As the war in Iran rages on and fuel costs soar, an already difficult post-pandemic touring landscape has become nearly impossible for working musicians. Yet despite high costs, more artists are out on tour than ever — creating fierce competition in the marketplace.
To help offset those high costs, artists and promoters are getting creative with their approach.
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On Harry Styles’ Together Together Tour, the One Direction star is utilizing a residency touring model to limit the number of times his team must build out the stage, saving costs on trucking and transportation. Other artists are using intentional underplays to hype up fan demand, reasoning that playing smaller venues can save money on production — and that fans unable to snag tickets may be more eager to purchase the next time a tour is announced.
When Cardi B was on her Little Miss Drama Tour earlier this year, she’d take to Instagram to discuss her most recent date and challenge the next evening’s crowd to be more enthusiastic than the one the night before. That type of marketing strategy has become more common within the touring industry, which isn’t just battling high costs but shorter attention spans that can lead to fans being unaware that a show is even taking place.
As the industry navigates an increasingly difficult landscape, Billboard spoke to several experts who offered their recommendations on how to ensure fans know their favorite artist is out on the road, and how artists and their teams can mitigate high costs to make a tour successful.
