From Spotify Streams To Sold-Out Gigs: How To Get Fans To Come To Your Shows
By Sarah Jamieson
About one in three Spotify listeners attends at least one concert each year, but streams don’t guarantee sold-out shows. Talented, hardworking musicians with impressive Spotify numbers can still struggle to get people to come to live gigs.
If you’re wondering how to get more people to come to your gigs or how to promote a concert, you’re in the right place.
It can be disheartening to see thousands of monthly listeners and still play to 15 people. But the key is knowing which data signals real fans and how to use that knowledge by acting intentionally.
- Why Streams Don’t Equal Ticket Sales
- How to Gauge Demand For Live Gigs
- How Do You Get More People To Come To Your Gigs?
- How To Get More Gigs As A Musician
- How Can You Tell if Your Spotify Fans Are Showing up to Your Shows?
- Does Playlist Placement Help Sell Tickets?
Why Streams Don’t Equal Ticket Sales
Streams are great, but they don’t tell you the whole story when it comes to live shows. If you’re trying to figure out whether people will actually show up for your gigs, you need to dig deeper into your data. The good news? Platforms like Spotify for Artists give you rich metrics that help identify your best opportunities.
How to Gauge Demand For Live Gigs
There are some key metrics that can give you a clearer picture of real demand and save you from relying on assumptions.
Key Insights to Track on Spotify
- Top listener cities (Look for locations with 500+ monthly listeners)
- Your most-streamed songs (Great for shaping your setlist)
- Tracking follower growth and saves over time
- Playlist placements for grassroots fan growth
Other Sites to Use
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Chartmetric: Combine Spotify data with trends from social media
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Soundcharts: Monitor playlists, social activity, and radio traction.
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Signal: Top Cities by Monthly Listeners
- Why It Matters: Helps identify where you might be able to sell tickets
- Where to Find It: Spotify for Artists → Audience → Cities
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Signal: Follower Count & Growth
- Why It Matters: Followers get notified about new releases and tour dates
- Where to Find It: Spotify for Artists → Audience
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Signal: Saves & Playlist Adds
- Why It Matters: Indicates long-term interest and deeper engagement
- Where to Find It: Spotify for Artists → Music → Songs → Saves & Adds
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Signal: Listener-to-Stream Ratio
- Why It Matters: High ratio = fans are replaying your music (a sign of passion)
- Where to Find It: Spotify for Artists → Music → Songs
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Signal: Clicks on Show/Tour Links
- Why It Matters: Shows intent to attend a live performance
- Where to Find It: Spotify for Artists → Profile → Link Clicks
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Signal: Playlist Placements (User-curated)
- Why It Matters: Shows grassroots fan-driven exposure and sharing
- Where to Find It: Spotify for Artists → Music → Playlists
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Signal: Cross-Platform Fan Consistency
- Why It Matters: Strong signal that listeners are real fans, not just passive streamers
- Where to Find It: Use analytics from each platform
Marie Ulven, better known as Girl in Red, used Spotify analytics to pinpoint her top-listening cities, then built a tour around that information, hitting Dallas, Houston, and Austin. By leaning on the insights from Spotify, she tapped directly into where her audience was most engaged.
This is how you take the guesswork out of tour planning.
How Do You Get More People To Come To Your Gigs?
Getting people to come to your live gigs means making it easy to find you and where you’re playing. There are a few ways to go about this, depending on the platform.
Promotion on Spotify
Make sure your Spotify profile works as hard as you do. Update it with all your upcoming shows so fans know exactly when you’ll be in their city. Spotify’s built-in tools make it easy to list your tour dates. Your listeners are already on the app, and this is your chance to turn passive streaming into active support at the door.
While you’re at it, use your Spotify bio to guide fans toward your email list. Offer incentives like free downloads, unreleased tracks, or exclusive content and use tools like Linktree or SmartURL to make signups easy.
Whether it’s through a link to your website, a sign-up landing page, or both, the point is to give them an easy way to stay connected. Why? It’s better to have a direct line to send out tailored show announcements and timely reminders.
There’s also a slew of options for people who want to use Spotify Live Events. Here are some ways it helps you promote your show.
- Spotify Live Event Feature: Personalized Concert Recommendations
- How It Helps Artists: Shows concert listings based on a user’s listening habits.
