TOURING IN THE MODERN ERA: ADAPT OR GET LEFT BEHIND

Allen Johnston – The Music Specialist

www.asha.com

The landscape of touring is undergoing a seismic shift. Rising fuel costs, evolving audience expectations, and the dominance of major-label acts are reshaping the game—and smaller artists are feeling the squeeze. While superstar tours continue to break records, independent and urban-based acts struggle to stay on the road. What’s driving this divide, and how can artists adapt?

The Touring Divide: Big Acts Thrive, Small Acts Struggle

Concert revenue remains strong—for the elite. Pollstar reports that top-tier tours still pull in billions, with legacy rock acts like Bruce Springsteen, Bon Jovi, and Kenny Chesney dominating the charts. Yet, for garage bands, indie R&B singers, jazz ensembles, and gospel groups, hitting the road has become a financial gamble. Gas prices, venue cuts, and shrinking guarantees make it nearly impossible to turn a profit.

Even in hip-hop—a genre built on hustle—only a handful of artists (Kanye West, Jay-Z, Drake) consistently rank among touring’s top earners. Meanwhile, legacy acts like Neil Diamond, Stevie Wonder, and Boy George still out-gross most contemporary urban and gospel performers. So, what’s going on?

The Decline of Craft—And Its Consequences

One major factor? The erosion of musical craftsmanship. Today’s hits often prioritize viral hooks over lyrical depth, Auto-Tune over vocal skill, and shock value over emotional resonance. The BET Awards highlighted this—how many performers could truly deliver a pitch-perfect, *a cappella* performance?

Great songs used to tell stories—songs about love, struggle, joy, and pain. Now, many tracks are formulaic: repetitive beats, recycled samples, and lyrics that lean heavily on bravado rather than substance. Producers often prioritize *vibes* over *melody*, resulting in tracks that slap in the club but lack staying power.

The Managerial Void

Another issue? **Many managers today don’t know how to build a lasting act.** A great manager doesn’t just book shows—they help artists refine their stage presence, develop merchandising strategies, and cultivate a fanbase that *sticks around*. Too many artists rely on gimmicks (wardrobe malfunctions, social media stunts) rather than *performance excellence*.

Where are the modern equivalents of Luther Vandross or Prince—artists who could command a stage with nothing but a mic and raw talent? The ones who understood that *less can be more* if the artistry is strong enough?

The Rise of Virtual & Hybrid Performances

The business isn’t just changing—it’s *evolving*. Virtual concerts, 3D performances, and AI-driven shows are becoming viable alternatives. Artists like Travis Scott and Lil Nas X have proven that digital experiences can draw millions. Meanwhile, platforms like Fortnite and Roblox allow musicians to perform as avatars, reaching global audiences without ever leaving home.

For indie artists, this could be a game-changer. Why spend $5,000 on gas for a half-empty venue when you can monetize a livestream or NFT-backed performance?

The Path Forward

So, what’s the solution?

1. Master the craft. Vocals, songwriting, and live instrumentation still matter.

2. Think beyond traditional touring. Hybrid shows, VR performances, and fan subscriptions (Patreon, OnlyFans for music) can supplement income.

3. Build a real fanbase—not just followers. Engage audiences in ways that translate to loyalty (and ticket sales).

4. Demand better management. A good team should elevate your artistry, not just chase trends.

The music industry isn’t dying—it’s transforming. The question is: Will you adapt or get left behind?