Tour Coming Up? Here’s How Small Artists Can Promote Shows & Music Like the Pros

If you’re gearing up for a tour or releasing new music, there’s one thing you can’t afford to overlook: promotion.

It doesn’t matter how talented you are — if no one knows about your show or your song, they won’t show up or press play. And while major artists have big teams behind them, independent musicians need smart strategies that work on a small budget.

I've run digital ad campaigns and marketing strategy for artists like Micah Tyler, David Leonard, Unspoken, and 7th Day Slumber, and I’ve seen firsthand what moves the needle — and what doesn’t.

Here’s how you can promote your upcoming shows and new releases like a pro, without needing a full-time team or massive budget.

1. Start Local: Build Momentum Where You’re Known

Before trying to reach everyone, focus on the areas where you already have the most fans. This is especially powerful before a tour.

• Run local Facebook and Instagram ads 2–4 weeks before your show

• Include city name keywords in your content (e.g. “Can’t wait to be in Dallas this Friday!”)

• Partner with local churches, venues, or communities to cross-promote

• List your event on local calendars, Christian radio websites, or Facebook groups

Pro Tip: Use your warmest cities to build social proof — that excitement will carry into other tour stops.

2. Turn Social Media Into Your Street Team

Your followers are already fans — now turn them into promoters. How?

• Ask them to share your tour dates (create a graphic that’s easy to repost)

• Run a “tag a friend” giveaway for a pair of free tickets

• Use countdown stickers and engagement polls in Instagram Stories

• Post Reels showing BTS footage, song snippets, or even venue soundchecks

Bonus Idea: Film a personal video saying “Hey Chicago, I’m coming your way on [date]” — then run that as a local video ad.

3. Promote Your Music with a Simple Funnel

Whether it’s a new single or a full album, you need more than just a Spotify link in your bio.

Here’s a simple structure:

• Landing page or link in bio → Collect emails + offer a free download or early access

• Email follow-up → Tell the story behind the music, include a link to stream

• Retargeting ads → Run ads to anyone who visited that page or watched 50%+ of a video

You can set this up with tools like Linktree, ToneDen, or a simple ConvertKit landing page.

4. Use Paid Ads (Yes, Even on a Small Budget)

Most artists skip ads because they think they’re too expensive — but you can get started for as little as $5/day.

Here’s what works best:

• Tour promo ads: Geotarget by city and use concert footage or personal video invites

• Music video teaser ads: Run these to fans of similar artists (like Casting Crowns or Tauren Wells)

• Lead gen ads: Offer a free song download in exchange for an email

Having worked on campaigns for Micah Tyler and Unspoken, I can tell you: authentic, simple video content always outperforms polished promo graphics.

5. Don’t Sleep on Email — It Still Works

Social media is great, but it’s noisy. Email is direct and still converts well — especially for music fans.

• Build your list at every show with QR codes or text-to-join

• Send behind-the-scenes updates while you're on the road

• Promote music launches, merch drops, or exclusive live session videos

• Use countdown timers for show reminders or tour ticket deadlines

If you’re not collecting emails yet, you’re leaving future fans and sales on the table.

6. Record Everything: Content Is Your Secret Weapon

Every show, rehearsal, soundcheck, or songwriting session is an opportunity to create content.

• Film short vertical clips for Instagram, Facebook, TikTok

• Use Canva to turn quotes or lyrics into branded graphics

• Ask someone to film audience reactions or moments of worship on tour

The goal? Build a library of content that keeps your name in people’s feeds — even after the show ends.

Final Thoughts

You don’t need a record label or six-figure budget to promote your music or sell out a tour. You just need consistency, authenticity, and a few smart strategies that match your stage of growth.

If you're serious about growing your reach, building your fanbase, and showing up like a pro — even as a small artist — I’d love to help.

Let’s talk about how to build a custom campaign for your next tour or music drop, just like I’ve done with Micah Tyler, David Leonard, and 7th Day Slumber.