Russ gives a ticketing lesson and encourages indie artists

Russ gives a ticketing lesson and encourages indie artists

Learn the difference between ‘soft ticketing’ and ‘hard ticketing’

Russ is usually making headlines for rants about how blogs didn’t cover him in the past or how the labels negatively operate. All that is fair play and he is entitled to tweet/discuss what he wants in interviews, but I felt that his latest stream of tweets deserved some shine.

After his Red Rocks show, Russ took to Twitter to give young artists a ‘Ticketing 101’ class. His tone was encouraging and he gave good information that I hope will help other artists.

Many artists aren’t aware of the two types of tickets – ‘soft tickets’ and ‘hard tickets.’ Via Fan Fest, Normally, a festival is sold in ‘soft tickets.’ This means that the tickets that are being sold, can’t be tied back to one artist. Which is the logic way of ticket selling. You can’t split a percentage of what you sold for your festival tickets to one band.

Now the term ‘hard ticketing’ is used for an artist in concert. Like, for example, Billy Idol is doing a show in Madison Square and he has 2 support acts. This is hard ticketing because you know that a percentage goes to the headliner for sure.

It’s cool to perform in a festival setting, but you can’t necessarily attribute the ticket sales to your name being on the bill. This is true for young, indie artists, especially. Chances are, most of the audience was going to show up, anyway.

The goal is to create a solid touring history and build a genuine fan base. You’ll need to engage in hard ticket sales to achieve this, over time. When you throw a concert or headline a show, it’s on you. If people show up, it was because they came to see you perform.

The hard ticket audience is your bread and butter. They are loyal. They are showing up to see you perform on that stage. Don’t get caught up in how many fans show up, at first. 10 people turns into 50. 50 people turns into 100. 100 people turns into 500, and so on.

If you’re a talented artists and wish to be around for a long time, build your fan base. It will not happen overnight. You will probably go through spells of wondering whether or not you wish to continue. It will be a challenge, but I’ve learned that many people who succeed refused to give up when it got tough. Keep going.





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