Strange Music’s Sensible Approach To Touring

A record company focused on rap artists is raking it in with a highly-efficient touring business, brushing aside marginal profits from record sales.

Strange Music, the label run by rapper Tech N9ne and Travis O’Guin, will be bringing in $21.9 million this year, an increase from $20 million in the last four years, the Wall Street Journal recently reported.

Chris Shonting – Tech N9ne

The label has done this in spite of an estimated 78 percent dip in record sales in the last five years, the paper wrote, with a manufacturing plant dedicated to its own merch and a stable of artists establishing a brand noted for its professional, high-energy shows.

The business first approach of Strange Music has allowed it to book more than 200 shows a year, some featuring the likes of Kendrick Lamar.

While Tech N9ne is undoubtedly the labels’ biggest name, artists like MURS and ¡Mayday! are also contracted to the outfit. Strange Music’s strict tour rules, such as “no throwing water on security” and “artists must show up early to the meet & greet sessions often sold to VIP ticketholders,” have earned it respect with venues across the country. The company attributes its success to its code of conduct in the Journal article.

Strange Music does still do the work of an independent record label as well, and recently released Tech N9ne’s new album, The Storm. Reps could not be reached for comment at press time.