So, you’ve got your tour dates locked, your van packed, and your drummer’s already lost a stick in the couch cushions. Now what? Before you hit the road, it’s time to fire up the hype machine and let the world know the show’s about to roll through town. Whether you’re a seasoned headliner or booking your first cross-country dive bar sprint, here are 10 tips to build momentum before the tour kicks off.
1. Announce with a Bang
Don’t just post a date list—make it an event. Use a teaser video, bold graphics, or a short skit to grab attention. Build anticipation with a countdown, then drop those dates like confetti.
2. Create a Tour Poster Worth Framing
Your tour poster should live on more than just Instagram Stories. Work with a graphic designer to craft something fans will want on their bedroom wall—or tattooed on their arm. True story.
3. Tease the Setlist (but not too much)
Give fans a sneak peek at what’s coming—maybe a poll asking what deep cuts they want, or a video of you rehearsing a classic. But keep some surprises up your sleeve like a magician with a Telecaster.
4. Drop New Merch Early
Launch a “Tour Pre-Order” line—exclusive tees, posters, or even socks. Make it available online before the first show to create hype and help cover those gas station burrito expenses.
5. Build a Playlist
Curate a tour-themed playlist on Spotify or Apple Music: songs you’re playing, artists you love, tracks inspired by each city. Update it weekly so fans stay plugged into your journey.
6. Partner with Local Openers
Find rising talent in each city and tag them in your promotions. Their fans become your fans. Plus, it’s just good karma—and good karma gets you good soundchecks.
7. Go Live (and Be Weird)
Stream a chaotic rehearsal. Answer fan questions while packing. Do a dramatic reading of your lyrics in a British accent. Going live builds connection—and gives people a reason to follow your every move.
8. Fuel the Press Engine
Send out a press release to local blogs, alt-weeklies, and radio stations. Include a great photo, a short bio, and a one-liner that makes them curious (“If Blondie, Brandi Carlile, and a blender had a baby…”).
9. Tease City-Specific Surprises
Post clues about guests, songs, or covers that may be city-exclusive. “Toronto, you might get a Prince cover. Or not. But maybe.” Let mystery drive momentum.
10. Say Thanks Early and Often
Fans who buy tickets early? Shout them out. Street team helping poster the town? Tag them. Gratitude is magnetic. The more love you put out, the more comes roaring back at you when the lights go up.
Touring isn’t just about what happens on stage—it’s the story you tell before the first note rings out. From posters to playlists, these little pre-tour moves can create big energy and lasting connections. So go on, build the buzz, pack the snacks, and hit the road with confidence. Your crowd is out there, waiting to sing along.