After Ozzy Osbourne decided that his No More Tours tour (1992) and his No More Tours II (2018) tour didn’t give him the chance to properly say goodbye to his fans leading to the announcement of more farewell shows at Aston Villa, I couldn’t help but delve deeper into the phenomenon of faux farewell tours as a marketing ploy and how they correlate to independent artists deceptively using scarcity marketing to sell tickets.
While I understand that independent artists need to use a ‘by any means necessary’ ethos to shift tickets and ensure there are more punters than staff in a venue, there are infinitely better ways to promote gigs than by manipulating fans and gaslighting them into believing they will be among throngs of other people when really, they will rock up and awkwardly try to fill space in an almost entirely empty room.
And, of course, while some false alarm farewell tours may be completely innocent and playing one shouldn’t mean that the door to the live music industry is closed forever, manipulative marketing can corrode the relationship between artists and fans through loss of trust and diminished loyalty when it becomes apparent that short-term gains are more important than long-term relationships. Even though there is never any lack of interest in comeback tours which follow farewell tours, for fans who have gone out of the way to attend final shows, it is natural that a significant proportion of them will be left feeling exploited after being driven by the compulsion to see the final chapter in that band’s live performance history.
The Infinite Loop of Farewell & Comeback Tours
The music world is rife with tales of bands and artists who’ve announced their final tours, only to return to the stage later. Here are just a few examples.
- The Rolling Stones has hinted at retirement several times over the decades. Despite numerous ‘farewell’ tours, they continue to surprise fans with new tours – take every farewell from the Stones with a pinch of salt.
- Cher is known for her spectacular ‘farewell’ tours and has made a habit of retiring and then returning to the stage. Her ‘Living Proof: The Farewell Tour’ (2002-2005) was followed by a Las Vegas residency and the ‘Here We Go Again Tour’ in 2018.
- Jay-Z announced his retirement in 2003 with The Black Album. However, this retirement was short-lived, as he returned with Kingdom Come in 2006 and has been active in the music scene ever since.
- Mötley Crüe signed a ‘cessation of touring’ agreement in 2014, declaring they would never tour again after 2015, Mötley Crüe blew up the contract in 2019 and announced their return to touring.
- LCD Soundsystem announced their disbandment in 2011, complete with a grand farewell concert at Madison Square Garden. However, they reunited in 2015 and have been active since.
- Fleetwood Mac, known for their tumultuous band dynamics, has had several ‘final’ tours. Despite various line-up changes and farewell tours, they continue to reunite and perform.
- KISS embarked on a ‘Farewell Tour’ in 2000-2001. However, they returned to touring and have continued to perform live, including their ‘End of the Road World Tour’ which started in 2019.
How Farewell Tours Are a Highly Effective Marketing Ploy
To understand why some artists may keep coming back time and time again, it is crucial to understand what the announcement of such a tour can do to the ticket-buying public.
Creating a Sense of Urgency
The announcement of a ‘final’ tour creates a sense of urgency among fans. It’s the last chance to see the artists perform live, or so it seems. This urgency can drive ticket sales, as fans rush to seize what they believe is a once-in-a-lifetime opportunity.
Amplifying Emotional Engagement
Farewell tours often strike a deep emotional chord. They’re not just concerts; they become poignant events, celebrations of an artist’s career. This emotional angle can be a powerful driver for fan engagement and can elevate the perceived value of attending the concert.
Boosting Publicity and Media Coverage
Announcing a farewell tour is a surefire way to capture the media’s attention, generating buzz and heightened publicity. This increased media coverage can translate into broader awareness and potentially attract even casual fans or those who might not have considered attending a concert otherwise.
Reinvigorating Interest in the Artist’s Work
A farewell tour can also reignite interest in an artist’s discography, leading to increased sales of albums, merchandise, and digital streams. It’s a way of putting the spotlight back on their body of work, perhaps introducing it to new audiences.
Setting the Stage for a Comeback
In the rhythm of music careers, a ‘farewell’ tour followed by a comeback can be a strategic move. The return can be marketed as a triumphant or unexpected encore, tapping into the joy and relief of fans who thought they had missed their last chance to see their favourite artists perform.
Financial Incentives
Lastly, the financial aspect cannot be overlooked. Farewell tours often command higher ticket prices and can be more lucrative due to their ‘last chance’ nature. A subsequent comeback tour can then capitalise on the renewed or sustained interest.
While not all farewell tours are disingenuous, the pattern of artists returning after a ‘final’ tour suggests that, in some cases, these farewells are more of a strategic intermission than a true finale.
How Independent Artists Try Their Hand at Music Marketing Manipulation
Independent musicians often employ scarcity marketing when selling gig tickets as a strategic way to create a sense of urgency and exclusivity, which can boost sales and fan engagement by exploiting music fans’ compulsion to do whatever they can to stave away fear of missing out. However, when it is all smoke and mirrors and no urgency is needed, attending the show can be the anti-climax of the gig-purchasing and attending experience. You know what, I’m not even going to say anything else on this note; I will just leave you with the comedian Josh Pugh’s parody of independent artists trying to shill tickets in this way.
When your show hasn’t sold well. pic.twitter.com/hFq9Y7vTB4
— Josh Pugh (@JoshPughComic) January 6, 2022
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If you are looking for better ways to shift tickets to upcoming shows, read our blog on how to promote gigs in a fragile live music industry.
Article by Amelia Vandergast