How to Plan a DIY Tour as an Unsigned Band

Hit the road, grow your fanbase and make it work without a booking agent

You don’t need a label or a manager to go on tour. Plenty of unsigned bands are building loyal followings one city at a time -by organising their own small tours. Whether it’s a three-night run or a two-week loop across the UK, a DIY tour can be one of the most exciting and powerful moves your band makes.

Here’s how to do it right - and make sure you come home with more fans, more momentum and maybe even some cash left over.

Start Small and Focused

Forget trying to book a full national tour if it’s your first time. Start with:

• 3–5 dates in reachable cities

• Weekend runs (Friday–Sunday)

• Routes where you already have some fanbase, friends, or friendly bands

It’s not about the number of shows - it’s about how well each one works.

Book Smart, Not Just Wide

Target venues that support unsigned bands and are open to DIY bookings:

• Independent music venues and small bars

• Art spaces, cafés, community centres

• Uni events, record shops, or even cool house gigs

• Ask other unsigned bands where they’ve played successfully

Use sites like IndieOnTheMove, Facebook groups, or just DM the venue directly. Be polite, clear and keep it professional.

Trade Shows With Other Bands

Gig-swapping is gold. Find bands in other towns who’ll help you book a show there — and offer them a slot when they come to your city. It builds community and gets you local support acts who can draw a crowd.

Example message:

“Hey! We’re an unsigned band from [Your Town]. We’re planning a short run and would love to play [Their City] - any chance we could jump on a show with you guys? Happy to return the favour here!”

Sort the Logistics Early

Once you’ve got some dates:

• Plan your transport - car, van share, or train if you’re packing light

• Organise gear - confirm what each venue provides

• Find cheap places to stay - friends, fans, sofa-surfing, hostels

• Build a shared doc with all your venue contacts, set times, addresses and load-in info

Touring as an unsigned band means flexibility and planning go hand-in-hand.

Promote Each Show Locally

Don’t rely on the venue or promoter alone. Push each show hard:

• Create posters and localised graphics

• Partner with support acts to cross-promote

• Use geo-targeted social ads (even £5 can help)

• Contact local blogs or radio in each city

• Shout out fans to spread the word or bring friends

Treat each stop like its own mini-launch campaign.

Keep It Lean - and Fun

You’ll probably break even (or close to it) - and that’s a win for an unsigned band. Maximise merch, split fuel and keep it simple. The goal isn’t to get rich - it’s to grow, connect and learn.

Take photos, film the shows, record memories. These trips create content and stories you’ll use for years.

Build a Tour Toolkit

• A portable merch box

• A pre-made social kit (graphics, countdowns, flyers)

• A shared playlist to keep the van vibes high

• A post-tour wrap-up video or blog to thank fans and venues

You’re not just going on the road. You’re building a story - one city at a time.

Don’t pitch once and forget it. With every release, add local radio to your promo plan. Over time, your unsigned band becomes a known name in the scene - and presenters start coming to you.