Koen Ter Heegde, co-founder of Subroutine Records, advises DIY musicians to view the European music DIY infrastructure as a cohesive ecosystem. He emphasizes that successful tour planning is part of a broader one-year strategy, including budgeting, promotion, and narrative development. Ter Heegde’s practical tips include initiating tour planning six months in advance, carefully mapping routes with like-minded scenes, connecting with local promoters, and creating realistic budgets. He also stresses the importance of merchandising tailored to local audiences, understanding border-crossing requirements, and maintaining backup plans and collaborative networks. This holistic approach offers a roadmap for DIY musicians aiming for tour success.
The European music DIY infrastructure is a single ecosystem, which includes interconnected local music scenes, spaces, promoters, artists, record stores, sound technicians, volunteers, and other players of the music industry. In his opinion, the ecosystem consists of all of the things that you need to make the music outputs. Understanding this comes in handy for DIY acts when planning a tour.
Actually, the creation of a tour is part of a larger long-term plan. This is a one-year strategy, which, in addition to the tour itself, includes the preparatory stage, budgeting, interaction with promoters, the promo company – press releases, posts on social media, announcements of performances, and more.
A successful tour is impossible without creating a narrative – a story that will be transferred – how the band was formed, what music it plays, their releases, performances and merch. The decision of when to go on tour should be based on the inner confidence and readiness of the artists. It is important not only to choose the right time for the tour but also to connect it with the releases and promos in social networks.
Koen Ter Heegde provides practical tips and tricks for DIY artists to make the tour successful:
- Start planning 6 months before your tour
- Explore routes and distances. Find the same contextual scenes on your way. Mark them on the map, circle these drops, and connect them – this will be the area and route of your tour
- Plan small concerts and free shows for donations if they are on your way
- Start local and finish local. You can end the tour in a nearby town
- Search for contacts, reach out to local international promoters, and keep them updated
- Create a potential budget, starting with the expenses you plan to make
- Research the potential of tour funding. Explore local subsidies and organizations that can be funded at the city, regional, or national level.
- Prepare your merch, use the right sizes, messages, and good design. Be prepared to sell it in local currencies
- Be aware of local customs and be attentive to board-crossing requirements
- Have backup plans for another route or venue, keep in touch with bands, ask for advice, and offer help (share basic drums and background)
- Finally, be proactive, and dynamic and create yourself!
*Сreated based on the materials of the lecture by Koen Ter Heegde