The document discusses several key aspects of touring for artists: 1. The image and genre of the artist should match the tour venues to attract their core audience. A small, full room is preferable to a large, empty arena. 2. Agents are responsible for collecting deposits from promoters, usually 50% of the guarantee in advance, to ensure the promoter pays what is owed. If a promoter does not pay the deposit, they may not pay the rest. 3. New artists will likely lose money on early tours due to poor conditions and small audiences waiting for the headliner. They can play small venues independently or open for an established artist.

5. • Image – the tour needs to match up with the
image of the artist (or artists on a package).
• Acts should at least be in the same genre*
• Venues should put artists in best light
- A full small room is way better than an empty arena.
- Should be familiar and comfortable to your audience
• Michael Buble could play a biker bar, but…
• * always exceptions by crossover acts; basically want to target your core
audience; want tour to increase exposure.
Agents

6. • Agents are also responsible for collecting deposits.
• Deposit is typically 50% of the guarantee paid in
advance (at least 30 days) of the show.
• Sort of an insurance policy that artist won’t get
completely stiffed by an unscrupulous or inexperienced
promoter.
• If a promoter is iffy with the deposit, they will be iffy
with the rest of the money, too.
• Should seriously consider cancelling that date and
taking another gig (or getting 100% up front).
• Deposits are held by the agent and paid after the show
is performed (minus their commission).
Agents

11. 1.Ticket promotion and sales
2.Organizing merchandising
3.Sponsorship deals
4.Stage setup
5.Engage and supervise some event staff
6.Financial accounting
7.Event safety
A Promoter’s Big To-Do List

14. • New artists will almost always lose money
touring in the beginning.
• Conditions stink: bad dressing rooms, stale
food, playing to half-empty halls waiting for
the headliner – and all for very little or no
money.
• Choice: play very small venues on your own or
be an opening act for an established artist on
a big tour.
New Artists and Touring

15. • A recent development in the U.S. is for opening
acts to buy their way into an opening slot on a
tour by paying money to the headliner.
• Rationalized by the amount of exposure that the
act will get by playing in front of the artist is
worth the cost (or worth it for the label, anyway).
• *opener can pay for the slot and still play to a
mostly empty house waiting for the headliner.
New Artists and Touring