Ticketmaster Artist Alert campaigns are a win win for the artist and the fan. They identify and capture demand for an artist’s live shows using a sign-up mechanic, and reward fans who sign up with priority access to tickets.
The insight from these campaigns has helped artists and promoters make informed decisions on routing, venue and pricing, build a database of loyal fans, and create excitement which fuels high conversion, early sales and further demand for tickets.
In 2021, Live Nation approached Ticketmaster ahead of Wizkid’s first UK show following the pandemic. Wizkid’s management and promoter were keen to refresh the artist database ahead of the announcement, gauge demand and provide a way to give the artist’s biggest fans first access to tickets.
Ticketmaster set up a Ticketmaster Artist Alert campaign. This launched with a sign-up page where fans registered their interest to be the first to hear about new shows from Wizkid. At this point only the London show was announced. The page was promoted across artist and Ticketmaster channels over a 12-day period, culminating in over 20,000 sign ups.
Sign Up Page | Promotion on Twitter | Email for Presale
Once the sign up closed, fans received an email inviting them to a presale for the O2 Arena show. The presale sold out fast, and the demand helped to sell out the general sale too.
To capture the demand of the onsale for future Wizkid shows, Ticketmaster’s Waiting List feature was activated as soon as tickets sold out, capturing data for a further 7,500 fans who wanted to see Wizkid live. This insight informed the decision to announce two further shows at the O2.
The sign-up page was reactivated, generating over 16,000 more fan registrations. This data combined with Ticketmaster’s Waiting List data and the heightened engagement of fans led to two more sold out dates for Wizkid – three sold out O2 Arena shows in total.
Following this success, the promoter chose to run a similar Artist Alert campaign for Calvin Harris as the powerhouse producer and DJ embarked upon his first UK show in years. At announcement, only the UK was announced, and the campaign amassed over 21,000 entries who were all rewarded with presale access when the show was confirmed to be taking place at Hampden Park Stadium.
‘For one off events like Wizkid and Calvin Harris, the option of a sign up felt like the right strategy. In both cases what was key was getting momentum at the onsale. Having a couple of weeks of sign up gave the customer enough information to get interested and join the list which helped build the excitement. To then communicate the onsale details directly to this audience gave us focus, which is further enhanced by giving the customer 48hrs to buy ahead of on sale. The customer feels like they have added value, we get a lot of tickets sold in the space before the general on sale, and those customers then become advocates to other fans to buy at the general onsale. Ticket holders help sell tickets.’
Dave Corbet, DF Concerts
Ticketmaster Artist Alert Campaigns are managed by the Ticketmaster Music team – Ticketmaster’s dedicated Artist Services division. Other recent Artist Alert campaigns include Billy Strings and Dave Gahan.
To discuss a campaign for your artist, visit our artist page and contact us.
