Does opening for a big artist really boost your music career?
A recent study has revealed that opening slots can raise your profile, but sustaining any momentum takes more than just stage time.
The reality of opening gigs
For emerging artists, landing an opening slot on a major tour may feel like the sure thing to a path of success. In a world where touring is becoming increasingly expensive and unviable for many emerging artists, performing as a opener is seen as a golden opportunity to reach new audiences, share stages with top-tier acts, and potentially launch your career to the next level.
But, a recent study suggests the benefits may be more short-lived than many expect.
Only a short-term boost?
A 2024 study conducted by Jeff Apruzzese, has revealed that opening performances do typically lead to a spike in streaming numbers. The findings break down the effect an opening slot can have on the streaming numbers for different tiers of artists pre, during and post tour.
Developing artists saw an 18% rise in streams before and during the tour. However, those numbers dropped 6% once the tour ended, pointing to a lack of long-term audience retention.
In contrast, mid-level artists saw a modest pre-tour bump followed by a significant 28% post-tour rise. Mainstream and superstar artists often maintained or increased their streaming figures throughout.
These differences suggest that the benefits of opening slots vary depending on where an artist is in their career. For emerging artists, the immediate exposure and boost in streams is real, but often fleeting.
Why the headliner matters
The alignment between an opener and the main act is a crucial factor. When Phoebe Bridgers opened for Taylor Swift, two artists with overlapping fanbases and similar styles, Bridgers saw a notable boost. Streams increased 6% during the tour, with a slight decline after.
This can be compared to Paramore, who is more stylistically different from Swift, who saw a slight drop in streams during the tour, with no change post-tour. The takeaway? Stylistic and thematic compatibility can influence how receptive and engaged the headliner’s audience is to the opening act.
Another important factor is the headliner’s fanbase. If the headliner’s fanbase is a more strong, and supportive community, the chances are they will engage more heavily with the opener’s music- especially if they are endorsed by the headliner themselves.
Engagement beyond the stage
Performing as an opening act isn’t enough on its own to transform your music career overnight. What an artist does outside of the tour is just as important as what happens on stage. Artists who continued releasing music, stayed active on social media, or joined other high-profile tours were more likely to hold on to the new fans they gained while opening.
Putting it simply, the opening slot can bring in new listeners. However, turning this momentum of casual listeners into engaged superfans takes more effort.
Live exposure still matters
Despite the lack of guaranteed results, opening can still be beneficial. Performing live helps artists refine their stage presence, gain performance experience, test new songs, and where better to do it than in front of a large audience. Plus, 68% of concertgoers surveyed reported discovering new bands through openers, with some likely to buy tickets to see openers if they returned to the area as headliners.
While opening for a major act may not singlehandedly launch your career, it can open up opportunities if you’re ready to capitalize on them. With a well-thought out plan to retain and keep your new audience engaged, you could just keep the momentum going.