Touring is important for today’s artists because it is the best way to make money and is nearly guaranteed to make you more than streaming or merch sales. Touring is important for any artist because you are able to establish yourself within cities where current and potential fans live. When artists first start out, it can be easier to tour as an opening act for a more popular band — either because you’re not well known enough to fill a venue or you don’t have enough music to play an entire show.
However, touring is also important because it is the best way to make money as an artist today. More and more people are streaming music now which means you won’t be selling a lot of records in the coming years. Selling merchandise can be successful, but in the long run that revenue won’t compare to the money you’ll make from touring. Open up for Billboard chart topping artists or artists on the verge of breaking here.