What’s the Deal With Support Acts on Tours Today?
Tight touring budgets, short attention spans and fast fame are affecting how — and if — support slots are booked.
In recent years, many major pop artists have completed successful arena tours without booking opening acts. Ariana Grande, Rosalía, and Lady Gaga are examples of this trend, all of which delivered large-scale productions and unique experiences for ticket holders.
The decision to forgo opening acts is attributed to tighter budgets, shorter pipelines to stardom, and dwindling attention spans among fans. Nathaniel Marro, executive director of the National Independent Talent Organization, explains that there are numerous cost balance analyses to consider when planning a tour. Despite the financial challenges, arena tours are generally more immune to the overall industry financial squeeze due to larger budgets, higher ticket prices, and greater capacity.
These factors mean that when adding an opening act to a tour, artists must weigh whether the added value justifies the expense. Adding any act to an arena show requires careful consideration of whether the performance will enhance the experience for fans. As Marro puts it, "When you're talking about adding another act and the headliner not going on till 9, 9:30, all these things start to add up."
From an agent's perspective, Nina Swint at ROAM Agency shares that rising costs in gas, food, and hotel stays make it harder to plan tour budgets even a year out. She emphasizes that there is more "guesstimating" involved in negotiations now, as artists can experience viral moments that may impact their tour success. This uncertainty has led to a more "package-focused approach" when booking tours, rather than relying on a pre-arranged support slot.
Moreover, the music industry has shifted, with new acts emerging more rapidly through social media moments. Young artists often don't see the value in playing support slots and opt for headline performances instead, according to Matt Hickey, an agent at High Road Touring. This shift in the industry has led many artists to choose headline slots over support acts, especially when considering the potential risks and rewards in this challenging economic climate.
Written by urgent.news from Billboard's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
