See how Black Country, New Road used a simple Q&A to sell out their new music—and how you can do the same.
Livestreams are great for connecting with fans, but they can also be a huge opportunity for selling merch. Just look at Black Country, New Road. During a stream for their new album 'Forever Howlong', they sold out exclusive formats like CDs and cassettes in real-time.
Here's how they did it, and how you can take their strategy and make it your own:
The Setup
BC,NR hosted what looked like a regular Q&A from their store using the Single app for Shopify. No fancy production - just the band hanging out, taking fan questions, and (here's the key) dropping some super-limited format releases during the stream.
The Result
Every exclusive format? Completely sold out. The demand was so high they had to start offering standard formats just to keep up. Speaking with their manager afterward, they had just one regret: not having more stock ready to go.
The Strategy
It wasn’t just the Q&A that made it a hit. BC,NR's fans really showed up, and when you combine that with:
- Building anticipation through social media
- Getting fans to RSVP with questions (cleverly growing their email list)
- Sending morning-of reminders to drive attendance
- Offering stream-exclusive formats
- Offering real-time interaction with fans using tools like Single
So if you want similar results, this playbook is yours for the taking. The ingredients are simple, but the impact can be massive.
Feeling Inspired?
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