Drew Halle, touring content director for live music. I shoot to what an artist's audience actually responds to rather than a template. Photo and video both, with one video back the night of the show and the rest the next day.
A mix of content from recent tours, cut and adapted for social. This is what the system produces across a run.
01
Live Performance
Captioned clips from soundboard audio, delivered same night.
02
Fan Moments
Reaction shots and singalongs, the proof a crowd is real.
03
BTS & Personality
Walk-on, pre-show, and the access that makes an artist feel knowable.
04
Recap Formats
Long-form tour film or short-form 30 to 40 second show recaps, whichever fits the release cadence.
05
Acoustic / Cover Series
Stripped-down performance content, with proven audience-growth data behind it.
06
New-Release Cadence
One song turned into 20 to 30 pieces of content across the cycle, not one post.
Swipe through the formats
Why It Matters
A Tour Is Seen More Online Than Live
Most fans will never attend the show. Social content is how they'll experience it, which means the person behind the camera is shaping how a tour is remembered, and how it performs online, while it's still happening. A venue photographer documents a show. A touring content director builds the tour's footprint.
82%
of Gen Z discover new music through social & UGC video
3 in 4
have looked up an artist after hearing their music in something they watched
2.5x
more likely to find an artist on social than through a streaming recommendation
84%
of songs entering the Billboard Global 200 in 2024 went viral on TikTok first
Discovery figures: Deloitte Digital Media Trends 2024, Gen Z and millennial respondents. Chart figure: TikTok & Luminate Music Impact Report 2025, covering weeks 1–39 of the 2024 chart year.
A university marketing degree specialized in social, and I shoot and cut on the road. I build the content plan for the run, then execute it myself.
Live content follows different rules than campaign content. Different formats, different pacing, different reasons things travel. That is the part I specialize in.
I bring the plan, you keep control. Which formats suit this artist and what each show should produce, shot to your brand, your calendar, and your approval flow.
Your team owns the campaign. I cover what the tour produces and make sure it fits what you are already running.
What You Get
Delivery, Every Show
Turnaround
Same nightOne video, ready to post
Next dayEverything else delivered
Raw files via sharable link (Dropbox or Google Drive).
Photos
Behind the scenes, portraits, and show coverage.
Videos
3 to 5 clips per show, mixed across the formats so the feed never repeats.
Social Usage
Included. Unlimited use across the artist's owned social channels, in perpetuity.
The Workspace
Where The Content Actually Goes
A tour makes more content than anyone has time to make decisions about.
The shot list and the posting plan are the same document. What gets shot is already mapped to where it goes.
A calendar for the run. Every piece on a date, file linked, caption drafted.
Your whole team is in it. Management, publicist, social lead can see the plan, edit it, and move things.
If you already have a system that works, I use yours instead.
directr-client.vercel.app/calendar
Calendar
What’s next, on deck.
Today
Walk-on, front of house▶Posted
Crowd singalong, encore▶Draft
Oct 6 – Oct 12
Mon 6
Tue 7
Soundcheck
Wed 8
Load-in
Thu 9
Walk-on
Singalong
Fri 10
Pit POV
Encore
+2 more
Sat 11
Recap
Sun 12
Acoustic
directr · illustrative view of the calendar your team works from
Rates
Standard Rates
Single show / concert
$800
USD · per show
Full tour
From$2,500
USD · per week · quoted by run length and routing
A full quote is provided on request, built around your routing, run length, and what the tour needs to produce.