Most people don’t really understand what a tour marketing department at an agency does. Some assume we just approve artwork and videos – but that’s just a small fraction of our role.
Our primary focus is the announcement and on-sale of a tour, managing every aspect of the campaign leading up to the shows. This includes marketing, promotion, press, and ticketing, all handled with meticulous attention to detail. As tour marketers, we need an expansive knowledge base, and the learning never stops.
We are the point of contact for a tour launch, acting as the bridge between managers, promoters, and agents. On top of that, we sometimes explore potential sponsorship opportunities where they can bring added value. Simply put, tour marketers play a crucial role in the success of an artist’s live campaign.
WME was one of the first UK agencies to create a dedicated tour marketing department. Few agencies have them even now. Like many innovations, this started in America. But when WME’s UK office trialled it, the success was undeniable. Today, the UK office handles tour marketing for every market outside North America.
About 50% of what we do is ticketing. We determine strategies for platinum, premium, flex pricing, aisle seats, and VIP packages. We also advise on third-party vendors for VIP experiences when they’re not managed directly.
The secondary ticket market is huge right now, and we work with management and promoters to develop strategies to handle it effectively. Before launching a major tour, we ensure ticket limits and terms and conditions are in place. When tours sell out, we scrub databases for ticket touts who hoard tickets – sometimes cancelling those sales and returning tickets to fans. As the saying goes, we put tickets back into the hands of fans.
“Tour marketing is becoming more important than ever”
I’m especially proud of a recent campaign for Benson Boone.
With numerous stakeholders involved, I streamlined the process for seamless coordination of assets, messaging, and schedules. By applying my expertise in marketing/ticketing strategies, I helped create a launch plan that was a huge success and generated significant excitement for the tour, leading to a sellout. Another standout campaign was Keane’s 20th anniversary tour, which spanned arenas in the UK, North America, Europe, and South America.
With each market having its own unique dynamics, I used my expertise to advise the team on what strategies would work best in each region and how to maximise impact. This tailored approach was invaluable in ensuring the tour’s success across diverse audiences.
Working on non-traditional shows is another rewarding aspect of my job. For example, Andy Murray had never done a live tour before, and I played a key role in advising on and developing strategies to effectively communicate the concept of his show to his fanbase. The result was a huge success, with the tour selling out instantly.
The challenges we face depend on the client and the shows. Some give us free rein, while others have more restrictions. In those cases, we use our experience to find innovative strategies for success.
Tour marketing is becoming more important than ever. The number of requests for our help is huge, because people know the value we can add. Managers love it and artists love it. Campaigns can be complex, but we dedicate the time and effort to make them successful.
Meera Patel will chair a tour marketing session at ILMC Futures Forum on 28 February.
Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.
‘Agency tour marketers are integral’
WME music marketing agent Meera Patel details why tour marketers are becoming an essential part of touring
13 Jan 2025
Most people don’t really understand what a tour marketing department at an agency does. Some assume we just approve artwork and videos – but that’s just a small fraction of our role.
Our primary focus is the announcement and on-sale of a tour, managing every aspect of the campaign leading up to the shows. This includes marketing, promotion, press, and ticketing, all handled with meticulous attention to detail. As tour marketers, we need an expansive knowledge base, and the learning never stops.
We are the point of contact for a tour launch, acting as the bridge between managers, promoters, and agents. On top of that, we sometimes explore potential sponsorship opportunities where they can bring added value. Simply put, tour marketers play a crucial role in the success of an artist’s live campaign.
WME was one of the first UK agencies to create a dedicated tour marketing department. Few agencies have them even now. Like many innovations, this started in America. But when WME’s UK office trialled it, the success was undeniable. Today, the UK office handles tour marketing for every market outside North America.
About 50% of what we do is ticketing. We determine strategies for platinum, premium, flex pricing, aisle seats, and VIP packages. We also advise on third-party vendors for VIP experiences when they’re not managed directly.
The secondary ticket market is huge right now, and we work with management and promoters to develop strategies to handle it effectively. Before launching a major tour, we ensure ticket limits and terms and conditions are in place. When tours sell out, we scrub databases for ticket touts who hoard tickets – sometimes cancelling those sales and returning tickets to fans. As the saying goes, we put tickets back into the hands of fans.
I’m especially proud of a recent campaign for Benson Boone.
With numerous stakeholders involved, I streamlined the process for seamless coordination of assets, messaging, and schedules. By applying my expertise in marketing/ticketing strategies, I helped create a launch plan that was a huge success and generated significant excitement for the tour, leading to a sellout. Another standout campaign was Keane’s 20th anniversary tour, which spanned arenas in the UK, North America, Europe, and South America.
With each market having its own unique dynamics, I used my expertise to advise the team on what strategies would work best in each region and how to maximise impact. This tailored approach was invaluable in ensuring the tour’s success across diverse audiences.
Working on non-traditional shows is another rewarding aspect of my job. For example, Andy Murray had never done a live tour before, and I played a key role in advising on and developing strategies to effectively communicate the concept of his show to his fanbase. The result was a huge success, with the tour selling out instantly.
The challenges we face depend on the client and the shows. Some give us free rein, while others have more restrictions. In those cases, we use our experience to find innovative strategies for success.
Tour marketing is becoming more important than ever. The number of requests for our help is huge, because people know the value we can add. Managers love it and artists love it. Campaigns can be complex, but we dedicate the time and effort to make them successful.
Meera Patel will chair a tour marketing session at ILMC Futures Forum on 28 February.
Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.
Read More Like This
Live’s integral role in The Cure’s No.1 campaign
Long-term agent Martin Hopewell, Primary Talent's Charlie Renton, promoter AAA & Troxy unpack the seminal band's latest chart-topping feat
IFF 2024 announces first agency showcases
The invitation-only event is returning to Omeara in London Bridge this September with an expanded campus for its 10th edition
SM Entertainment founder launches rival agency
K-pop pioneer Lee Soo-man has unveiled a new agency called A2O Entertainment after his messy departure from SM
The Earth Agency ethos: ‘We respect the ecosystem’
Marking a decade in business, the firm's Naomi Palmer, Luke Williamson & Claire Courtney look back on the story so far
Down to Earth: Inside Earth Agency’s first decade
As the fiercely independent agency celebrates 10 years of success, its leadership team reflect on their unique approach to business