Are Live Shows Worth It for Independent Musicians?
By Sarah Jamieson
But the industry has changed. According to Chartmetric, mid-level touring musicians fell from about 19% to just 12% in the last few years, while even superstar acts dropped from 44% to 36%.
Why? Lower ticket sales, rising travel costs, and tougher visa restrictions.
But some people think it may not be as necessary as it used to be. Rapper Nav signed to XO before ever performing live in concert, proving that you can build a career before stepping on stage.
So, are live shows worth it today, or are they an outdated tradition? To answer this, let’s look at what indie artists gain from performing (and if the juice is worth the squeeze).
Why Do Independent Artists Feel Pressured to Play Live Shows?
The myth is that “real musicians” have to prove themselves through live shows first. There’s an expectation that you have to put in your time by travelling from bar to bar.
Peer pressure also fuels it. Social feeds of friends posting about Live Nation concerts and sold-out gigs can make artists feel “less than” if they are not actively gigging.
There is also the highlight reel problem. We see the packed shows but not the empty ones. Indie artist Sarah Shook admitted that before building a fan base, she often played for fewer than ten people in rural bars. Those nights did not look glamorous in the moment.
Finally, there is the emotional pull. Playing live shows can feel like the “true” identity of a musician, even if it doesn’t build income or audience.
Do Live Shows Actually Grow Your Audience?
The big question is whether live shows actually grow a fan base. The answer depends on the type of show.
Here’s a quick rundown:
| Show Type | Growth Potential and Risks |
|---|---|
Local gigs | Build loyalty, risk overexposure |
Regional tours | Expand reach if data-driven, often costly |
Festivals | Big exposure, high initial cost |
Opening slots | High upside for aligned acts, but not guaranteed |
Local Gigs
Playing local gigs strengthens relationships with existing fans. Thirty people who see you in person may become stronger supporters than 3,000 casual Spotify listeners.
But there is a ceiling. Overplaying your city can lead to fan fatigue and lower turnout. Once they’ve seen you, they’re less likely to come back a week later. Promoters know this too, which is why many impose rules to keep shows spaced out.
As this Reddit post points out, fewer, better-timed shows create excitement; constant shows kill it.
Regional Tours
Regional tours can help indie musicians expand. But many touring musicians find half-empty rooms and high costs.
How do most indie artists avoid this? Making their tour stops data-driven. Spotify for Artists data shows where your listeners are, making tour planning smarter.
Festivals and Showcases
Playing live in concert on a festival bill can put you in front of hundreds of new listeners.
But not all festivals pay off. Sets are often short, leaving little room to build a deep connection with the crowd, and the logistics can be overwhelming. Add in unpredictable factors like weather, delays, or cancellations, and the risks pile up.
For indie acts especially, high upfront costs for travel and equipment can outweigh performance fees, which can stretch an artist’s energy and resources.
Opening Slots: Do They Help Independent Musicians?
Opening for bigger artists is sold as a shortcut to growth. But in practice, most fans come only for the headliner. This study shows that although it’s good for a short boost, it doesn’t always grow your audience.
Still, some openers thrive. Gracie Abrams initially opened for Olivia Rodrigo, launching her own sold-out headlining tour. She even had to add a second show at the Greek Theatre. So, support slots can catapult an artist (as long as your music style is aligned with the headliner).
Smart indie artists also factor in what percentage artists make from tours, treating opening gigs as part of a larger plan rather than expecting instant return.
Key Performance Indicators by Show Type
If you’re wondering what to look for to determine if a live show is successful for your career (beyond vibes), here are some things to watch for.
| Show Type | What to Measure |
|---|---|
Local gigs | Are you getting more fans? Are fans returning? |
Regional tours | Are you getting new attendees or merch sales? |
Festivals | Are you getting follower growth or industry leads? |
Opening slots | Are you converting fans into followers and getting more streams after a show? |
Quality vs. Quantity: Which Matters More?
Even if only five people become superfans at a small gig, they may be worth more than 500 passive listeners. Likes do not equal butts in seats, but a few thousand committed supporters can sustain a career.
Live shows are better at converting fans deeply than at creating fast growth. Progress is usually slow and organic, so you do have to be patient.
What’s the Real Cost of Playing Live Shows?
When people think about live shows, they picture ticket sales or merch tables. What many do not see are the hidden costs.
| Category | Estimated Costs (Per Show or Tour Leg) |
|---|---|
Travel | $50-$300 (local) • $500-$1,500+ (touring, includes gas, hotels, meals) |
Gear & Maintenance | $50-$200 per show (repairs, strings, sticks, cables, cases, insurance) |
Production Costs | $100-$500+ per show (rentals, sound tech, lighting, stage setup) |
Promotion & Marketing | $50-$300 per city (ads, posters, design, boosted social posts) |
Personnel | $100-$400+ per person per day (bandmates, crew, tour manager, driver) |
Ticket Fees | 10-20% of ticket price or $1-$5 per ticket sold (venue/ticketing platform) |
Travel: Your Biggest Expense
Travel is where most touring budgets bleed money. Even for local shows, gas, transit fare, or parking are unavoidable. For multi-city tours, costs multiply with hotels, tolls, meals, and parking fees.
Book hotels in advance, opt for fan housing when safe, and schedule days off in cities where you can stay affordably.
Touring Tip: Use fuel reward apps and plan your tour route in a loop to save on gas and lodging.
Gear and Maintenance: Protect Your Investment
Gear failure can derail a tour, so plan for repairs and replacements. Expect wear and tear on instruments, amps, and accessories, with broken strings or cables being frequent culprits.
Tour insurance can protect against lost or stolen gear, and investing in ATA-approved flight cases reduces damage risk during transit. Keep a toolkit and spare essentials on hand to avoid last-minute purchases at inflated prices.
Touring Tip: Pack backups of small, high-failure items like strings, picks, drumsticks, and cables.
Production Costs: Setting the Stage
Even modest shows require production planning. These costs include renting additional gear, paying for a sound engineer, or adding lighting and stage design to elevate your performance.
DIY artists often underestimate this category. Fans are more likely to attend shows with high production value, even if it’s a simple lighting rig.
Touring Tip: Partner with venues that provide in-house equipment to cut costs without sacrificing quality.
Promotion and Marketing: Filling the Room
Promotion is not optional if you want a packed venue. Costs include printed posters, boosted social ads, and local PR outreach.
Targeted digital ads are an affordable way to reach fans in each city. Platforms like Meta and TikTok allow location-specific promotions that stretch your budget further.
Touring Tip: Run ads 10-14 days before each show for optimal ticket sales momentum.
Personnel: Paying Your Team Fairly
Whether it’s a tour manager or a merch assistant, personnel costs impact your bottom line. Even if you’re touring with friends, paying a fair share of gas, meals, or accommodation keeps morale high.
Professional teams come at a cost, but they allow you to focus on performing and connecting with fans. Treat your team well, and they’ll help your tour run smoothly.
Touring Tip: Offer merch cuts or per diems for crew members if you can’t afford full pay.
Ticket Fees: The Silent Profit Killer
Ticket fees can feel small but have a big impact. Venues often take a percentage of ticket sales, while ticketing platforms tack on additional charges.
Negotiate with venues where possible, or explore platforms like Eventbrite and DICE that have transparent fee structures. Clear communication with fans about fees can also build trust.
Touring Tip: Offer early-bird or bundled merchandise tickets to offset fees and boost pre-sale...
