy.

Want to Learn More?
Join the Making It Academy for live workshops, expert advice, and a thriving community of artists, promoters, and managers. Together, we’re navigating the music industry and making it happen!

Until next time, go see shows, meet people, and make stuff happen. 🎶

How An Independent Promoter Can Become a Talent Buyer for Live Nation

Ever wondered how someone starts as an independent promoter and transitions to becoming a talent buyer for a company like Live Nation? It’s a question I get often, and in this blog post, I’ll share my journey, the lessons I’ve learned, and tips for anyone looking to follow a similar path. Shoutout to Gavin on Instagram for inspiring this topic—thank you for reaching out!

My Unexpected Start in Music

I didn’t begin my career in the music industry—I was actually a pre-med student at the University of Central Florida (UCF). My love for live music, however, had been a constant throughout my life. Growing up in Germany, my first concert was Guns N' Roses at the Frankfurt soccer stadium. By the time I moved to the U.S. at age 12, attending shows had become my passion.

In high school and college, I went to as many concerts as I could. My friends and I even tracked every show we attended in a notebook, noting the date, venue, and city. One month, we managed to attend 23 shows! This immersion in live music became the foundation for everything that followed.

The First Steps: Local Shows and Networking

Attending local shows was a game-changer. Many of these events were affordable (just $5 or $10), and they gave me the chance to meet the bands and the people behind the scenes. One of these connections was Anna Reyna, a musician in a local Orlando band. She taught me about artist management and promoting concerts in exchange for personal training sessions.

During my time at UCF, I also volunteered for an organization called Volunteer UCF, eventually becoming the Director of Hunger and Homelessness. Inspired by Chuck D of Public Enemy, I decided to organize a charity concert to raise money for local and global causes. This event—Rock for Hunger—marked my first step as a promoter.

Learning Through Experience

Organizing Rock for Hunger taught me how to book bands, secure venues, and market events. The success of this festival led to additional opportunities. Bands who performed at the event asked me to book shows for them, and I began managing artists and promoting concerts across Florida.

Realizing that having a venue to book consistently would give me an edge, I started working with a local venue called Central Station. Over time, I booked close to 50–60 shows a year there.

Scaling Up: The Plaza Live

The turning point came when I partnered with The Plaza Live in Orlando. My goal was to elevate the venue, and over three years, we achieved significant milestones:

• Made the Pollstar Top 100 Clubs in the World list for three consecutive years.

• Earned recognition as the Best Venue in Orlando by both the Orlando Weekly and Orlando Sentinel.

One standout moment was booking the reggae band SOJA, which resulted in record-breaking bar sales for the venue. This success opened doors for more opportunities, eventually leading to a partnership with AEG to host 5–8 shows per month.

The Leap to Live Nation

Although I was thriving at The Plaza Live, I wanted to grow further. I applied for a talent buyer position with Live Nation at House of Blues New Orleans. My first application didn’t land me the job, but I used the feedback to improve.

Over the next two years, I focused on diversifying the genres I booked and building relationships. One key connection was Jamalnee, a talent buyer at House of Blues Orlando, who became an invaluable mentor. The second time I applied, I was ready with a detailed portfolio of my accomplishments and knowledge of the New Orleans market. This preparation paid off, and I got the job.

Lessons for Aspiring Promoters

1. Start Local: Attend as many shows as possible and immerse yourself in the local scene. Building connections is crucial.

2. Focus on a Genre: Specializing in one genre initially can help you establish expertise and credibility.

3. Diversify as You Grow: To manage a venue or book at a high volume, expand your repertoire to multiple genres.

4. Be Persistent: Don’t be discouraged by setbacks. Use feedback to improve and keep refining your skills.

5. Build Relationships: Networking with industry professionals can open doors and provide mentorship opportunities.

Keep Learning and Growing

Today, I share my knowledge through workshops and the Making It Academy, helping artists, promoters, and venues succeed. If you’re passionate about the music industry, my advice is simple: go see shows, meet people, and make things happen.

Thank you for reading my story. I hope it inspires you to take the first step in your journey as a concert promoter. If you’d like to learn more, check out Making It Academy for workshops and resources.

Until next time, spread love, positivity, and kindness—and don’t forget to go see shows!

Watch the full video from this post.

ASTROWORLD Festival Disaster, Truth About Concert Security & Solutions

At ASTROWORLD, as of November 9, 2021, 8 people were reported dead, 11 experienced cardiac arrest, and over 300 people were injured, due to crowd surge, the potential of people getting stapped with needles with unknown substances, and people storming the entrances. This is a tragedy that could have and should have been prevented. In this episode, we cover a history of tragedies at concerts, the events of Astroworld, and solutions for the future.

NFT Tickets Are the Solution to Ticket Scalpers for Live Nation, AEG Presents, Venues & Promoters

One of the biggest complaints that Michael Rapino (CEO of Live Nation) and other promoters, sports teams, or live event producers have are tickets being sold in the aftermarket. A great solution to that issue is NFT tickets. Let me explain in this video.

A More Inclusive & Equitable Music Industry from a Libertarian Perspective with Jakobi Bonner

Get in touch with Jakobi Bonner at https://www.instagram.com/kobs.21/

MuensterVision - Releasing Music & Building Communities with NFT and Divorcing Traditional Platforms

MunsterVision is a hip-hop artist based in Houston, TX, and a pioneer in the world of NFT's. He's completely abandoned the traditional music platforms, because of their favoritism to major label artists and not giving independents a real change due to PAYOLA. He has gone the route of blockchain technology and NFT's to release content and music. In this episode, we discuss his journey and experience with NFT's, which platforms he uses, and much more.

