Road Warriors: DIY Artists and Touring as Independent Promotion

Abstract

This thesis explores the creation and execution of a DIY artist career plan for Aslin, a singer-songwriter releasing her third EP Inflight. The project focuses on promoting Inflight through a regional tour of the Pacific Northwest while examining how business planning, goal setting, and the live performance ecosystem contribute to the success of independent musicians. Drawing from industry literature, the research highlights the vital importance of diversifying revenue streams—such as live performances, merchandise sales, and streaming royalties—for DIY musicians in today’s digital landscape. The methodology includes establishing an Artist Career Plan based on the framework from Paul Allen’s Artist Management for the Music Business, with an emphasis on tour booking, venue research, and digital promotion. By analyzing data from Aslin’s six-date Inflight tour, the thesis demonstrates how live performances can drive both financial success and digital engagement, offering a replicable model for other independent artists. Additionally, the thesis addresses the challenges DIY musicians face, particularly in balancing artistic goals with financial sustainability in a rapidly changing music industry.