How They Used a Livestream to Sell More Vinyl & Build Their Fanbase
My Morning Jacket’s new album just dropped—but they didn’t just sit back and hope for streams. Instead of the usual “pre-save, pre-order, hope for the best” approach, they ran a live event inside their own Shopify store using Single that:
- Drove pre-orders with a vinyl unboxing event
- Built their contact list through a community chat
- Nurtured their fandom with a live Q&A
And they did it all without relying on Instagram, TikTok, or YouTube.
Why This Matters
There are two big reasons this strategy works:
- They didn’t just build hype—they converted it. Instead of waiting for release day streams, they turned excitement into actual sales and fan data they own.
- They didn’t rent their audience—they built one. Every fan who showed up is now in their ecosystem—not just a random view on someone else’s platform.
The Takeaway
Social media and streaming are important—but they shouldn’t be the final stop. Building direct connections is what drives real revenue and lasting fan relationships. And if you’re looking to do the same? We’ve got the tools at Single to help.
Feeling Inspired?
- Subscribe to our newsletter to get weekly tips for going direct to fan.
- Install Single in your Shopify store to get started on your own.
- Get in touch and let’s talk for help brainstorming ideas, website builds, and more.
