Touring

- We've talked about this idea of making it personal in our first lesson, and there's nothing more personal than seeing a great performer singing a great song live and looking them in the eye when they do it. It's the purest expression of songs and performances. It's where you meet your customers face to face. Because of that, live performances and touring can be a huge part of the marketing mix. When an artist can perform live, it gives the label a chance to bring partners to a show and see what that artist is all about. Those key partners might include retail outlets, radio programmers, music supervisors, music critics, media types, and more. A great performance by a great performer can seal the deal for those potential partners you'll need to make something happen in the music business. A radio programmer is contemplating adding a song to the playlist, a retail outlet deciding how much product to carry, a music supervisor or ad agency looking for a song. All of them can be pushed…