Tour Markets: A, B, and C Cities Explained
An A market is where you draw, a B market is where you're growing, and a C market is where nobody knows you yet. Where to spend your time and gas.
By Team Roadi · Updated · 4 min read
Part of DIY Touring: How Indie Bands Tour Without Losing Money, from The Indie Band Survival Guide.
Quick Reference
Not every city is the same market for your band. An A market is where you draw well. A B market is where you're building. A C market is where you're unknown. Knowing the difference determines where you spend your time and money.
What Makes a Market
A "market" in touring terms is a city or metro area where you can play a show. Your market classification for each city depends on three things:
- Your draw there. How many people actually come to see you?
- Your relationships there. Do you have a venue contact, a band you trade shows with, friends who'll promote you?
- The scene's fit for your genre. Some cities are better for certain kinds of music. A doom metal band's A market might be a folk act's C market.
The A/B/C Framework
A markets: your strongholds
- You draw 50+ people consistently
- You have venue relationships and return bookings
- You can headline or co-headline
- You have a local email list or social following
- Play these 2 to 3 times per year max. Protect them from saturation.
B markets: your growth cities
- You draw 15 to 40 people
- You've played there at least once or twice
- You have a contact or a band to trade shows with
- You can co-bill or open for a local act
- Play these 3 to 4 times per year. This is where you invest.
C markets: new territory
- You've never played there or played once to a thin crowd
- You don't know anyone
- You'd be opening for a local act or playing a showcase
- Play these only when they're on the route between A or B markets. Don't detour for a C market. Don't spend money to play there unless the drive is short and the opportunity is real.
A, B, and C Markets Compared
| Market | Your draw | What you have there | How often to play | Your spot on the bill |
|---|---|---|---|---|
| A | 50 or more | Venue relationships, return bookings, a local list | 2 to 3 times a year | Headline or co-headline |
| B | 15 to 40 | A show or two, a contact or trade partner | 3 to 4 times a year | Co-bill or open for a local act |
| C | New or thin | Nobody yet | Only when it's on the route | Open for a local act or play a showcase |
Building a Market
Every A market started as a C. Here's how the progression works:
C to B: Play the city once. Find a band to co-bill with. Bring 5 to 10 people from online promotion. Make friends at the show. Collect emails. Follow up with the venue. Come back in 3 months and do it again, slightly better.
B to A: Play the city every 3 to 4 months. Each time, your draw should grow by 10 to 20%. Build relationships with 2 to 3 venues so you have options. Get on a few local bills as an opener. Start getting offered weekends instead of Tuesdays. When you're drawing 50+ consistently, you're an A.
The Market Map
Make a map. Literally. Mark every city you've played or could play. Color code: green for A, yellow for B, red for C. Look at the geography. Your tour routes should connect your green and yellow dots. Red dots are stops along the way, not destinations.
Update this after every tour. A market that was a C six months ago might be a B now if you put in the work. A market that was a B might have dropped to a C if you haven't been back.
Common Mistakes
Skipping B markets. Bands want to play their A markets because it feels good. But your B markets are where growth happens. Put the work in.
Playing C markets as headliners. If nobody knows you, don't headline. Open for someone who draws. You'll play for more people and make a better impression than headlining an empty room.
Trying to play everywhere at once. Pick 5 to 8 markets within a regional radius. Build those. Then expand. A band that's a regional headliner in 6 cities is in a better position than a band that played 30 cities once and has no draw in any of them.
Frequently Asked Questions
What is an A market for a band?
A city where you consistently draw 50 or more, have venue relationships, can headline, and have a local following. Play A markets two or three times a year at most so you don't saturate them.
What is the difference between B and C markets?
A B market is a growth city where you draw 15 to 40 and have a contact or trade partner; play it three or four times a year. A C market is new territory; only play it when it's on the route between A and B markets.
How does a C market become an A market?
Play it, co-bill with a local band, collect emails, and come back within three months. Keep returning every three to four months, growing draw 10% to 20% each time, until you consistently draw 50 or more.