Ticketmaster has been credited for its role in Slipknot’s first No.1 album in 18 years following a TM Presale campaign in August.
Slipknot fans were granted first access to tickets for the band’s upcoming tour after pre-ordering their new album ‘We Are Not Your Kind’. Ticketmaster worked in unison with Live Nation, Roadrunner Records and 5Bam management to push the Ticketmaster Album Presale for 3 weeks, as well as help promote the album after the pre-order mechanic had closed.
The Ticketmaster campaign reached over 5.4 million fans in Ticketmaster’s twelve markets: UK, Denmark, the Netherlands, France, Italy, Switzerland, Austria, Sweden, Norway, Finland, Poland and Ireland. At the end of the 3 week D2C campaign, the album became Slipknot’s first number one in 18 years in the UK, Ireland and Italy.
Slipknot manager Cory Brennan of 5Bam Management said: “When the heat was on and Slipknot was neck and neck with Ed Sheeran for The No.1 album, that’s when our long-term business partners at Roadrunner Records, Live Nation and Ticketmaster turned up the gas and worked in unison. Slipknot has worked with all three partners for a long time and has stayed with them for one reason and one reason only – passion. It starts and ends there.
“At the end of the day Slipknot make brilliant, incredible music for a large rabid audience that has become a culture. At the other end of that are brilliant, passionate team members and partners that know no limits and want to help one of their favourite bands achieve massive success.”
Danny Corr, senior marketing manager at Roadrunner Records UK, said: “We had an extremely successful Slipknot D2C campaign and working alongside Live Nation and Ticketmaster was very beneficial. They fully supported us and really helped to drive awareness of the mechanic across all of their platforms. That kind of extra reach added to what the band and label did, which was definitely a factor in the result we had.”
Download promoter Andy Copping, Live Nation’s executive president of UK touring, said: “It’s hugely rewarding when a band and their management have such a clear vision for a touring and album campaign, enabling us as their promoter partner to offer maximum support for the success of the tour and their new album. This is the beginning. There are exciting times ahead.”
Mark Jansen, senior director of artist services international at Ticketmaster says the company runs “over 100” presale campaigns each year in the UK, and that they are becoming “increasingly popular across Europe”.
“It’s a commonly used artist presale mechanism and really helps to strengthen the bond between the live and recorded music sectors,” explains Jansen. “As well as coordinating the operational side of getting these tickets on sale, we’re now the go-to when an artist wants to reach their biggest fans ahead of an album and tour launch.”
Ticketmaster has run similar campaigns in 2019 with the likes of Liam Gallagher, James Arthur, Vampire Weekend, Emeli Sande, Freya Ridings, Banks, Jamie Cullum, Mabel, Friendly Fires, The Lumineers, Melanie Martinez, Hozier, Muse and Lewis Capaldi, with albums by the latter two artists also reaching number one.
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