"If you don't tour, you cannot expect to sell a huge numbers of your albums either. It was both a business - and an economical decision and we wanted to play anyway. We just wanted to get out for the tour when it was safe enough for us"
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Kerry King’s statement reflects the complex relationship between live performance and record sales in the modern music industry. Musicians today recognize that releasing an album alone rarely guarantees commercial success, especially with the prevalence of digital streaming and the decline in physical media sales. Touring serves as both a promotional engine and a financial necessity. By performing live, artists connect more directly with their audience, generating excitement and driving interest in newly released work. Live shows not only generate significant revenue themselves through ticket sales and merchandise, but they also boost album sales by keeping the band in public view and energizing their fan base.
King also touches on the economic realities faced by touring artists. While artistic passion motivates musicians to write and perform, practical considerations often influence their decisions. Touring entails substantial investments, equipment, travel, crew, and logistics. These costs must be weighed against the anticipated gains from increased visibility, higher album sales, and merchandise turnover. If an artist chooses not to tour, they typically forgo these supplemental revenue streams, making it far more difficult to achieve significant sales figures or grow their audience organically. The music ecosystem has evolved: live shows have often become the primary driver of a band’s overall income, shifting the focus away from album sales alone.
The final part of King’s quote alludes to considerations about timing and safety, presumably referencing circumstances like the COVID-19 pandemic, when touring was either unsafe or restricted. For many bands, waiting to tour until conditions were reasonably safe wasn't just prudent but essential for the wellbeing of the musicians and their fans. Yet the urge to perform, both for business reasons and out of a love for music, drove them to resume touring as soon as possible. The interplay of passion, practicality, and responsibility shapes an artist’s decisions about when and how to engage with their audience.
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