Consider who your target audience is and promote specifically to them.
If your target audience includes under-18s; get in touch with local high schools – ask if you can put posters up on their student noticeboards, have a poster added to their newsletters, add posts to their Facebook pages or even offer to play a free lunchtime concert.
Don’t overlook the power of youth-focused publications. Magazines like Tearaway, which many of us loved growing up, are still going strong. Reach out to explore advertising options – they’re a great way to get noticed by a younger crowd.
If your target audience is older; start by reaching out to Universities etc. – you can do the same as above. You can also ask if you can have your music played on their student-run radio stations.
Many cities have community newspapers or publications that cater to local readers. Do some research online and find out if they offer advertising. Even placing a classified advert in a local newspaper can help.
Explore what clubs, youth groups, and community centers exist in each town. These spaces often have noticeboards or newsletters where you can promote your show. A well-placed poster in a high-traffic area can spark interest and boost attendance
Social media platforms each have their own audiences – so cast a wide net, as promoting your shows on every platform will help to get the word out to as many people as possible.
Consider all means of getting the word out there
When it comes to promoting your show, think beyond the basics and explore every possible avenue to get noticed. You can:
– Put up posters on poster walls around town,
– Place flyers on car windows (be sure to get permission from private car park owners first),
– Drop flyers into mailboxes or pin them to public noticeboards (think libraries, info centres, supermarkets etc.).
If funds are tight, shop around for cheaper printing or do it from home – think black and white printing, and fit 4 flyers on one A4 page to maximise your output.
Setting up an online street team can also be an excellent way of sourcing people who can help out with promotion, especially in places which you do not reside in. Whether it’s friends, fans, or fellow musicians, a digital street team can help to amplify your message across towns and cities.
Reach out to music stores and ask if they’ll hand out flyers or display your poster. But don’t stop there – cafes, takeaways, hair salons, bookstores, and other local shops often welcome community promotions. A friendly ask can go a long way.
Many venues will be happy to put your poster up around the venue, and they’ll also advertise your gig on their websites and social media pages.
Many towns have street-vines, gig guides, or indie music publications – both print and digital. These are goldmines for grassroots promotion. Reach out and ask if they’ll feature your poster or mention your tour in their next issue.
If your budget allows, consider high-impact advertising such as billboards in high-traffic areas, or ads on the back of buses or bus shelters.
Selling t-shirts through platforms like PrintMighty? Create a limited-edition tour tee with your dates and locations – it’s a great way to build hype and give fans something tangible to remember the show.
Don’t forget about Radio stations and podcasts – many will be happy to give your tour a mention. Some local stations will even play your music to help promote the tour.
Running a giveaway is a fun way to build momentum. Winners rarely come alone – they’ll bring friends, share the event, and help spread the word.
Press Releases
A well-crafted press release can be a game-changer when it comes to getting your tour noticed. You can either create and distribute one yourself, or you can contact a professional PR writer who will create one for you and send it out to their media contacts for a cost.
Press releases aren’t just for online buzz – they’re also used to pitch stories to TV and radio stations. Many broadcasters rely on press releases to discover local events worth covering, so don’t hesitate to send yours their way.
Ideas of what to include in a press release include:
– Is the tour helping to promote a new release?
-Talk about each of the support acts.
– Provide all the gig/tour details (venues, dates, age restrictions, tickets/door sale prices).
– Describe your music and give mention to your musical influences.
– Talk about your future plans.
– Provide website and social media links.
Come up with a description: Create a couple of sentences which provide a good description of your music. These sentences can be good to refer to if anyone wants a quick answer.
Choose a spokesperson: It’s a good idea to select someone from your band/duo who is confident, articulate and comfortable speaking on behalf of everyone to take care of any interviews and requests from the media. Having a go-to spokesperson ensures your message stays consistent and professional.
Read our Creating Press Releases article here for more ideas.
The Day of the Gig
The hours leading up to your show are prime time for last-minute buzz. Here’s how to make the most of it:
– Send a few team members downtown an hour or so before the gig to hand out flyers to people who fit your target audience. A friendly face and a quick pitch can go a long way in sparking interest.
– Borrow or buy a sandwich board – the kind shops use out front – and place it outside the venue with your poster attached. It’s a simple but effective way to catch the eye of passersby. Some venues may already do this, so check ahead.
– Stick your tour poster in the back window of any cars you’re traveling in. Just be sure it doesn’t block the driver’s view. It’s a moving billboard that can grab attention en route to the venue.
– Even if your music blows people away, they might forget your name by the next morning. Having business cards available at the entrance ensures they leave with something tangible – and shareable. A great performance paired with a memorable takeaway fuels word-of-mouth, one of the most powerful promo tools around.
Facebook Promo
Consider the following to help spread the word:
– Set up Facebook event pages and share them around to local and national gig guide pages on Facebook, such as MNZ: Gig Space. There’s some suggestions here, and typing in the city name into the search function can give you more ideas.
– Include your support acts, venue, and any media partners as co-hosts on the event page. This not only boosts credibility but also ensures the event appears on their profiles and reaches their followers too.
– Tag everyone involved – support acts, venues, sponsors, collaborators. Every tag increases visibility and helps build a network effect that spreads your event across multiple feeds.
What Else?
– When reaching out to radio stations, journalists, or bloggers, don’t get discouraged by silence or rejection. Not everyone will bite – but those who do are your champions. Pour your energy into the people and platforms that support your tour and amplify your voice.
– Whether it’s an interview, a promo shoot, or a soundcheck – show up on time, prepared, and ready to represent your music with confidence. A professional attitude leaves a lasting impression and builds trust with media and venue teams.
– Book local acts with a loyal following. Their fans will show up for them – and if your set hits the mark, you’ll likely gain new fans by the end of the night. It’s a win-win for everyone on the bill.
– Reach out to local media and ask if they can send a reviewer or photographer to your early tour dates. A glowing review or striking photo coverage can boost visibility and drive interest for the rest of your tour – and even help sell your latest release.
– Before you start promoting, make sure your bio reflects who you are now and your imagery matches your current vibe. Outdated info or blurry photos won’t do your music justice. Fresh, compelling content makes your promo materials pop. Information about writing a bio can be found here.
