Berklee Online Open Mic Series: PledgeMusic Founder Benji Rogers on the Difficulties of Touring

This is a guest post by Berklee Online music business instructor Chandler Coyle that originally appeared on the PledgeMusic blog. Chandler is one-half of the fan experience agency Music Geek Services and is also the publisher of the The Coyle Report, a free music marketing newsletter that provides tips, tricks and solutions on fan engagement. Click here for a free subscription to The Coyle Report.


Hi everyone!

This final video in the 4-part interview series is focused on: The Difficulties of Touring. If you missed the first three parts of this series, please also check out: Part 1 of 4 – Benji Rogers on Best Practices for Merch, Part 2 of 4 – Benji Rogers on Best Practices for Pricing, and Part 3 of 4 – Benji Rogers on Best Practices for Determining Quantities.

Benji and Berklee Online’s Mike King discuss the difficulties of touring.

"You’ve got to think of it as [a fan engagement] ecosystem of: involving your fans in the making of an album, involving your fans in the release of an album, involving your fans in the touring of an album." — Benji Rogers

Key Takeaways for the Difficulties of Touring

  • Pre-sell tickets for your tour dates as a part of a new album pre-order bundle.
  • Consider things like soundcheck passes and meet-and-greets.
  • Support slots can be helpful, but not always. You want to be playing in front of people who want to see you vs. just being the support act.
  • Use the power of the web (social and email) to ask your fans where they want you to play.
  • You need to make sure that you make the most of merch in terms of subsidizing your touring costs.
  • Consider house concerts. House concerts are one of the most under-rated parts of the industry.
  • In terms of merch and the ability to engage more intimately with your fans house concerts usually trump small club shows.
  • Last, but not least, remember to always: ask fans what they want.

Study music marketing online with Benji Rogers and Berklee Online this fall. Get personalized feedback on your work, and direct access to Benji in Berklee’s 12-week Music Marketing 101 course, which begins on September 29th. As space is extremely limited, please contact Berklee Online’s registrar if you are interested in studying directly with Benji, at registrar@berkleemusic.com, or 1.866.BERKLEE.


Cheers!
Chandler Coyle
Publisher, The Coyle Report
Click here for a free subscription to The Coyle Report a free music marketing newsletter that provides tips, tricks, and solutions on fan engagement and get a FREE eBook containing all 4 posts in this series including full video transcripts.

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