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.

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