The live music industry has undergone a seismic shift in the aftermath of the COVID-19 pandemic. Emerging artists, who once relied heavily on touring as a primary revenue stream, now face new challenges and opportunities in navigating this altered landscape. As the world adjusts to a new normal, these artists are adopting innovative strategies to succeed on the road.

Adapting to Smaller Venues and Localized Touring

One significant change in the post-pandemic touring landscape is the shift towards smaller venues and localized touring. With uncertainty surrounding large-scale events and international travel, emerging artists are focusing on regional tours and intimate performances. This approach allows them to connect more deeply with local audiences. It also builds a loyal fanbase without the logistical and financial burdens of long-distance touring.

Some of the best small music venues for emerging artists in major cities are:

• London: Servant Jazz Quarters, The Windmill Brixton, Shacklewell Arms
• New York City: Baby’s All Right, Mercury Lounge, Elsewhere
• Los Angeles: The Echo, Moroccan Lounge, The Satellite
• Chicago: Schubas Tavern, Hideout, Empty Bottle
• Berlin: Badehaus, Schokoladen, Monarch
• Sydney: Oxford Art Factory, Newtown Social Club, Lansdowne Hotel
• Tokyo: Shimokitazawa ERA, Koenji High, The Basement Bar
• Beijing: Jianghu Bar, Dusk Dawn Club, The Old What? Bar
• Singapore: Swee Lee Clarke Quay, Crazy Elephant, The Esplanade
• Bangkok: Saxophone Pub, The Rock Pub, Studio Lam

One recently emerged artist who has effectively utilized strategic localized touring in small venues is Wet Leg. To build their fanbase, Wet Leg played small intimate venues across the UK and Europe. The strategy paid off, as Wet Leg’s debut album topped the UK charts in 2022. Some key highlights of Wet Leg’s localized touring strategy:

• Shared the stage with other up-and-coming artists from the local scene
• Played small clubs and independent venues like The Windmill in Brixton, London
• Tailored their setlists and stage banter to each local audience
• Partnered with local promoters and radio stations to cross-promote shows and engage the community

Artists like Clairo and Phoebe Bridgers have also successfully embraced this model, organizing small, socially-distanced shows that not only ensure safety but also create unique, personal experiences for fans. This trend is likely to continue as both artists and fans become more accustomed to the benefits of smaller, more frequent performances.

Leveraging Digital Platforms and Hybrid Models

The pandemic accelerated the adoption of digital platforms, and many emerging artists are now leveraging these tools to supplement their touring income. Livestream concerts, virtual meet-and-greets, and exclusive online content have become valuable revenue streams. These digital interactions also help maintain fan engagement between live shows, creating a more sustainable and resilient touring model.

For example, artists like Arlo Parks have utilized platforms like Bandcamp and Patreon to offer exclusive content and merchandise to fans, providing an additional layer of income that complements their touring efforts. Hybrid models, combining in-person performances with online streaming, have also become popular, allowing artists to reach a global audience while still maintaining the intimacy of live shows.

Emphasizing Merchandising and Direct-to-Fan Sales

With traditional revenue from ticket sales and touring reduced, merchandising has become an even more critical component of an artist’s income. Emerging artists are increasingly focusing on direct-to-fan sales, offering limited-edition merchandise, vinyl records, and other collectibles through their websites and social media channels.

The success of this strategy is evident in the rise of artists like Tyla, who have effectively monetized their fanbase by creating a strong brand identity and offering unique products that resonate with their audience. By controlling the sales channels and reducing reliance on third-party distributors, artists can maximize their profits and build stronger relationships with their fans.

Collaborations and Sponsorships

Collaborations and sponsorships have also become essential strategies for emerging artists navigating the new touring economics. By partnering with brands, other artists, or local businesses, musicians can offset touring costs and gain additional exposure. These partnerships can range from co-branded merchandise and sponsored content to collaborative performances and joint tours.

Artists like VCHA have successfully leveraged brand collaborations to enhance their visibility and create new revenue streams. By aligning themselves with brands that reflect their artistic identity, they can reach new audiences while maintaining authenticity.

A prominent example of this strategy is Snoop Dogg, who has built a multimillion-dollar empire through strategic collaborations and endorsements. Here are some examples of collaborations that have helped him expand his brand, net worth, and influence:

• Petco: Launched a line of dog treats called “Petco Picks by Snoop,” aligning with his lifestyle and appealing to pet owners.
• Gin & Juice: Collaborated with Dr. Dre to create a spirits brand, further establishing his presence in the beverage industry.
• Happy Socks: Released a limited edition sock collection titled “The Art of Inspiration,” featuring designs inspired by his music and art.
• Sanctiond: Partnered with tattoo artist Mister Cartoon to create a car care brand, serving as both an equity partner and brand ambassador.
• Leafs By Snoop: Launched his own cannabis line, offering a variety of products that embody the California lifestyle.
• Gorillaz: Featured on the track “Hollywood,” showcasing his versatility by collaborating with the alternative band.
• Eminem: Collaborated on the track “From the D 2 the LBC,” highlighting his enduring relevance in the hip-hop scene.
• Willie Nelson: Worked together on multiple tracks, including “My Medicine,” reflecting their shared interests and friendship.

Conclusion

At Music Industry Weekly, we recognize the resilience and adaptability of emerging artists in the face of unprecedented challenges. As the live music industry continues to evolve, these artists are leading the way by embracing smaller venues, leveraging digital platforms, focusing on merchandising, and forging strategic collaborations. Their innovative approaches not only ensure their survival in the post-pandemic landscape but also pave the way for a more sustainable and diversified music industry.