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How to Book a Tour event… Summary of key points

24 January 2012

The 4th of a series of MMF events with the live world took last week at the Under The Bridge club in Chelsea (www.underthebridge.co.uk). Newly opened the venue is available to hire for gigs/filming/functions etc etc  with 600 capacity. Contact Joanne Hunter (joanne.hunter@underthebridge.co.uk).

The object, as outlined by Chair Jon Webster from the MMF, was to learn from experienced professionals some of the issues around booking a tour. What was your objective from booking a tour?

Making as much money as possible?

Being as green as possible i.e. minimizing your carbon footprint?

Expanding your fan base?

Selling more merchandise or CDs?


The panel consisted of:

  • Agent and Manager – Adam Elfin Ex artist/tour manager and now agent – Alex Bruford
  • Freight company Sound Moves – John Corr (who also bought the post discussion drinks for which thanks)
  • Production Manager – Richard Young
  • Aircraft provider – Adrian Whitmarsh from Premier Aviation

After an hours’ sometimes heated, often funny discussion the following principles had been arrived at:

  • In common with other events there are always experts around to help you and the panel were always willing to be consulted for free to offer advice. Connect via the MMF if needed.
  • Be prepared to be adaptable i.e. to multitask where necessary but also to be aware of limitations and make sure everyone on the tour knows who is responsible for what
  • Communicate at all times. That includes involving all parties who are involved in the tour at the beginning of planning
  • Despite the MMF mantra of “There are no rules anymore” in this ever changing world, it comes slightly unstuck when you approach the Swiss border without a Carnet and are refused entry! But that is where point 1 comes in. Ask an expert.

The evening did focus on mostly large tours but the aspirational aspects were still there –  as long as you remember them in 5 years time when your artist finally makes it and you embark on booking your first proper tour.

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