Why Direct-to-Fan Ecosystems Are the Future of Music Tours [2024 Guide]
Phil Wickham and Brandon Lake just launched their August "Worship Nights" tour, and there's more going on here than meets the eye. They're not just selling tickets – they're building a whole direct-to-fan ecosystem. Let's dive into what they're doing and why it's working.
The Strategy Breakdown: 4 Key Elements
Phil Wickham and Brandon Lake's tour launch showcases a comprehensive fan engagement strategy. Here are the key elements:
Text Presales for Die-Hard Fans
- Exclusive ticket access via text messages
- Rewards loyal followers and builds anticipation
- Grows valuable text subscriber list for future marketing
Traveling Merch Truck with Pop-Up Events
- Mobile merchandise store on the road
- Hosts pop-up worship events in various locations
- Extends tour experience beyond official concert venues
Livestreams for Every Show
- $15 per show, streamed directly through Shopify using the Single app
- Allows fans to join remotely from anywhere
- Breaks down geographical barriers to attendance
All-Access Digital Tour Passes
- $30 for full tour access via Single Memberships for Shopify
- Gives fans digital access to every live show
- Creates ongoing engagement throughout the entire tour
Why This Strategy Works
This multi-faceted approach is successful for several reasons:
- Multiple Entry Points: Options for both in-person and online experiences.
- Diverse Revenue Streams: Not relying solely on ticket or merchandise sales.
- Data Collection: Each interaction provides valuable fan data.
- Deepening Fan Engagement: Every element pulls fans deeper into the artists' world.
It's genius, really. Each piece of the puzzle draws fans further into their universe.
The Bigger Picture: Creating Your Own Fan Universe
This strategy might remind you of what we saw with White Lies' fan club, but applied to a tour roll out. Different band, same playbook: create a universe around your thing – tour, fan club, album, whatever – and watch your fans naturally gravitate to it.
It's not just for the big names. This approach scales well, working for artists at various career stages. The key? Start building your direct-to-fan ecosystem early and grow it alongside your career.
By creating multiple touchpoints, you're not just promoting a tour – you're inviting fans into your world. That's how you turn casual listeners into die-hard supporters.
Implementing This Strategy for Your Tour
Single can help. We're just one of the tools behind the scenes here (our new fan community tool is part of the setup powering the live streams and all access passes👀).
We'll help you set up a tour that:
- Brings your show to fans everywhere
- Grows your fan data
- Puts you in control of fan relationships
Check out the beta and add your name to this list here. You'll get early access to features, 1-on-1 strategy sessions, and help setting everything up.