- Spotify Live Event Feature: Location-Based Alerts
- How It Helps Artists: Fans get automated notifications (email, push, in-app) when you're playing near them
- Spotify Live Event Feature: In-App Event Listings
- How It Helps Artists: Your upcoming concerts appear on your Spotify profile and in the Now Playing view
- Spotify Live Event Feature: Integrated Ticketing Links
- How It Helps Artists: Spotify partners with ticket platforms (Ticketmaster, AXS, Eventbrite, etc.) so fans can buy tickets
- Spotify Live Event Feature: “Fans First” Emails
- How It Helps Artists: For the Fan First program, loyal listeners can receive exclusive pre-sale or VIP offers
Promotion on Meta Ads and Social Media
Geo-targeted ads on platforms like Instagram and Facebook can be a powerful way to tempt Spotify fans to attend your shows. Tailor your content to the city you’re promoting in, and add RSVP links directly to your ads. Make it feel local. Something as simple as, “Hey Denver, I’m playing next weekend. Don’t miss it!”
Take it from Canadian indie artist Eric Kane, who mastered the art of hyper-local, personal marketing to sell out multiple shows. With just $5-a-day geo-targeted ads for each town on his tour route, he created buzz on TikTok and Instagram. He posted about his shows, asked followers to “comment below for ticket links," and then personally messaged everyone who engaged.
The results? He sold 70 tickets for a venue where he’d only played to 5 people the last time he visited. One TikTok hit over 100,000 views and drove 20% of his ticket sales. He used the profit to market the next round of shows, turning one win into another.
Is it a lot of work? Absolutely. But this kind of grassroots approach may be the future for DIY artists.
Promotion on Bandsintown
Bandsintown can be a game-changer for promoting your concerts. If you haven’t claimed your Bandsintown profile yet, now’s the time. Once you’ve got it, sync it up with your Facebook, Instagram, and Spotify profiles so fans can track you seamlessly across platforms. The more connected, the better.
Once you have your profile set, add the details for the show and write a description that grabs attention. Keep it personal and exciting, like: “Catch me live in Toronto, one night only!” Make it clear why fans can’t miss this.
Encourage your fans to click Track Artist. That way, they’ll automatically get push notifications whenever you add new shows to your schedule.
Other Tools For RSVPs
Eventbrite, Bandzoogle, or HyperFollow can help capture valuable fan data while encouraging seamless ticket purchases.
Use Your Email List Segment For Local Fanbases
Forget the generic “Hey, I’m on tour” email to your entire mailing list. You’re smarter than that, and your fans deserve more. Segmenting your lists into smart, focused engagement saves you money, time, and makes your fans feel seen and valued.
Try some of these strategies:
- Create segmented geo-based email lists (e.g., #ChicagoFans, #LAHeads).
- Send early ticket access to superfans in your top cities.
- Offer location-specific bonuses: exclusive demos, merch, or VIP access.
- Use smart links (like ToneDen or Linkfire) that capture location-based fan data.
- Share a casual “Hey, I’m playing near you!” message to fans in that area.
- Invite local influencers or collaborators for special events in the same city segment.
Example: "Chicago fans, sign up to get exclusive early-bird access to my next live event. You'll get an unreleased acoustic EP as a bonus!"
How To Get More Gigs As A Musician
Gigs for musicians can be tricky, but independent artists can get started without a manager or agent.
So, how do you get gigs? Here’s how to get started:
- Choose the Right Venues or Events: Reach Out to Bookers
- Research local venues and events that match your genre and vibe. Look at their past lineups and social media to see if it’s a good fit.: Send a professional email or press kit when pitching venues. Be sure to include your Spotify link so they can hear your work.
- Choose the Right Venues or Events: Network with Other Artists
- Research local venues and events that match your genre and vibe. Look at their past lineups and social media to see if it’s a good fit.: Join local music groups online and go to open mics or jam nights to meet artists, collaborators and bookers. Offer to open for local acts or swap shows in each other’s cities.
Do Venues Care About Spotify Stats?
The short answer? Yes, and more so than ever.
Spotify fan location data can make or break your chances of securing a spot. Venues want proof you can draw a crowd, and your Spotify stats (monthly listeners, playlist features, follower growth) are solid indicators of your reach.
When pitching venues or booking agents, include your ...
