In our recent webinar, "Adapting to the Changing Dynamics of Touring," Karl Morse, agent and partner at Arrival Artists, shared tips from his experience for venue owners and operators. If you've ever been burned from relying on streaming numbers to predict how a show will sell,   Karl has some advice, shared below. Let’s break down what he said and offer some practical tips to help you make the most out of your artist research and booking strategy. 

Check out Karl’s snippet from our August webinar below:

Recap: Streaming Numbers and Follower Stats May Not Tell  the Whole Story

Streaming numbers and social media stats can be tempting to rely on when deciding which artists to book. After all, if millions of people are listening, it should mean they can pack your venue, right? Well, not necessarily. Karl Morse points out that while streaming is a good indicator of an artist’s popularity, it’s not always a guarantee they'll fill seats. You might have an artist with sky-high streaming numbers, but when it comes to selling tickets, they can struggle to fill a 150-cap venue.

The takeaway? Stats like streams and followers  can be a good start, but they shouldn’t be the only thing you look at. According to Karl, you’ve got to dig a little deeper. Ask yourself: Does this artist put on a killer live show? Do they have a team that knows how to build a touring career? If the answer is “yes,” then you’re on the right track.

Karl also points out that not all fans consume music the same way. For example, in the jam band scene, fans are more likely to check out live recordings on platforms like Nugs.net or YouTube, rather than traditional streaming services like Spotify. So, if you're only looking at Spotify numbers, you might be missing out on understanding an artist’s true potential to draw a crowd.

Another important tip from Karl is not to rush things. Just because an artist goes viral doesn’t mean they’re ready to headline a massive venue. Sometimes, it’s better to start small—let the artist grow into bigger spaces over time. This strategy can help them develop their live performance and build a loyal fan base, which leads to more sustainable success for everyone involved.

The Bottom Line: Tips for Talent Buyers

1. Streaming Numbers Are Just the Beginning: Yes, streaming data is helpful, but don’t let it be the only factor in your decision. Consider the artist’s live performance history, their fan engagement, and the strategy their team has in place.
2. Dig Deeper: Don’t stop at the surface level stats. Look into the artist’s live show history, and see how they connect with their fans in person. Are they delivering memorable performances? Do they have a dedicated fan base that actually buys tickets? 
3. Know the Genre: Streaming metrics can vary widely by genre. In some cases, traditional platforms like Spotify aren’t the best indicator of an artist’s popularity. Do your research and understand where the artist’s fans are really engaging with their music.
4. Take It Slow: Don’t rush to book a viral artist in a huge venue right off the bat. Start smaller, let them build momentum, and give them time to develop their live show. This approach can pay off in the long run with more successful and engaging performances.
5. Focus on the Fan Experience: Fans love to feel like they’re part of something special. Offering an intimate, up-close experience with an emerging artist can create a stronger connection and more memorable moments, which will keep fans coming back.

In the end, it’s all about balance. Streaming metrics and follower counts can be a great tool, but they’re just one piece of the puzzle. By looking at the bigger picture, you’ll make smarter booking decisions and create better experiences for both artists and fans. So next time you're evaluating an artist, remember: it's not just about the streams—it's about the seats too.