Think about your favorite artist. Chances are, they were an opening act before they became famous. Taylor Swift opened up for Keith Urban long before she became a global touring icon as we know it. One Direction eclipsed Big Time Rush when they opened up for them back in 2012. Even artists such as Chappell Roan, Sabrina Carpenter, and Gracie Abrams are seeing a significant boost after being an opener on a major tour. 9 times out of 10, most artists open for someone in the early stages of their career. Overnight successes like Olivia Rodrigo who started touring as a headliner are the exception, not the norm in the music industry.
Opening for a tour is a stepping stone for artists with varying levels of fame, yet the best openers are truly the ones that are able to capitalize on it. Chappell Roan’s rise to stardom was boosted by her opening for Olivia Rodrigo on The GUTS Tour. Sabrina Carpenter opening for The Eras Tour was a crucial step in her becoming a main pop girl in the cultural zeitgeist. Some of the best opening acts truly embody the support aspect of their place in the line up, and build momentum by energizing the crowd for the main act.
Now, think about all of the concerts that you’ve been to. Have you gone not only for the headliner, but because the opening act also excites you? Have you known a few songs by the opening artist, but come out of their set a new fan? Have you found your new favorite artist from them supporting an act you already love? The best openers are the ones that go above and beyond their duty to perform for the crowd: they actively have me wanting to come back for more. Those are the ones that stick with the audience, which actively contributes to artist growth from a commercial and analytical perspective. Being an opener is important from a fan engagement perspective: the early adopters that become fans in relation to their support on a headlining tour can be the building blocks of a fan base.
An opener can be a great vehicle for artist discovery, even from the shows in a smaller room. Paying attention to the opening acts has paid off for me: so many artists I have seen open for larger acts are constantly on rotation. And frankly, I’ve been one of those people excited about a great opener for a concert I’ve attended. Not going to lie: knowing who an opening act is for a smaller show fuels my music discovery hunger. “Ode to a Conversation Stuck in Your Throat” was high up on my Spotify Wrapped the year before Del Water Gap opened for Maggie Rogers. I even went to Wallows knowing Samia from my friends who were going to the concert just for her.
But for some music connoisseurs, going to a concert just for the opener is next level early adopter. You know the next up-and-coming artists before they are even signed to a major label or are covered by major publications. Going to the show for the opener can be seen as a flex for being on the pulse of the next big thing before the rest of the audience discovers it. Yet the people that are continuously showing up, even if the opener is playing at smaller venues, are some of the most loyal fans. It means a lot to the artist to have that support at that point in that career, whether they’re playing a room of 50 or 5,000.
Selecting the right opener also makes a world of difference, and can even generate more excitement for the show when there is a considerable fanbase overlap. Not to be confused with co-headlining tours with two or more acts headlining, these types of concerts can sometimes be treated as such in the pop culture lexicon, such as “Munagenius” when MUNA opened up for boygenius at Madison Square Garden last year. For more established artists, playing these shows as supports can help them reach the next level while tapping into their existing fanbase and prepare them for playing larger venues. And yes, I was one of those people who was over the moon when Phoebe Bridgers opened up for my Taylor Swift concert.
Now, before you write off the opening act at the next concert, just know that they could be your new favorite artist or band. Concerts are one of the most organic ways to cultivate fandom, and witnessing the growth of an artist from when they were an opening act is incredible. Just remember to be courteous and respectful of the opener, as their job is to engage the crowd before the main act goes on stage. And if you’re an artist reading this who is supporting a tour or concert series, just know that your role is so important in the live music experience and an avenue to connect with current and future fans. Don't discount the power of the opening act!
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