The Future of Music Touring: A Marketing Perspective

Music marketers are often asked by their peers for their thoughts on upcoming trends and transformations the industry will endure. As the future of marketing promises to be more immersive, data-driven, and personalized than ever, we need to open our eyes and ears to anticipate consumer needs through new technologies that will continue to evolve. 

Last week, I discussed the evolution of brand and omni-channel opportunities. The future of music touring aligns perfectly with my vision of the changes it will face in the next decade. VR and AR will find new ways for artists to connect with their fans across the globe by finding ways to bring both closer together without an impeding factor. 

Tom DeGeorge, a local Tampa legend and owner of Crowbar, shares his thoughts on the future of touring. "Independent venues are the true supporters of young, local artists who eventually become the stars playing in major arenas. We must protect these spaces for the next generation."

AR/VR Experience

A new way to enjoy concerts

Virtual and Augmented Reality Concerts

Several platforms stream shows online today, allowing fans who cannot physically attend a show to experience watching it from the comfort of their homes. 

Now, imagine if a group hosted an immersive virtual concert where they could reach global audiences who are into AR and VR devices. What if these experiences gave you the experience of being onstage next to your favorite music group?

Virtual reality concerts will redefine live music, making it accessible globally while minimizing environmental impact.

What if these experiences gave you the experience of being onstage next to your favorite music group? Music marketers can promote these virtual, interactive events, offering fans exclusive behind-the-scenes content and virtual meet-and-greets. Promotion could be done by creating content such as teasers and sneak peeks, generating buzz and anticipation. 

Sustainable Tour Practices

Environmental sustainability has been a topic of interest for many industry organizations. Still, artists and promoters will continue to adopt green practices, use renewable energy, reduce plastic waste, and promote sustainable transportation. 

In a previous post, I discussed how Coldplay stands out as one of the bands that commit to creating eco-friendly tours. By including carbon offset initiatives and sustainable merchandise, fans expect other artists, promoters, and venues to lead by example in addressing environmental concerns.

Advanced-Data Analytics

Data analytics will be a primary source for planning and executing tours in the next ten years. Artists and promoters will use advanced analytics to optimize tour routes, help artists build their show setlists, and adjust their marketing campaigns when looking at streaming music data results. 

Data analytics will make music tours smarter, boosting engagement and ticket sales with precise, personalized marketing."

Understanding the behavior through data will enable more personalized tour planning. When I booked tours for artists in the Western Region of the United States, we heavily relied on fan demand, record sales numbers, and radio airplay. Today, more is needed. We must adapt to new tools such as Enterprise Resource Planner (ERP), as I explained previously, to help route a tour and its effect on future marketing promotions. 

Takeaways

The integration of innovative technologies will become integral to music marketing. Artists and fans can use voice commands to discover concerts, purchase tickets, and interact with artists. Marketing strategies must optimize content to ensure that tour information ticket sales are accessible through Alexa, for example. 

Marketing campaigns could include promotions to encourage fans to ask questions about upcoming tour dates, discover exclusive VR concerts, and target their strategies to technological innovation and the change of usage from their customers.