Sun-baked alt-rockers Wavves, fronted by Nathan Williams, will launch a summer and fall tour on the heels of latest LP “Afraid of Heights,” their first on Mom+Pop/Warner Bros. Aiding them is Creative Artists Agency’s Bobby Cory, who has worked with the group for 18 months. “We don’t want to put them in rooms that they’re not necessarily ready for,” he says.
Routing: Cory focused on a series of underplays in major markets to secure sellouts for the band and build buzz for future dates. With several festival slots scheduled at Lollapalooza, Outside Lands, Leeds and Rock en Seine, Cory worked to fill in the gaps. With then-new single “Demon to Lean On” getting play at alternative radio, band and agency worked together to create the perfect package with a relatively cheap ticket price and enticing openers like King Tuff and Jacuzzi Boys. Wavves’ two biggest dates are at Los Angeles’ Echoplex (700 capacity) on Oct. 15 and New York’s Irving Plaza (1,200) on Oct. 3.
Audience: Using the festival dates as an anchor, Cory chose to hit markets in between that the band wouldn’t normally play on a headlining run. Wavves also partnered with Bud Light’s 50 Bands in 50 States initiative for a one-off gig at Boston’s Paradise Rock Club (Aug. 1). By playing clubs, Cory hopes to continue building Wavves’ fan base without overestimating their appeal. He also aligned some dates due to placements on radio. “In trying to build a radio future for this band, they need to be everywhere they could possibly be to keep building it,” Cory says.
Promotion: Cory worked mainly with local promoters at each venue, rather than going the national route. Frontman Williams maintains a witty social presence on Twitter and Instagram, creating incentive and a sense of fan engagement, and insists on all-age shows whenever feasible. “Vancouver was the only market where it wasn’t possible,” Cory adds. “The band is very fan central. They are very involved online, so all of these shows had to be all-ages.”
Booking Agent: Bobby Cory, Creative Artists Agency
Tour Dates: Aug. 1-Oct. 18