How touring musicians can earn income on the go

In 2025 an estimated 53,000 people are working as musicians in the UK – a steep rise from j38,700 in 2022 and a hopeful sign that – despite venue closures – the music industry is alive and kicking. That’s not to say that earning a living from music is easy.

Touring remains a notoriously hard way to turn a profit. UK band English Teacher, for instance, estimated earnings of just £800 from a 16-date tour last year after venue fees and expenses were covered. The solution isn’t to stop gigging, rather to explore ways to boost your income on tour.

This is where revenue diversification comes in. By setting up different income streams while touring, you can generate income that not only sustains you on the road but fuels your future music. I’ve taken a look at how musicians in the UK are diversifying their revenue, and come up with ideas to help you.

Selling merchandise

One of the most lucrative opportunities on the road is selling merch. This is a growing industry, with the market predicted to reach over £12 billion by 2030. Alongside direct sales, it doubles as a marketing strategy, spreading the word about your music to boost streams and ticket sales.

Set up a merch stand at shows to sell T-shirts, art prints and copies of your album or EP. Consider unique merch, too, like limited edition vinyl or framed handwritten lyrics. These special editions add an incentive to buy, driving impulse purchases.

​​Make sure you have what you need to make in-person sales. SumUp card readers are a must for taking contactless card payments and offering digital receipts, while a lockbox and inventory tracking means you can also take payments the old-fashioned way.

Be sure to sell merch online, too. You can set up a professional site pretty quickly using a website builder and tap into eCommerce, ensuring sales continue after the tour.

Brand partnerships and sponsorships

If your band has a following, you might be able to secure brand deals and sponsorships. This can take the form of revenue in exchange for promotions or advertisements – a brand might pay to add its logo to your drum kit, for example.

Not all deals result in direct income. Some might provide free gear, travel or social media promotion. Not cash in hand, but it cuts expenses and you hold onto more of the profit from ticket sales.

Reach out to clothing bands, music equipment manufacturers and local businesses to collaborate, choosing brands that genuinely align with your music. For instance, if you’re an indie folk artist, partnering with a local farm to promote their cider is likely to feel authentic. You could also sell their cider in return for a percentage of the profit. If you’re a DJ, working with a music tech company is a no-brainer and great for your own brand.

Host workshops

As a musician, your knowledge can be a money maker too. While touring, consider running songwriting sessions, production masterclasses or instrument tutorials in the cities you visit to nurture the next generation of musicians.

Workshops double as a form of marketing. The people who come to your sessions are likely to stream your music, if not stop by at your gig and buy merch. You’re connecting directly with the communities you play to, which is valuable for growing your career.

To host a workshop, you’ll need to rent spaces across your tour – record shops or studios for hire. Make sure to spread the word of the workshop alongside your gig, reaching your target audience directly to boost ticket sales.

Teach music online

If hosting workshops isn’t your thing, you might look at teaching online. This comes with perks, like not having to pay for venue hire, flexible hours and the potential to continue teaching when the tour’s finished.

Here are different teaching avenues to explore:

• One-on-one tutoring

Offer private lessons via video call. People will spend more for one-on-one lessons, and you can schedule them around your tour.

• Tutoring groups

Teach multiple students via online classes to boost income per session, while reducing the cost per student to improve accessibility.

• Creating YouTube videos

Online teaching doesn’t have to be live. Record YouTube videos on tour planning or how to play an instrument, for example, monetising them through ads and affiliate links. YouTube will also pay you if you generate a large number of views.

• Writing eBooks

If you prefer writing, consider an eBook. Self-publish through platforms like Amazon Kindle Direct Publishing and create a marketing strategy to generate sales.

Take note that tutoring, in any form, is a competitive market, with a lot of experts vying for the attention of your target audience. Develop your marketing knowhow to ensure your lessons stand out.

Make money on social media

How do musicians make money from content? The answer – never underestimate the power of social media. You can build a following on Instagram or TikTok, monetising content while expanding your fan base. Lots of successful musicians, like Sombr and Alex Warren, have opted for this approach.

For a quicker route, consider Patreon. This is a subscription-based platform where users pay a monthly fee to access exclusive content. They can watch videos, view your posts and chat with you and other fans in messenger groups.

To encourage sign-ups, drop exciting content that fans want to see – think music videos, tour date announcements and behind-the-scenes videos from your gigs. 

Final thoughts

If ticket sales aren’t enough to turn your music into a full-time career, you’re not alone. The music industry is tough, and the savviest artists are always exploring new ways to turn a profit. Whether a singer or a DJ, these ideas could help.