Touring is how an act develops and how a band makes money, grows its fanbase, and increases its overall visibility. In many ways, whether you're an artist or a band, you're really only as good as your touring game. In this interview with CreativeLive, Outerloop Management's Mike Mowery explains why touring is important and how to do it effectively – no matter which stage of the game you're in. He also talks about the importance of treating your music as a business and how to get noticed as an artist.
The president and managing partner of Outerloop Management, Mike Mowery began the company with Jeff Cohen in 2004. Now based in Silver Spring, MD, with an office in Los Angeles, Outerloop manages 40+ artists and employs six managers and support staff. In 2013, Outerloop Management started Outerloop Records as a partnership with Fearless Records, as well as Crime Kitchen, an EDM label. Past ventures have included a show promotion company and a marketing firm.
00:00 - Success as a smaller act: a multi-tiered approach
00:35 - An artist is ready to be signed when…
00:50 - How often should an artist tour?
02:18 - What factors should be considered when signing a record deal?
03:40 - How to get noticed as an artist
05:00 - Importance of the brand of a band
05:35 - Why should artists view this as a business?
05:57 - Exposure on different levels
06:52 - What is success?
Do you agree with Mowery's advice? How often do you tour? Let us know in the comments!