How This Musician Sold Out His First Headline Show
Being an independent artist is tough. While recording and releasing music from your bedroom has never been easier, that freedom comes with added pressure — artists are now their own marketers, booking agents, and content creators. It's no surprise that musicians are speaking out about spending more time managing social media strategies and admin tasks than making music.
Now more than ever, artists need to share strategies, swap tips, and discover tools that simplify the process.
We recently sat down with an artist who nailed it — selling out his first solo show through smart promotion and a clear understanding of his audience. But what really impressed us was the thoughtful, methodical effort he put into promotion. Every tactic he used was intentional, and his results proved they worked. The best part? Every tactic is achievable and accessible for artists of all levels, regardless of budget.
We had to learn more — and share his insights with you.
Meet BASYL
BASYL is a Palestinian rapper whose music serves as a powerful outlet for self-expression. Hailing from the heart of the Middle East and now living in Halifax, Nova Scotia, he crafts a distinct sound that fuses R&B melodies with sharp, rhythmic lyricism. His music explores themes of freedom, oppression, growth, and love — forging a deep connection with his audience. BASYL’s focus on authenticity and connection is reflected in every aspect of his work, from the content of his lyrics to the way he engages with his audience online and in person.
We sat down with BASYL to hear how he made it all happen. From promotional tactics to using Side Door for ticketing, BASYL shared the behind-the-scenes work that went into selling out his debut album release show and the overall goal of creating a meaningful experience for his fans.
Choosing the Right Date & Time
If you’ve read our other blog posts on promotion, you know that planning early is a point we really push. For BASYL, he dropped his new EP, Love Bombers, on Feb 28th and planned his show the next day — March 1st, a Saturday.
This is smart because now there are two points of excitement:
He’s performing his first-ever solo show
He’s got new music out that fans want to hear
While Saturdays may have more competition for shows, it’s also a day when people are most likely to go out and see live music. The show also started at 9 p.m. — the perfect time. And yes, started at 9 p.m. with BASYL on stage.
-
While these strategies were successful for BASYL, your show may be on a Tuesday due to tour routing. If that's the case, think about having an earlier start time to encourage attendance. Key takeaway: always keep the day and time in mind when planning your show, and be mindful of other events that might compete for your audience’s attention.
Choosing a Ticketing Platform & Ticket Price
Earlier, we talked about artists needing to find platforms that simplify their lives so they can spend less time on admin and booking, and more time on their music.
BASYL needed ticketing and chose Side Door because of the community reputation we’ve built — especially in Halifax, NS. He’d also seen Laura, our CEO & Co-founder, at shows. The values of Side Door matched his own: a community-driven platform that reinvests money back into the independent music scene. When we asked BASYL about his experience, he said:
“This is the type of experience that I would recommend for other artists, if they're trying to do the same thing. I'd be like, go through Side Door because you're going to get a lot of one-on-one support. You're gonna get a lot more support than what you’d expect to.”
As for choosing a ticket price, BASYL goes to the types of shows he’s putting on — a hip-hop show in an intimate setting. Typically in Halifax, those shows cost $10–15, so he priced his tickets at $15.
BASYL didn’t stop at a single ticket type. He created a Show Ticket + Digital Album bundle, giving fans the chance to buy both at once.
“I set up another ticket type where you can purchase my album directly in addition to buying a ticket, which I thought was pretty cool because I was able to sell 13 album copies.”
That bundle brought in $315 in net revenue. Of that, $10 per ticket went toward the digital album — meaning he made $130 from digital album sales.
That’s impressive. In streaming terms, you’d need over 30,000 Spotify plays to earn the same.
-
Don’t assume what tickets people will buy. Give fans the option to purchase a digital album or merch with the ticket. Your fans want to support you — give them the chance.
DIY Promo on a Budget
Postering with Intention
To avoid costs, BASYL printed his posters in black and white for free and borrowed a stapler from a friend to hang them around Halifax. He focused on one busy street known for foot traffic and nearby venues, ensuring the posters reached music fans directly.
Rather than rely on a single design, BASYL created multiple poster versions to avoid fatigue:
“I wanted people to see something new every time.”
He used Canva to design everything himself, using high-quality photos from a past shoot. Mixing up designs is key to grabbing more people's attention. Everyone likes different stuff — bright colours might be a hit for some, while cool fonts are what catch others’ eyes.
-
Go hard on a single high-traffic street near venues. Don’t scatter single posters across random neighbourhoods. Use high-quality images and mix up your poster designs. Not a designer? Use our free poster templates [HERE].
