ABSTRACT
This chapter focuses on managing the artist's live performances. There are five principal job areas that support an artist who will be earning from live performances: booking engagements, managing the tour, promoting the tour, managing the administrative business functions, and generally managing the artist. Budgeting for performances requires considerable planning by the business manager or the artist manager. The artist manager or someone on the manager's staff must handle the activities of managing a tour. Selling artist's merchandise at performances and on the artist's website is another way live performance can quickly begin generating income to support the artist's career. A budget item the manager should be prepared to see in the performance contract is something variably called the merch rate, house rate, or hall fee. College touring can be valuable for a manager who is helping an artist with building a fan base composed of the target market.
