How This Manager Sold Out Tours Without Venues and Develops Artists, Songwriters and Producers

Why It Matters

Venue‑free, data‑driven touring gives emerging artists higher margins and a scalable path to fan loyalty, reshaping the economics of live music.

Key Takeaways

• Use ticket‑free tour platform to control costs and forecast demand.
• Collect full ticket data to optimize merch inventory and fan targeting.
• Build a marketing funnel: discovery, engagement, deep fan conversion.
• Prioritize fan data collection after viral moments to retain audiences.
• Bypass traditional promoters, artists can increase tour profitability dramatically.

Summary

The episode spotlights artist manager Joseph Pepin’s innovative use of Bsides, a ticket‑only platform that lets musicians announce tours, sell tickets and ship merch without securing a physical venue. By leveraging real‑time ticket data, Pepin can accurately predict attendance, tailor inventory and avoid the financial uncertainty that traditional promoters impose.

Pepin explains that the model delivered dramatically higher returns for Goldford’s debut tour, selling 700‑900 tickets in markets that would have been limited to 200‑300 seats under a conventional agent. The data‑driven approach also fuels a marketing funnel—top‑of‑the‑funnel discovery via TikTok hooks, middle‑of‑the‑funnel engagement through fan‑generated content, and bottom‑of‑the‑funnel conversion to ticket and merch sales.

Key quotes illustrate the philosophy: “Most teams skip deepening fan connections after a viral moment,” and Goldford’s “Orange Blossoms” viral TikTok translated into sold‑out shows across the country. Pepin also cites successes with songwriter Johan Lennox and producer Nate Donmeyer, underscoring the broader applicability beyond performers.

The takeaway for the industry is clear: bypassing traditional promoters and harnessing granular ticket data can boost profitability, empower emerging artists, and reshape touring economics. Managers who adopt this data‑centric funnel will better retain fans, maximize merch revenue and sustain growth in the new music business.

Original Description

This week on the New Music Business podcast, Ari sits down with Joseph Pepin, artist manager, producer manager, and founder of a boutique management company that has helped artists like GoldFord build massive audiences while remaining independent.

Joseph has spent nearly two decades in the music industry, working across artist management, producer and songwriter representation, touring, marketing, and fan development. His roster includes artists, producers, and songwriters spanning multiple genres, and he's become known for his innovative approach to audience building, fan data collection, and sustainable artist growth.

Follow Joseph Pepin:

https://pepin.works/

Instagram: https://www.instagram.com/joe_pepin

Check out Ari’s Take:

https://aristake.com

00:06:14 - Intro & How Goldford Broke Through

00:08:56 - Why Most Artists Fail to Keep Their Viral Fans

00:12:28 - Understanding the Marketing Funnel for Musicians

00:16:09 - Social Media Strategy: Hooks vs. Deep Content

00:19:25 - Building a Fanbase Without Chasing Trends

00:39:42 - The B-Side Touring Model vs. Ticketmaster

00:43:09 - Why Artists Need Emails, Phone Numbers & Fan Data

00:47:20 - Goldford’s Viral Growth Strategy Revealed

00:58:57 - Songwriting Camps, Producers & Building Opportunities

01:06:18 - What It Means to Make It in the New Music Business

Edited and mixed by Ruben Zarate

Music by Brassroots District

Produced by the team at Ari’s Take

Order the THIRD EDITION of How to Make It in the New Music Business: https://book.aristake.com