Jxdn and Nessa Barrett perform on stage during Lollapalooza 2021 at Grant Park on Aug. 1, 2021 in Chicago.
Kevin Mazur/Getty ImagesIn late September, punk quartet The Linda Lindas played their first headlining gig since their performance of “Racist, Sexist Boy” at the Los Angeles Public Library went viral in May. Held at DIY space The Smell in their hometown of Los Angeles, the gig sold out within minutes. “It was really exciting to see that [fame] come offline and into a small venue,” says the group’s music agent, Carly James, at Creative Artists Agency (CAA).
Translating virtual success amid a pandemic into triumphant live shows is a conundrum many young artists now face. This year, over half of those included in Billboard’s 21 Under 21 list identified touring as a field they want to learn more about. Meanwhile, agents and managers understand there’s no one-size-fits-all strategy for a successful first run.
For example, with The Linda Lindas ranging from ages 11 to 17, a tour has to wait until summer 2022 once they’re out of school. (It will also, according to James, have to include parents and chaperones.) 24kGoldn, however, is jumping right in. Following an opening slot on Cordae’s 2021 tour, the 20-year-old rapper will kick off his El Dorado dates at the 1,500-capacity House of Blues in San Diego in November.
“The main preparation is the grueling long haul of the travel that he might not be used to,” says 24kGoldn’s manager, David Waltzer, of Electric Feel Entertainment. “The most trying hurdle he has to overcome is how to take care of himself [and] his voice to perform night after night.” Waltzer adds that 24kGoldn played a series of festivals this summer, including New York’s Governors Ball, to fine-tune his set for larger crowds.
That tactic has also been utilized by Tate McRae, whose 2021 has been full of festival appearances, from Lollapalooza and Firefly to Austin City Limits. Next year, she’ll launch a headlining tour in the United Kingdom before returning to North America for 25-plus dates. “Festivals have kept her really busy, raised her profile and given her a chance to meet her fans in real life for the first time,” says manager Matt Feldman of Hard 8 Working Group.
By the time McRae hit the festival scene this summer, fans were singing her lyrics back at her despite only playing a handful of shows before the pandemic. “Coming out of the pandemic we’ve had to quickly scale up the shows, and every time she gets better.”
TikTok star Nessa Barrett is scheduled to perform her first headlining shows in New York and Los Angeles in November — both of which sold out within minutes, according to agent Matt Galle at CAA. Given the sales — and the fact she performed alongside jxdn in front of 50,000 festivalgoers at Chicago’s Lollapalooza in August — Galle believes she’s already a headlining artist. Even so, he says the plan is to avoid more than three shows in a row to save her voice.
But his most vital advice? “You only have one first tour. Remember to enjoy it.”
This story originally appeared in the Oct. 9, 2021, issue of Billboard.
MGK has unveiled his high energy new single “Fix Ur Face” featuring Limp Bizkit frontman Fred Durst.
The intense collaboration sees the rapper turned rocker dive deeper into the hard hitting sound he has been refining over the past few years.
Fusing the raw edge of 90s nu metal with Machine Gun Kelly’s modern alternative style, the track stands out as one of his most aggressive releases so far.
The song dropped alongside a bold black and white video, which premiered across MTV Live, MTVU, and the Paramount Times Square billboards.
Directed by frequent collaborator Sam Cahill, the visual was shot in several cities during mgk’s lost americana tour, including Berlin, Dublin, Düsseldorf, London, Prague, Cologne, Nashville and Los Angeles. It highlights the intensity and intimacy of touring, from packed venues and sweat drenched crowds to the blurred line between performer and fans.
The track was created with his close knit creative team, including SlimXX, BazeXX, RookXX, Nick Long, and No Love For The Middle Child, giving it a gritty and multi generational energy that sets it apart from today’s mainstream rock and rap.
Durst brings a high powered performance, channeling the same raw intensity that shaped Limp Bizkit’s early era.
The video’s look was further developed by street artists Lugosis and Strato, who painted a large mural in Berlin, while Slawn Olaolu designed the character face and jackets featured throughout the clip, adding a distinct DIY feel.
MGK first previewed “Fix Ur Face” during the European run of the lost americana tour, then later shared a snippet during shows in Australia, building strong anticipation among fans.
His relationship with Durst stretches back over a decade, with the two having performed together on multiple occasions, including mgk’s 2014 tour alongside Limp Bizkit.
The lost americana tour is now set to return to the United States, resuming on May 15 with Wiz Khalifa joining as support.
