Why touring smaller towns can be the smartest move for independent artists
Before you set your sights on the bigger cities, here’s why you should be booking gigs in smaller venues and towns.
Touring might feel tougher than ever with rising costs and fewer small venues, but there’s a growing movement of artists reconnecting with regional audiences. From the coast of Cornwall to the Scottish Highlands, smaller towns are proving they still have big love for live music – and big potential for artists willing to make the trip.
A recent article from The Guardian cited Denis Desmond, chairman of Live Nation UK & Ireland, as saying, “Compared to 2015, we’re hosting events in 40% more towns across the UK – showing that demand really is nationwide.” That growth shows a clear message: there’s a hunger for live music beyond the major cities.
Although tours might be being condensed, with bands skipping even the larger cities, history proves the value in scheduling performances off the beaten track. From The Beatles performing in Wakefield and Taunton in the 1960s to Ed Sheeran playing Keele and Falmouth during his early career, the UK’s music history is full of artists who built success by going off the beaten path. And for today’s independent artists, those same smaller stages could still be the key to long-term growth.
The benefits of playing smaller towns & venues
When you start out as a performer or band, you might have your sights set on the alluring dream of taking cities like London or Manchester by storm. While playing in smaller towns may not seem glamorous, the rewards often go beyond ticket sales. Here are some of the main reasons it’s worth doing:
Higher audience engagement and appreciation
As Emma Pollock of The Delgados told The Guardian, “To be as profitable as possible means that you play in front of as many people on the one night as you possibly can – and that pushes you into the cities. As a bigger artist, you will stick to the cities; but as a smaller artist, you are sticking to the clubs.”
Smaller crowds don’t mean smaller energy. Fans in regional towns are often more excited to see artists who rarely visit, creating memorable nights that leave a lasting impression. Equally, as a newer independent artist, audiences can feel more invested in your shows if they feel part of an exciting, meaningful event, and feel more invested in the early stages of your career.
Stronger merch sales
Gareth Barber, who runs Esquires in Bedford, told The Guardian, “I don’t think that touring provincially is particularly risky. The audiences actually want it that little bit more.”
That enthusiasm shows up at the merch stand, too. Barber noted that “merchandise sales on the shows here are much higher than they are in some of the cities.” For artists funding their tours, this can make a real difference.
Lower touring costs
While major cities might seem more profitable, they often come with higher costs. Beverley Whitrick, COO of the Music Venue Trust (MVT), pointed out that “Accommodation in major cities is more expensive than in smaller towns and cities.”
Some regional venues even go the extra mile to make touring easier. Our county’s very own, The Cornish Bank in Falmouth, for instance, offers flats for artists to stay in – saving them money on hotels and giving them a stunning sea view while they’re at it.
A more personal touring experience
Small-town gigs often feel more intimate. As Will Greenham, bookings manager at The Cornish Bank, told The Guardian, “If they come to somewhere like Falmouth, they will get the most real experience. You’re so far from London. People down here will give you the best night.”
These kinds of shows help artists connect directly with fans, build word-of-mouth buzz, and grow a loyal following that lasts long after the final encore.
Challenges and opportunities
As you can see, there are numerous benefits to touring smaller towns and venues. But, it’s also important to be realistic and remember some of the challenges. Touring outside the main cities can still be tough. Petrol prices, crew costs, and fewer financial guarantees all play a part. That said, independent venues are adapting and improving to make themselves more accessible to artists.
In The Guardian article, Sybil Bell, founder of Independent Venue Week, praised the effort venues are putting in: “They really take care of the artists… People have really upped their game.” Venues like the Trades Club in Hebden Bridge even help artists load in and make sure they’re properly fed and looked after.
With the Music Venue Trust pushing for more funding and renovation support, smaller venues are gradually becoming more comfortable, affordable, and reliable places to play.
How to book gigs in smaller towns
If you’re an emerging artist looking to plan your own tour of smaller towns and venues, here’s how to get started:
- Research grassroots venues – Start with independent venues listed by organisations like the Music Venue Trust or Independent Venue Week.
- Connect locally – Reach out to regional promoters or collaborate with local bands for gig swaps.
- Be flexible with pay – Smaller venues may not offer large fees, but merch sales and fan growth often make up the difference.
- Keep travel simple – Travel light, share transport, or team up with other artists to save money.
- Promote your shows early – Use social media and local press to build anticipation.
- Return regularly – Playing the same towns again and again builds loyalty and momentum.
Small shows, big pay-off
Playing smaller towns isn’t about filling gaps between major shows – it’s about building real connections, refining your live craft, and creating a foundation for long-term success. From The Beatles to Sam Fender, many of the UK’s biggest stars started this way.
If you’re planning your next tour, don’t overlook the smaller dots on the map… they might just be where your biggest opportunities begin.