While megastars like Taylor Swift rake in billions from ticket sales and Coldplay effortlessly sell out 10 nights at Wembley Stadium, the reality for many musicians today is much more daunting.
With the cost of touring skyrocketing since 2019—from van hire and petrol to crew fees and accommodation—many artists are finding it harder to make touring financially viable.
Little Simz and Rachel Chinouriri are among those who have canceled US tours this year due to unsustainable costs.
Dublin indie artist Orla Gartland, known for her sharp lyrics and sophisticated songwriting, is gearing up for her first-ever North American tour, which includes 13 sold-out dates in cities like New York, Los Angeles, Seattle, and Philadelphia.
Several venues even had to be upgraded due to overwhelming demand. However, despite the excitement, Gartland reveals the harsh reality of the financial strain she’s facing.
“The amount of money I’m going to lose on that tour is really eye-watering,” she admits. When asked how much, she winces, “About 40 grand.”
The 28-year-old singer-songwriter explains that costs like expedited band visas and travel logistics have contributed to the overwhelming expenses.
Still, she remains determined to make it work, as touring in the US has been a dream of hers since she was a teenager posting music on YouTube under the name “MusicMaaad.”
“It was so cool when the tour sold out,” she says, reflecting on her bucket-list moment. “I’ve never gigged there properly, so putting this tour on sale was a real fingers-crossed-behind-the-back moment.”
Gartland’s star has steadily risen in the indie scene, with early EPs like Lonely People and Roots garnering a dedicated fanbase.
In 2016, she launched her “Secret Demo Club,” where about 1,000 fans pay up to £13 a month to receive exclusive demos, livestreams, and songwriting videos.
This initiative helped her maintain a degree of financial independence, but it was her song “Why Am I Like This,” featured in Netflix’s Heartstopper, that introduced her to a broader audience.
Following the show’s premiere, the track was streamed 1.4 million times in the US alone.
Gartland has long been eager to tour in America, and the timing finally feels right with her second album, Everybody Needs A Hero, about to drop.
Fans have been begging for a US tour for years, and their dedication is clear.
“I’ve had messages from people saying they’re going to drive 12 hours from North Carolina to see me,” she shares, amazed by the lengths fans will go to.
Comparing US fans to those in the UK, Gartland notes, “People wouldn’t do that here. They’d just ask, ‘Why aren’t you playing in west London?’”
Also read: Music Teacher Reunited With 18th Century Viola After 40 Years Through Her Student
