Last month, singer/songwriter Matt Nathanson jetted on a fall tour to continue pushing his eighth studio effort, “Last of the Great Pretenders,” which arrived July 16 on Vanguard. Aiding him with the jaunt is Brian Manning of Creative Artists Agency (CAA), Nathanson’s agent of 10-plus years. “Matt is the client I’ve worked with longest in my career,” he says. “He’s been touring a long time — a road warrior in the truest sense.”
Routing: Nathanson has an extensive tour history in North America, and Manning focused on cities that did well for him in the past, with no new markets on this swing. “I don’t know if we have many stones unturned in the continental United States at this point,” Manning jokes. Accompanied by opener Joshua Radin, Nathanson will play Danforth Music Hall in Toronto (Nov. 5), the Palace Theater in Pittsburgh (Nov. 10), Riviera in Chicago (Nov. 15) and Cain’s in Tulsa, Okla. (Nov. 22).
Audience: The tour will hit venues with capacities ranging from 1,000 to 3,000. “We wanted to put together an opener and tour package that would grow the ticket price, to be in venues where we could demand a slightly higher price for a better package,” Manning says. “This allowed us to start to move Matt’s grosses in an upper-trending motion moving forward.” The tour hits its biggest rooms in the Northeast, at New York’s Terminal 5 (Oct. 30), Philadelphia’s Electric Factory (Nov. 2) and Boston’s House of Blues (Nov. 9).
Promotion: Vanguard head of marketing Stephen Brower assists with tour promotion by coordinating press and ticket giveaways with radio partners. Meanwhile, Nathanson engages his 292,000 Facebook, 75,000 Twitter and 22,000 Instagram followers in each market, often posting pictures of each show’s crowd. His sense of humor also proves invaluable: A recent tweet ahead of a show at the Methodist University in Fayetteville, N.C., featured a photo of a warning sign that read “Will Not Tolerate Profanity,” with Nathanson adding, “Playing here tonight — uh-oh.”