When it comes to touring, independent artists and their teams often face significant revenue risks. RoadNation aims to help mitigate this risk and drive more fan engagement through a direct artist-to-fan platform that sees artists funding their tours upfront through exclusive products while the fans get input into where their favourite artists will play.
Artists can start a campaign by designating an area they want to tour, setting a financial goal for each city and offering tiers of packages (with exclusive experiences and products) to fans.
Country trio Fairground Saints are one of the acts currently running a campaign on the platform. For $15, fans get a Fairground Saints pop socket; for $30, they’ll receive a signed setlist, a personalised message from the band and a spot on the guest list; and for $50, fans get access to a pre-show pizza party with the band as well as guest list for the show.
In this case, each city has a financial goal of $500, meaning that as soon as this target is reached via sales of the packages, the band guarantees a show. This effectively brings artists and fans together in building tours and gives highly engaged fans the opportunity to get artists to come and play close to where they live – which might be cities outside of an artist’s normal touring schedule.
Besides helping artists to ensure financial viability for their touring, this also creates an even closer connection with their true fans. The offering is also interesting from a marketing standpoint: imagine the excitement of a fan who has just supported securing a gig in their city by buying one of the exclusive products – evoking a very sharable moment for the fan which can help to further increase the reach of the campaign. RoadNation isn’t the first startup to explore this idea, with Stagelink, Bandsquare, Tootoot and Weeshing being among the others that Music Ally has covered in the past.