How to Become An Music Artist Manager Today - Skills, Strategies, and Education

How do you become an artist manager in the music business? You can start today! It's all about getting reps and becoming a practitioner.

Books mentioned in this episode:
How to Make It in the New Music Business: https://amzn.to/3fRtxsx
All You Need to Know About the Music Business: https://amzn.to/3umqUEw

Podcasts Mentioned:
Creative Juice - https://indepreneur.io/podcast/
Rick Barker - https://rickbarker.com/podcasts/
Ari Herstand - https://aristake.com/nmb/
Lennon Cihak - https://lennoncihak.com/podcast
Katie Zaccardi - https://www.katiezaccardi.com/podcast

Does the Number of Social Media Followers, Streams, and Views Matter in 2021 & beyond for Musicians?

Does the number of followers you have on any of the social media platforms, or how many streams you get, or how many views you get matter? Kind of. But there is a whole lot more that goes into it than just that. Those are vanity metrics. In this video, I discuss what really matters for musicians when building a business.

Building a Powerful Music Industry Network - A Strategy I Call Artist ID

It's impossible to network with and meet everyone. You have to have the right strategy. Learn how to network with the right artists and professionals behind the scenes.

Get a FREE copy of the "Artist ID Spreadsheet" here. When you sign up, it'll lead you to a google doc. Create a copy or download the file: https://www.makingitwithchrisg.com/artistid

Phillip Stutts - Applying the Undefeated Marketing System to the Music Industry

Phillip Stutts is the marketing mind behind winning over 1,400 elections from presidential races to congress, the senate, and many other elected positions. He developed a 5-step marketing system that can be applied to winning presidential elections to marketing fortune 200 companies to marketing independent musicians and small businesses. Stutts is the author of the Undefeated Marketing System and host of the Undefeated Marketing Podcast where he features some of the most brilliant marketers in the world.

To learn more about Phillip Stutts visit https://www.phillipstutts.com.

How to Become a Talent Buyer for Live Nation & Other Major Promoters such as AEG Presents

In this video, I share some tips on what Live Nation looks for in a Talent Buyer and how I became a Talent Buyer at House of Blues New Orleans.

Rebecca Day - The Free Market Musician Integrating Creativity in Music, Business & Life

The Free Market Musician is edited and published by independent singer, songwriter, performer, and writer, Rebecca Day. Over the past decade, Rebecca has run her music business with a dogged passion and stubborn desire to, like The Fountainhead character, Howard Roark, see her work done her way.

Over the years she has self-funded several independent regional tours with her group The Crazy Daysies. She has also independently released 2 EPs, a full album, and several singles under her own publishing company.

In this conversation, we discuss DIY musician strategies, managing your music and business, free-market philosophy and economics, Anarcho-Capitalism and much more.

To learn more about Rebecca Day visit:
https://thefreemarketmusician.com/
FB: https://www.facebook.com/thecrazydaysies
TW: https://twitter.com/RebeccaDayMusic
IG: https://www.instagram.com/rebeccadaym...

Finding a First Career in the Music Industry Working Concerts, Festivals & Tour Management

In this video, I share some tips on how to get started working concerts and festivals. We go over some different positions, how to get your foot in the door, and some skills that will help someone stand out.

Blog Post Referenced: https://www.makingitwithchrisg.com/blog/careerinmusic

How to Get Started as a Concert Promoter - Producing Locals Shows

This video focuses on how to get started as a concert promoter by getting reps booking local shows.

Foundation to Your Music Career: Content, Customer Journey, Branding & Business Models

This is the foundation lesson of a 12-week series that started on 1/18/2021. Get Access to all 12 Lessons and more: https://www.patreon.com/makingitacademy. If the program is still going on, we will be adding a new lesson every Monday. This foundation lesson shares the basics to what we will be exploring over the next 12 weeks. Creating your content strategy, customer journey's and building your funnel, branding, business models, and much more.

Bree Noble & Katie Zaccardi - Launching a New Revenue Stream for Your Music Career

Katie Zaccardi is a musician, marketing expert, has her own podcast Out To Be, and offers many amazing coaching resources for DIY Musicians.

Learn more about Katie at https://www.katiezaccardi.com/. Bree Noble is also a musician, entrepreneur, and coach helping DIY musicians launch their career.

Learn more about Bree Noble at https://profitablemusician.com/.

The two of them are working together on an amazing new course that goes live this month, June 2021, helping artists launch a new revenue stream for their business.

Music Marketing with the NEW TikTok feature, Marketing Budgets, & Building Discord Communities

Welcome to a new format in our series! This is our music, marketing, entrepreneurship, and finance news episode with my co-host, Sara Salomon. In this first episode, we discuss four different articles focused on the new TikTok Promote feature, should you be on TikTok, how to build your music marketing budgets, and building discord communities.

Connect with Sara at https://www.instagram.com/thesarasalomon

Articles mentioned:
https://www.musicbusinessworldwide.com/frank-harris-jason-derulo-tiktok-is-running-everything/
https://www.socialmediaexaminer.com/how-to-use-tiktok-promote-to-reach-new-audiences/
https://bandzoogle.com/blog/how-to-create-a-music-marketing-budget-in-4-simple-steps
https://blog.hubspot.com/marketing/discord-advertising