Define Your Goals

Remember that while writing music is a practice of creative expression, professional touring is a business. The difference between a hobbyist and a professional is that the professional artist goes out on the road with the intention of growing and engaging his or her fan-base and making a living. 

It's important to have goals for every aspect of your career, but since we are talking about touring, let's focus on that. 

First, allow yourself to dream a little. What are your ultimate touring goals? Do you want to be playing clubs? Theaters? Stadiums? County Fairs? Symphony Halls? Really think about your music and the type of audience you would like to be connecting with night after night. Your ultimate goals will drive your decision-making and the way you approach your career, starting now. A lot of this will depend on your target audience and your brand, which we've discussed at length during the last few articles. In five years, where do you see yourself performing? Who are you playing for, and how many people at a time? Are you appearing on television? Are you appearing on stage with other artists; are you collaborating? How much are you making per show? Are you touring by bus, plane, RV, or van? It’s your dream, and you have the right to put it together however you see fit. 

There are plenty of books written about effective goal setting, and I think it lies in everyone's best interest to have a good idea of your long/short term goals before starting out on something as emotionally, financially, and time intensive as a concert tour. 

Once you have your broader career goals defined, let’s zero in on this upcoming tour, or period of touring. How many people do you hope to meet/play for in this year? Is your ultimate goal to make money, or is this a first tour where the goal is to increase exposure and build relationships with venues, fans, and press? (If this is your first year of touring, then your answer to this question will probably be the latter.)

If you’re going to make a commitment to touring professionally, know that this is a long-term process and success happens with time and perseverance. Be prepared to hit the same markets (cities) multiple times a year (Ideally, 2-4 times per year). Be prepared to lose money for awhile. If you are consistent, you will see your audiences grow. If you go to a place once and don’t return for another year, you will find yourself starting over every time you visit a city. I think it is very helpful to set specific goals for the long and short term and then work your way back from there, year by year, to now. Things rarely happen exactly the way you anticipate, and these goals will be a moving target that you will have to revisit every few weeks/months, but having specific targets (audience, concert fees, social-networking numbers, merchandise sales, etc.) will help keep you on track and give more meaning to your day-to-day efforts. 

I have found it very useful to write down my long and short term goals in a place where I can easily access them. Every year, I'm able to look at the list, see what I've accomplished and what was maybe too much of a stretch, and revise. If you are an artist in the process of planning a tour, try challenging yourself to do this for your upcoming tour or touring period.