Why marketers should tour with a band.

Lessons learned building a b(r)and, one fan at a time. 

Let’s get this out of the way. Marketers, you are not “rockstars.”

I know, it hurts to hear — but you’re not. I’m not either, and I’m ok with that.

But, I’ve shared the stage with a bunch, I’ve played in tiny clubs and packed arenas. I’ve moved a crowd of people with music I’ve written, I toured the country in a van with my best friends (counting on merch sales each night to pay for gas to get us to the next town). Short story, I’ve earned my stripes chasing the American (musical) dream. I did it professionally, and survived — one fan at a time.

I didn’t know it at the time, but I was getting the most important (and applicable) education I’d ever get. It was, and still feels like, an MBA in relationship management, content creation, finance, b(r)and building, communication — and marketing. It was the most fun I’ve ever had, and the hardest I’ve ever worked.

Reflecting on these times, I believe there’s a lot that today’s marketers could learn from the hardest working people I know — touring musicians.

What modern marketers can learn from touring bands.

1. Content is king.

This overused scapegote of a comment is indeed, true. As a band, you have nothing without great content — your music. Quality matters more than quantity.

Marketer: Be purposeful in what you produce. Think about it, care for it, make it your own, curate it down, and make it inspiring. Start with 1000 ideas, release 10.

2. Your fans are precious.

Without fans, you’re nothing. You may be great, you might even be insanely great, but that never gives you the right to be a dick. If you’re lucky enough to make fans — thank them, listen to them, appreciate them, and respect them.

Marketer: Trust your superfans with your brand. They know you better than you know you. One of them can do ten times more than a hundred of you.

3. Be careful of lead singer syndrome.

As a lead singer, I know this one… too well. You’re the face, the voice, the “thing” that’s remembered. Sometimes you’re the only name known, but it doesn’t matter — you’re only as good as your weakest link. Share the spotlight. Make the people around you stars, they make you better.

Marketer: You might be responsible for the brand, the tone, the content, the message. Don’t try to be a hero. Give responsibility to your team, and recognize them when they’re awesome.

4. Tour enough, but not too much.

Performances should be special. It’s important that people who want to see you perform can see you, but don’t play every week. Special is better than often.

Marketer: I know you’ve said it… “Let’s saturate the market and own awareness.” Don’t! Leave your fans wanting more, not burned out.

5. Rehearse, a lot.

Good bands practice, great bands know each-other so well that they can predict what’s going to happen before it does. It’s true what they say, practice makes perfect. Take the time to refine your craft and really get to know your band.

Marketer: Get to know your team. Start small, practice until perfect, then expand. Test new ideas in the garage, refine them as a group.

6. Have a set list.

Know what you’re going to play, to who, on what stage, and for what purpose. Adapt to your surroundings and listen to the crowd. Respond to their feedback, but don’t go into a venue without a plan.

Marketer: It’s important what you do first, it’s more important what you do next. Have a plan, but be prepared to listen, react, and adapt to how you’re received.

7. Admit when you forget the words.

Shit happens, even to the best of us. Don’t hide your mistakes, your fans know the words better than you. Admit your screw-ups, and your fans will pick you up and carry you when you need them the most.

Marketer: In today’s world, everything is public. When you make a mistake, people notice. If it happens, own it the consequence and subsequent action.

8. Every show is somebody’s first.

You’ll start to recognize faces in the crowd, venues will begin to blur, and you’ll forget what city you’re in. But, that show is somebody’s first — it’s the night they’ll tell stories about for years. Make. Every. Moment. Magical. It doesn’t matter if you’re sick, exhausted, mad, sad, whatever. Go out and kill it, make it memorable, leave it all on the stage.

Marketer: Every impression is somebody’s first impression. Take the time to be great.

9. Grow when you need to.

Trends change, audiences grow-up, you experience more as a writer/performer — it’s ok to change. You’ll alienate some fans, and that’s ok. If you’re not growing, you’re dying.

Marketer: The best brands in the world evolve — they have to. Know when you need to, and know that it’s ok.

10. Stay humble.

Don’t forget your roots. Give credit to those that influenced you, and more importantly — those that have helped you. If you’re one of the lucky ones, and you garner some “fame” — remember who you were.

Marketer: If your business is a runaway success (I hope it is), remember your purpose, your passion, and the actions that got you there. Your look, tone, and content can change — but “why” you exist shouldn’t. People don’t buy what you do, they buy why you do it.

11. You can do it yourself.

You don’t need a record label, you don’t need a promotional machine, you don’t need to (and probably won’t) be handed fame on a silver plater, overnight. With today’s technology, some great content, and a lot of hard work — you can stand out and be great.

Marketer: The tools/technology that allow you to be in front of a mass audience are at your fingertips. Don’t abuse them. Ask for help, seek expertise (use it), always be learning, and most importantly — listen to and respect your fans.

Good b(r)ands become great, one fan at a time.

As more and more brands are investing their time, money and equity in building communities around their brands, they can learn a lot from the bands that have been fan supported for years.

If you appreciate this advice, please take a minute and share it with somebody you think would love it.

Want to check out my music? ‹‹ Give it a listen ››