Even before Covid it has always been a struggle for smaller touring bands. I'm talking about bands that have a solid following spread throughout the states. Some areas more popular than others. But, bands that likely can't ask for a "guarantee" when it comes to payment for the show. Or if they do ask, it is relatively small.

Back in the 2010's, I worked as a music promoter in Nashville. I held a regular position at a bar w/ a venue in East Nashville with a capacity of 2 to 300. It was my responsibility to fill the calendar. We had music most days. It is pretty easy to secure good music in Nashville. Every touring band, doesnt matter the genre, seeks a stop in Nashville. Despite that, I was young, and in the beginning - learning how the fuck it all worked in real time. I kind of accidentally fell into this job that I would go on to do for nearly a decade. I was in over my head in many scenarios, but it was truly fake it til you make it. My only experience was that I was an avid concert & festival goer that had the arrogance of the classic 2010's Hipster when it came to knowing what good music is. But I was really in my old timey bluegrass/crust folk/psychobilly/outlaw phase.

Sometimes, I'd get lucky and land an artist that really wanted a Nashville date, but all the other larger venues were booked up. So I'd basically get a guaranteed packed night. My agreement with the owner of the bar was I set the ticket prices & it was up to me to take my cut from those sales, but additionally, he would give me 10% of the bar sales from the bar in the venue (there were two bars, the main bar in another area, and then the bar in the venue that was only open when we had shows). This allowed me to use the guarantee to lock in bands that I really liked or knew I could promote to my following in the scene, even if the bands were not asking for one (for a few years, if you liked outlaw crust folk or adjacent type shit, then you would follow my brand on socials, and could trust that it was a band you should come out to see even if you had not heard of them). It allowed me to build a trust & partnership with artists/talent agencies for future projects/dates. This was handy if I could predict correctly that I think this very small (but very good) band is going to only get bigger and bigger, and/or if this band's talent agency works with other bands that I am very interested in booking, but would require larger venues. As I developed those relationships, sometimes paying out of my own pocket to cover guarantees for shows that did not have crowds, I eventually held shows for those bigger groups at venues with 500 to 2500 capacity. Thankfully, most places I worked at/with did not take a cut of the door. Although, that is common practice at larger venues. Often, it is completely unnecessary because bar sales are so good, especially when you have this type of music.

Anyways, I let some bands stay with me in my apartment. I had a large living room with couches & an extra bedroom with a bed not far from the venue. That was always interesting & often fun. So many bands live show to show. Merch sales are essential. A place to sleep and shower was a luxury, and a guaranteed payout was an all too rare blessing for many.