There are many ways to put on a live performance. A great show doesn’t always come from bigger production or bigger venues - often it comes from creative ideas that make the experience feel special for the audience.

A distinctive live experience can take many forms. It might mean performing in unusual venues, creating an immersive stage setup, building storytelling into the show, playing exclusive setlists, inviting special guests, or including moments where the audience can interact with the performance. Even small creative decisions can make a show feel more personal and memorable for fans.

Developing these points of difference isn’t just about standing out for one night. It’s also about building your artistic identity over time. Whether it’s a full tour or a one-off performance, every show should reinforce the story you are telling as an artist. Each performance contributes to how audiences, promoters, and the wider industry see your project.

When planning a unique show or tour idea, it can help to work through three simple questions:

• Why are we doing it?

• How are we going to achieve it?

• What do we need to make the show work?

Here we share more on each of these questions, and recommend downloading the full guide below for more information. 

Start by thinking about the purpose of the show or tour. The most successful non-traditional shows start with a clear goal.

Ask yourself:

• Are you trying to grow your audience in new cities or regions?
• Are you creating a memorable live moment around a new release?
• Are you trying to connect more deeply with your existing fans?
• Are you hoping to generate content or build momentum online?
• Are you testing a new creative direction or live format?

Your “why” will shape everything that follows - from the venues you choose to the way the show is designed.

Once you know your goal, the next step is figuring out how to bring the idea to life. Think about the format and concept of the show:

• Could the show take place in non-traditional venues like galleries, rooftops, warehouses, community spaces, or outdoor locations?
• Could the performance be built around a story or concept connected to your music?
• Could you collaborate with other artists, creatives, or communities?
• Could the tour involve limited-capacity shows or pop-up performances that create excitement and demand?

The aim is to design an experience that feels distinct and memorable. Fans are much more likely to talk about and share something that feels unique.

One of the biggest challenges with non-traditional shows is cost. Creating a memorable moment can sometimes require extra planning and resources, so it’s important to consider a few practical questions early on:

Do you need production/amplification to perform?

The level of production you need will affect the type of venue you can use, the cost of the show, and how many people are required to run the event. 

Who is your audience and how will the event work for them?

Different audiences have different needs, which will affect the venue you choose, the atmosphere of the event, and the legal requirements involved (for example, if people under 18 will be attending). In every case, you must ensure the venue can legally and safely hold the expected crowd size. This includes checking capacity limits, safety regulations, emergency exits, and crowd management requirements.

How will you cover your costs and generate income?

Once you have considered your venue, production needs, and audience, the next step is estimating the cost of putting on the show - consider things like venue, equipment and production hire, marketing & promotion and other costs. 

Once you understand the costs, you can think about how the event will pay for itself. The most common income source is ticket sales. Ticket pricing and expected attendance should ideally cover your costs and generate some profit. 

How will you market the event?

Marketing is what ensures people actually know the event exists. Start by thinking about how you will announce the show and where your audience is most likely to discover it. Think about if the invite will be invite-only or public, and develop a clear plan to reach your audience.

Download the full guide to Alternative Ways of Touring for more information, prompts and a marketing checklist to help make your next shows a success.