Taylor Swift’s Eras Tour was a record-shattering phenomenon running over 21 months, captivating over 10 million fans, and generating over $2 billion in ticket sales. But you don’t have to be a chart-topping artist to tour. Touring is one of the most impactful ways for an artist at any stage to connect with fans, grow their brand, and build a sustainable career. As we reflect on the end of an Era, let’s explore the essential reasons artists should tour and how to strategically decide where to go.
The WHY
Deepening Fan Engagement
There’s nothing quite like the magic of a live show. Touring allows fans to experience the raw energy, emotion, and storytelling of your music in person, creating unforgettable moments that strengthen their loyalty to your brand.
Financial Opportunity
As Taylor Swift’s $2 billion in ticket sales demonstrates, touring can be a massive revenue driver. Even for emerging artists, ticket sales, and merchandise can make a significant financial impact directly to your pockets
Expanding Your Reach
For new artists, hitting the road can introduce your music to fresh audiences, open doors for new public relations opportunities, and help you gain momentum in cities where streaming numbers or fan engagement may be rising.
The WHERE
Choosing where to perform is both an art and a science and can be done without a booking agent. While the scale of Taylor Swift allowed her the opportunity to sell out global arenas, artists at every level can draw valuable lessons from her approach.
Go Where the Fans Are
Fan data is your best friend. Analyze where your music is streaming most, where you have the highest social media engagement, and which cities your merchandise is being shipped to.
Explore Underserved Markets
While major cities like New York and Los Angeles are obvious choices for tour dates, overlooked markets can present exciting opportunities. Fans in cities that are less frequently included on major tours may show up in force, thrilled to be included. You can make the most of your time by also performing in cities near the ones that pop up in your analytics (for example: If Philadelphia is one of your top tour markets, book a show in the nearby town of Newark, NJ as well).
Leverage Special Connections
Have a personal connection to a city? A track that pays homage to a particular place? Lean into those stories when planning your stops—it adds a unique emotional resonance to the show and strengthens your narrative as an artist.
Developing artists should be sure to saturate their hometown. Play often and everywhere to build a loyal following. Schedule pop up secret shows or house parties if possible.
Partner with Local Talent and Venues
Touring doesn’t mean you have to do it alone. Collaborating with local artists or performing at iconic venues can draw bigger crowds and create memorable shows. Teaming up with local talent could help you sell out even if your audience in the area is smaller.
Breaking Creatives Agency specializes in helping artists maximize their touring potential through tailored press outreach. Whether you’re ready to hit major markets or create your own path, we’re here to help you make every show a success. Reach out to learn more.