Problem with talking to musicians directly is that they might quite like or even quite love the idea, but they often prefer to hand off decisions about stuff that they are not super passionate about to the people who look after the money. Many musicians actively avoid wanting to have to deal with the commercial and logistical side of the shows and stuff around their music and delegate that side of stuff to managers and labels, so that it doesn’t distract them from their core mission which is creating.

So to get those musicians on board you need to make them passionately care, creative to creative.

So as you rightly point of the best way is to approach the creatives who design shows for lots of musicians and get them to care to be able to sell it in to the musicians and their teams.