The Mallett Brothers’ DIY Formula: 2,000 Superfans and 120 Shows a Year

You’re about to get the roadmap from Luke and Will Mallett of The Mallett Brothers on what it really takes to make music a career. From playing 120 shows a year to building a loyal tribe of 2,000 superfans, the brothers break down how live gigs aren’t just part of the job—they are the job. You’ll hear how they’ve learned to follow the seasons, balance home life with relentless touring, and why collaborating with venues (and yes, printing real posters) still matters. The promo game keeps shifting—from glossy photos to viral reels—and these guys are always adapting to stay in the mix. But don’t let the laid-back Maine vibe fool you—this is a music business. From slinging hats and 8-tracks to tracking ad spend and working their booking agent to tighten tour routes, the Malletts share the systems that keep them thriving. Growing up helping their folk-singer dad send out his mailing list taught them early that endurance matters more than luck. Whether you’re booking your own gigs or building a fan group online, your success hinges on one thing: Always Be Performing. 00:00:00 Gig Gab 481 – Monday, May 12th, 2025 May 12th: National Limerick Day Guest co-host: Luke and Will Mallett from The Mallett Brothers 00:02:11 Twelve Years to Grocery Money 2,000 Superfans The Live Show is The Key 00:04:17 Playing 120 Shows Per Year Learned to move with the seasons Sleep well, eat well 00:08:04 Balancing Home vs. Gigs 00:08:54 Creating a tour schedule on your own 00:12:09 Working with a booking agent to structure and route your gigs and tours Lara Supan on Gig Gab 00:14:01 Collaborating with the venue on your promotion 00:15:58 The ever-changing promotion formula The changes from photos to videos to reels 00:18:00 Tracking the success of your ads 00:21:37 Don’t Forget About Physical Posters Venues love receiving actual posters 00:23:26 Then sell your posters at the gig! 00:27:27 Diversify…just like any other business! What else can we sell? Posters Hats CDs Keychains 8-Tracks 00:29:33 This is the business of music 00:33:53 Watching Dad’s DIY Approach to Music Succeed David Mallett, folk artist Helping dad with the mailing list for his music business 00:37:00 Meeting Chuck Leavell, famous tree farmer (oh, and a keyboard player) America’s Forrests with Chuck Leavell Orono Brewing Company Dogs and Horses… maybe Chuck? 00:43:49 Just…endure! And then you become a staple in a category of success stories 00:46:52 Engaging with those 2,000 superfans 1,000 True Fans Find out where on social media your fans are, then start a group Build community Failure is not an option 00:55:12 Gig Gab 481 Outtro Follow The Mallett Brothers Higher Up In The Hills from The Mallett Brothers Contact Gig Gab! @GigGabPodcast on Instagram [email protected] Sign Up for the Gig Gab Mailing List The post The Mallett Brothers’ DIY Formula: 2,000 Superfans and 120 Shows a Year – Gig Gab 481 appeared first on Gig Gab.