JP Saxe, a Grammy-nominated vocalist, kept revealing to his followers why he had decided to postpone his planned fall North American tour.
Known for his 2019 collaboration with Julia Michaels, “If the World Was Ending,” the musician shared an urgent message on his TikTok account on July 28. In order to increase the likelihood that Saxe’s tour would be a success, he informed supporters that he had precisely 48 hours to sell 20,000 tickets.
Together with Saxe’s efforts to keep ticket costs low at about $50, supporters attempted to band together and purchased a few thousand tickets, but it was not to be. Despite the best efforts of his followers, Saxe announced on August 1 that he had decided to cancel the tour.
I don’t want to cancel this thing, so please be cool about it for 48 hours.
Saxe told The Canadian Press that he was about to finalize his three-album contract with his label. Therefore, the label itself would not pay for his fall tour schedule in North America. Saxe looked into scheduling larger venues in an attempt to offset any potential losses he couldn’t afford this time around.
After that, Saxe wrote an opinion piece for Variety explaining why he was so open about his technique.
In contrast to the façade of success, I’m generally striving to cultivate authenticity in failure, he wrote. As an artist or anyone else, I believe it’s incredibly tempting to always project that everything is fantastic. And I think that’s dishonest and boring.
Thanking the fans for their support, he said those who came will have their money back right away.
It wasn’t enough to save the tour, and I will be sincerely refunding every ticket, Saxe said, even if a few thousand more people turned up in a matter of days, which was heartwarming and the best thing anyone has ever done for me online.
Saxe continues to believe that he will eventually sell out a whole tour, even if it was not meant to be this time.
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