An “underplay” is a show organized at a venue significantly smaller than what the artist is capable of filling – For example, if the artist can sell 3000 tickets, an underplay may be a show from 150 to 500 tickets. I’m a big fan of underplays for many reasons and 3B’s head of touring strategy Wade Davis summed them up perfectly earlier today –
- Underplays feel special for the fans – It’s a rare chance to see an artist up-close. Following the event, the fans spread the word!
- They blow out quickly and trigger excitement – The tickets for these shows sell out in seconds!
- They provide an intimate opportunity for key partners to see the artist up-close an personal – For the Gallant shows, half the tickets were put on sale – The fans bring the energy. Their presence is essential for these type of showcases. The other half of the tickets were given away to Gallant’s partners. With a larger than normal guest list, we could ensure everybody who needed to witness his greatness was in attendance.
- They give the artist a chance to play non-traditional rooms – There are so many unique settings and small venue possibilities in every city to create truly amazing and memorable experiences.