From Band to Business - a new series by Ernie Ball.
Nobody knows what the future will bring for live events in the current pandemic situation. But we can learn something new and deepen our existing knowledge to return stronger. Ernie Ball wants to help musicians by giving them tips for when it’s safe to get back on the road. Band to Business is a series hosted by Ernie Ball and industry friend, Jen Kellogg that features workshop topics around building your brand into a business.
Jen Kellogg has spent over 25 adventurous years in the concert industry as a roadie, talent buyer, educator and entrepreneur. During quarantine, she started a virtual workshop called '“Concert Business Basics” to help those starting their career or to expand the knowledge of already established professionals.
“We aren’t born knowing everything and when starting out, you don’t know what you don’t know. I had to ask lots and lots of questions, and my goal is to proactively answer yours in my workshops.”
The first Band to Business episode ‘How an idea becomes a tour’ focusses on things to think about when planning a tour.
What is your artistic vision for the show? Having a clear vision of what you are presenting on stage will help you in all of the other planning steps.
Who is your audience and what experience do they want when they see you play? Build your audience online and locally first before incurring the extra expenses of being on the road.
Also, Who in the band is doing what? You should all have a “job” aside from playing on stage: finances, social media marketing, driving, booking the shows and coordinating with the venue are a few. Doing this will give you a feel for when it’s time to add on team members like a manager, agent, or tour manager.
Where? Look for venues and promoters that specialize in your type of show. Do your research to avoid hitting up places that don’t make sense for your band. Find other bands in your region and team up to play shows together. You will be reaching a receptive audience, and that will help grow your fan base.
When? Think about other competing events, time of year, days of the week. You’ll probably want to start out “weekend warrior” style, playing shows regionally just on weekends.
Why? Have a clear vision of your goals and why a tour will help accomplish them. Is it to build your fan base, actually make money, or to build a network of similar bands? Understanding your “Why” will help you make smart choices.
How will you make it financially happen? Do you have the equipment needed and a vehicle to get around? Can you afford the gas to get from place to place and food to feed everyone? Where will you sleep? Touring can be expensive, so understand the costs.
While this short video runs through some quick tips to getting your band on the road, Jen’s full “How an Idea Becomes a Tour” workshop will give a broader overview of many of the components that go into a professional tour.
For more information, check out the Ernie Ball blog.
