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Music tours are more than logistics and rehearsals. They’re a celebration, a brand, a community — and marketing is the thread that ties it all together.
Whether you’re a rising indie artist or a stadium-filling icon, investing in smart, creative marketing can make the difference between an empty venue and a sold-out tour.
We’ve been thrilled to have been part of a huge amount of tour teams, working as Australian tour publicists for a myriad music and comedy tours including, but not limited to clients including:
Festivals
BIGSOUND, One of One, Ones To Watch and Wanderer Festival
Comedy Tours
Jen Brister, Anna Akana and Amy Hetherington
Music Tours
Bone Thugs-N-Harmony, Dear Seattle, Snotty Nose Rez Kids, Ziggy Alberts, George Clinton, Midge Ure, Sam Fischer, Bear McCreary, Kingswood, Behind Crimson Eyes, Tyler Hilton, The Wonder Years + Joyce Manor, Yellowcard, East Pointers, The Kiffness and more
I think it’s safe to say, live music is back, baby!
It takes a lot to make a tour work, a lot of moving parts and areas of expertise coming together to make it the best it can be.
When marketing these tours, it’s important to get the right information to the right people early: you need a strong announce rollout, a pitching strategy that includes consistent follow up stages with key media and radio.
When done right, marketing doesn’t just inform — it engages. Interactive content like behind-the-scenes clips, exclusive merch drops, or meet-and-greet contests create a deeper connection with fans.
Suddenly, going to a concert isn’t just about hearing music. It’s about being part of something bigger.
When it comes to projects we work on, we tailor every campaign to the type of media and fan communities that would be in line to connect with these artists.
Whether it’s teaser videos, social media campaigns, PR or email blasts, marketing sets the tone and builds anticipation. In the crowded world of live entertainment, standing out is half the battle.
“Hustle, hustle, hustle” is the mantra at the core of every tour marketing and tour publicity project – it can be thrilling and fast-paced, but we are loving every minute of it!
This year is already proving to be one of our busiest yet; with more to come, we’ll see you out on the road.