Instagram First: Leaning into His Audience
BASYL focused almost all his social media efforts on Instagram, where his audience is most engaged. He used Instagram’s collab post feature to extend his reach — tagging both friends and local accounts like Halifax Noise and NS Hip Hop. Some accepted, some didn’t, but he knew not to take it personally:
“I just sent out the invite and hoped for the best.”
One post with accepted collabs reached 26,750+ more people — all for free. Let us repeat that: BASYL got in front of 26,750+ more people without spending a dime.
As for scheduling, he admitted:
“I did have a plan. Did I stick to it? No, I didn't.”
As everyone who’s ever put on a show knows — things get busy. Like, real busy. And time slips away. But thanks to having multiple posters ready, he kept the content rolling.
“I knew I was going to post at least once a week because I had more than four or five different posters.”
He started promoting five weeks before the show, posting 1–2 times a week. He shared posters, behind-the-scenes reels, performance footage, and casual selfie-style videos inviting fans to the show.
-
Focus on your strongest platform. Trying to manage TikToks, Shorts, Reels, and Facebook Events all at once can spread you too thin.
Affiliate Links = Real Results
Using Side Door’s affiliate links, BASYL tracked his promotional impact directly. His focus on Instagram paid off — the affiliate link generated 438 clicks and resulted in $540 in ticket revenue.
“Being able to see where sales were coming from helped me stay focused,” BASYL said.
-
An affiliate link is a special URL from Side Door that shows where your ticket sales come from. Let’s say you’re not sure which platform your fans are most active on. You can make a different affiliate link for each one — Instagram, Facebook, your newsletter, etc. After your show, check which link sold the most tickets. Now you know where to focus your promo next time.
Prioritizing the Audience Experience
Instead of packing the venue to max capacity (138), BASYL capped the show at 90 people to ensure everyone could enjoy the show without feeling cramped and have good sightlines.
“I wanted people to feel comfortable enough to dance and vibe… I just wanted to try my best to give people an experience that, you know, they appreciate and hopefully haven't experienced before in other shows.”
That attention to audience comfort paid off — attendees said they felt welcomed, connected, and relaxed.
This is an investment. A good experience equals word of mouth marketing. And that’s the most powerful promo there is. Those fans will bring more friends to your next show!
Ticket Sale Nerves
It’s totally normal to stress about ticket sales — especially if things feel slow in the lead-up. BASYL admitted he was nervous right up until the weekend of his show. But just two days before, ticket sales suddenly spiked.
“I was stressing… then two days before the show, people started buying tickets. Everyone told me this was how it goes in Halifax — some buy early, then it dies down, and most people buy the day before or the day of. And that’s exactly what happened.”
With Side Door, you can monitor ticket sales live, which is helpful — but it can also feed the anxiety if you don’t know what’s typical for your city. Talking to local venue owners or other artists can help set your expectations and calm your nerves. In a place like Halifax, last-minute sales are just part of the local rhythm.
Moral of the story? Stay the course, keep promoting, and trust the process.
Was It All Worth It?
For BASYL, the moment that made it all worth it was when he saw the venue fill up with familiar faces:
"It was just before my set, watching the place fill up. Every minute, someone new would walk in, and I’d be like, 'Oh my God, it's you!' It was all people I genuinely have a loving relationship with—close friends, industry friends, or just people I connect with. That was the standout moment for me."
Simple Moves, Big Results: BASYL’s Sold-Out Show Blueprint
We’re not saying it’s easy — but BASYL showed that keeping things simple can go a long way. He didn’t try to do everything. He focused on what mattered, did it well, and sold out his first solo show.
Here’s how he pulled it off:
🎟 Ticketing
Picked a ticket price based on similar shows in his city
Used a ticketing platform that aligned with his values and let him keep 100% of the revenue
Offered multiple ticket types to create extra income streams
📣 Promotion
Designed posters for both street promotion and social media
Posted at least once a week for five weeks, focusing on Instagram
Used Instagram collabs to multiply his reach
🧠 Audience Focus
Kept his audience front and centre, and leaned on his community for support
Capped attendance to make the room feel good, not crowded
There’s no shortage of advice out there telling artists to do everything, everywhere. But not enough people are talking about the basics — and doing them really well.
BASYL’s story is proof: with the right platform and a focused promo plan, your first show can be a sellout.
Keep up with BASYL
BASYL’s Spotify, socials, & more!
