Home, Road, or Both?

Here in Tampa Bay the sports media were bringing statistics to the forefront about how the Lightning were the best home team in the National Hockey League during the recently concluded regular season.  And they further pointed out the irony in the playoffs that the team was suddenly much more successful on the road than in the friendly confines of Amalie Arena.

Lots of musicians just starting out get wide-eyed and have visions of the road being this great place they can’t wait to be out playing on.  The key there is ‘just starting out.’  If you haven’t even built up a following yet in your home area, why do you think that listeners will flock to see you perform in places where they don’t even know who you are?

Some would argue that when you’re young and have no obligations keeping you at home, that’s a great time to go out and see the country and play shows wherever, whenever, meaning, for as long as you want to and can be away.  But, the enthusiasm will be quickly negated by booking managers who are waiting and wanting to hear your success story as to why they should book you in their town.  And of course at that point you can’t compromise with, “Okay, I’ll just play for a bar tab,” because that won’t put gas in your vehicle or food on the passenger seat while you’re driving.

Focusing on the ‘home games,’ that local support can also help you build and leverage a street team.  Not only can these enthusiastic people get the word out in your market, but, next they might start having connections that your success story can be told to in the next county over, so you can slowly start growing outward.

This is nothing revolutionary, here, mind you.  I’m not launching a breakthrough model for touring.  However, this is an important reminder, a public service announcement of sorts, since too many artists want to put the cart before the horse.

Nashville singer/songwriter Marc-Alan Barnette gave an example of a guy who built a huge following in his local market and used it to gain respect when walking into uncharted territory elsewhere, and, as a result, Barnette is a big supporter of this approach.  (It’s all on what is still the most listened to episode of our “Now Hear This Entertainment” podcast, here.)

Two months ago Damon Fowler didn’t pull any punches when he summed it up like this, “If (up-and-comers) have those ideas that there’s not gonna be anyone there and they’re not gonna make any money, they’re probably right.”  (Listen to his interview here.)

Think globally, act locally.  You have to walk before you can run.  There are a lot of clichés out there, but if the shoe fits, wear it.  The tour posters and hotel reservations can wait.  Be a star in your own backyard first.