It's not touring that's important, it's HOW you're touring. And according to some of the most successful managers and artist development executives, the secret is to really sink your teeth into the territory. That means NOT passing through, saying 'hi-bye' and expecting an impact. “You won't be in the fabric," Glassnote Entertainment founder Daniel Glass warned an audience at MusExpo in Hollywood on Monday. The Glassnote roster includes Phoenix, Mumford & Sons, Temper Trap, and Two Door Cinema Club, success stories that required patience and strategizing. “The world is flat if you put the time into it and have the right strategy."
Troy Carter, Lady Gaga's manager, said something very similar."If you want to break Australia, you'd better spend 3-4 weeks there. If you want to break the UK, you'd better spend 3-4 weeks there," Carter said, while emphasizing the huge setup processes that preceded Gaga's success.
All of that revises the memo that most artists are getting, which simply states, 'tour, tour, tour...' But that can be a recipe for mediocre fan connections, especially if potential fans feel like they're just getting the wave. “There's also the 'festival disease,' where bands play one festival after another and have no idea where they are," Glass continued.
Sounds like a lot of involved legwork, but this is mostly a complement to online fan connections and technology, not an alternative. Indeed, one could hardly argue that Lady Gaga is holding back online, but there's still something about the tangible, 'in person' connection that serious touring and residency brings. It makes a difference, no matter how old-fashioned it seems.
Troy Carter, Lady Gaga's manager, said something very similar."If you want to break Australia, you'd better spend 3-4 weeks there. If you want to break the UK, you'd better spend 3-4 weeks there," Carter said, while emphasizing the huge setup processes that preceded Gaga's success.
All of that revises the memo that most artists are getting, which simply states, 'tour, tour, tour...' But that can be a recipe for mediocre fan connections, especially if potential fans feel like they're just getting the wave. “There's also the 'festival disease,' where bands play one festival after another and have no idea where they are," Glass continued.
Sounds like a lot of involved legwork, but this is mostly a complement to online fan connections and technology, not an alternative. Indeed, one could hardly argue that Lady Gaga is holding back online, but there's still something about the tangible, 'in person' connection that serious touring and residency brings. It makes a difference, no matter how old-fashioned it seems.
