Merch makes the difference
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As the band was packing up, I brushed by and could hear the owner spouting his contorted excuses about why he couldn’t pay the guarantee. I’ve heard it all before and I’ve felt that crushing feeling of not knowing how I would make it to the next town because an owner or promoter let me down. I was glad it wasn’t me in that position that night.
That’s why it surprised me to see that Tony just nodded and smiled as he listened to the news!
It all made sense twenty minutes later when I saw him packing up the merch booth. As he stuffed an impressive wad of cash into his guitar case, he gave me the most valuable piece of advice I ever heard on tour:
“Don’t rely on the promoters. As long as you put on a killer show and have killer merch, you’ll always have enough gas to make it to the next stop.”
The bottom line is that if you want to be a professional musician, you should have a solid merch setup and promote it effectively at your gigs. Because it might be the only money you make that night.
What constitutes a solid merch setup?
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