“Tour: Smart – and Break the Band” by Martin Atkins is a must read for any and all musicians, bands or anyone in a touring industry. It is amazing that someone actually took the time and effort to write such a comprehensive book on the subject – take advantage of the expertise.
This book is chalk full of insight, not only from author Martin Atkins (PIL, Pigface), but also from dozens upon dozens of interviews and stories compiled from touring insiders, musicians, tour managers, club owners, record executives and roadies – just to name a few.
I think Martin Atkin’s introduction to the book really sets up what you should know and will learn while you read this book:
“You should fail because your band is shit or because you don’t have the balls. You shouldn’t fail because of a lack of some basic advice and a bit of planning. Your music, your band, might be important to some people, very important to a few, mildly important to a few others, but it will never be more important to anyone than it is to you. Apply that principle to everything.”
Don’t let the book’s immense size turn you off (over 500 pages.) This is not a book that needs to be read cover to cover (though, that is what I did.) This book is meant to be picked at little by little. Chapters are short and impressively interesting. The book covers everything from the necessities of a tour to why those on tour shouldn’t do drugs or crap in the tour bus toilet. One resounding message is that you have to treat your music as a business and be responsible for that business at every facet.
The highlights of this book are presented in chapter summaries and lists outlining things that bands should do and not do. These smart tips are enough to guide bands in the right direction, but once you start reading the book, you are really going to get drawn into the witty and relevant stories from the industry insiders. The experiences that these people have went through range from the intensely cautionary to the absolutely hilarious.
“Tour: Smart” also goes into some great detail about marketing efforts, especially when the band is getting ready for a tour. These marketing tips will give you a great starting point for any efforts, though. The book tells you how to book shows, advance a show, get radio play before a show date, assemble a street team and actually get them to promote, and keep track of it all. Putting your best song first on the CDs you make, knowing your audience, and keeping track of everyone you meet, are a few of the other essentials Mr. Atkins stresses.
Learning the ropes of touring will never be easy, even if you think you are prepared. This book provides stories that show the highs and the lows of touring, what (and who) to avoid, and overall what you can expect out on the road. It is basically the quintessential textbook on the subject of touring.
“You need one voice for the tour. It has to be a benevolent dictatorship.” – Martin Atkins
Every band should have this book in their possession whether they are just getting ready to tour or are in the midst of one. If you are just starting out, you will learn a whole lot of things to do and expect on a tour. If you are already touring, you will not only enjoy reading the book and comparing your own experiences, you will almost certainly learn something new as well.
“Tour: Smart – and Break the Band” by Martin Atkins can be found at Amazon.com for less than $20 new.
Scott Muck is an author and contributor to Detone8.com. Scott is a Marketing major residing in the Metro Detroit area and has worked to help promote and market in various media for many years.