Can independent musicians afford to tour anymore?
Once the primary way to make money as an artist, touring has become worringly inaccessible. What’s going wrong?
Touring has long been a crucial part of an artist’s career, allowing musicians to grow their fanbase, showcase their talent, and generate income. However, for independent musicians, the financial burden of touring has reached a breaking point, making it increasingly difficult to hit the road and perform in different cities or countries.
The cost of touring is too high
A recent survey conducted by Ditto Music, which polled 1,500 independent artists, revealed a stark reality: 82% of musicians worldwide say they cannot afford to tour beyond their local area. Even more concerning, 58.3% of respondents admitted that they had turned down touring opportunities due to financial constraints. This suggests that for many artists, the dream of taking their music on the road is simply not financially viable.
There are several reasons why touring has become so expensive. Rising fuel costs, accommodation fees, and meal expenses have driven up the overall cost of travel. Independent artists, who often have limited financial backing, struggle to cover these expenses, especially when their earnings from ticket sales or venue payouts are minimal. The cost of renting vans, paying for additional crew members, and purchasing equipment for live performances further adds to the burden.
Decline in venues and performance spaces
Another major challenge is the shrinking number of live music venues, particularly smaller independent venues that provide essential performance opportunities for up-and-coming artists. Many of these venues have struggled financially due to increasing rent, insurance costs, and lower consumer spending. In response, some venues now pay artists less than before, or in some cases, expect musicians to perform for free or for a share of ticket or bar sales.
As competition for performance slots grows, it has become common for musicians to accept lower or no pay in exchange for exposure. This dynamic has created a cycle where artists are forced to cover their own costs while struggling to make any profit from touring.
How has this impacted artists and music communities?
The difficulty of touring has significant consequences for independent musicians. For many artists, performing live is an essential part of developing their craft, gaining new fans, and building a sustainable career. If musicians cannot afford to tour, they miss out on these key opportunities, which can hinder their growth and success in the long term.
Additionally, the issue extends beyond artists themselves. As more bands skip smaller towns and less prominent cities, local economies also suffer. Businesses such as hotels, restaurants, and transportation services rely on concert-goers for revenue, meaning fewer live music events result in economic losses for local communities.
How can the situation be helped?
Industry leaders and musicians alike have started calling for solutions to ease the financial strain on touring artists. One potential approach is reducing the VAT on ticket sales. In the UK, VAT on concert tickets is currently set at 20%, while countries like France and Germany have lower rates. Reducing VAT could help venues generate more revenue, making it easier for them to pay artists fairly.
Some established artists are also stepping up to support grassroots venues and struggling musicians. For example, Coldplay announced that 10% of the proceeds from two of their 2025 UK shows will be donated to grassroots venues. Initiatives like these highlight how the industry can work together to support smaller artists who are facing financial difficulties.
Music Venue Trust’s recent 2024 report revealed some tough challenges ahead for the UK live music industry. However, continuing initiatives have led to some positive milestones, such as the securing of the freehold ownership of five independent music venues, as well as a pledge of support from the UK government to aid grassroots live music spaces and independent artists.
What does the future of touring look like?
While the rising costs of touring present significant obstacles, musicians continue to find creative ways to make live performances work. Some artists have turned to alternative methods, such as crowdfunding their tours, partnering with brands for sponsorships, or focusing on regional tours instead of national or international ones.
However, without wider industry support and structural changes, touring will remain a luxury that many independent musicians simply cannot afford. Addressing this issue requires action from policymakers, venue owners, and fans who value live music and want to ensure that independent artists can continue to share their music with audiences worldwide.
Summing up
The current state of touring is a wake-up call for the music industry. If changes are not made to support independent artists, the future of live music could become increasingly exclusive, favouring only those who have the financial means to tour.
While UK live music sector spending reached a record high last year, this was predominantly thanks to largescale arena tours, like Taylor Swift’s Eras Tour. Space equally needs to be carved out, and support offered, for the independent artists that contribute to culturally exciting and varied local music scenes. Ensuring that independent musicians can afford to take their music on the road is essential for maintaining a diverse and thriving music scene for years to come.