Music star Zayn‘s Stairway to the Sky tour, his first solo tour since leaving One Route in 2015, launched within the U.S. in October and concluded in March, utilizing progressive approaches to interact superfans, together with a “Zayn VIP Key.”
The musician’s supervisor and the workforce at UTA Music used Fan3 ticketing know-how and progressive fan-centric experiences to super-serve Zayn followers moderately than on-line ticket scalpers.
Fan3, co-founded by CEO Ross Taylor, is a fan group platform that summarizes its mission as “Fandom – Information – Anti-Fraud,” describing its focus as creating “a brand new leisure ecosystem rewarding each people who create it, and people who like it.”
Zayn and his groups at UTA and ZenKai Administration centered on an method and technique akin to a fan membership expertise, leveraging Fan3’s next-generation platform to streamline entry to presale tickets and elevate superfans’ journey main as much as the reside reveals.
With the so-called “Zayn VIP Key,” superfans had been granted unique early entry, precedence perks and a deeper reference to the artist, serving to to spice up pleasure round his comeback. Actually, the know-how gave superfans unique first entry to tickets by way of cell pockets passes in what Zayn’s workforce says marks the primary time ever this method has been used for a tour.
Fan3 additionally allowed Zayn’s workforce to gather beneficial first-party fan information, giving them alternatives to tailor customized experiences in new methods.
Fan3 added an additional layer of safety on prime of Ticketmaster, AXS and Eventim that prevented scalpers from snatching up tickets for resale on third-party web sites.
Zayn VIP key
The progressive Zayn partnership with Fan3 led to constructive outcomes past 22 sold-out venues throughout the U.S., U.Ok. and Mexico. For instance, a complete of 78,291 tickets had been offered through the VIP Key presale alone, with 343,377 VIP Keys claimed by followers in 211 nations, The Hollywood Reporter can reveal. And solely 2.5 % of tickets offered had been reported listed on secondary ticket websites, that means ticket resale websites.
“Zayn wished this tour to really feel totally different — extra private, extra intentional and nearer to the followers,” explains his supervisor, Nicola Carson of ZenKai Administration, to THR. “We acknowledged a singular alternative that aligned with that imaginative and prescient: a approach to create a fan club-like expertise and construct a group with out asking followers to pay for entry. It was about eradicating the noise and making area for a deeper, direct connection. Getting the restricted tickets we had within the fingers of followers was key.”
Eddie Clemens, head of tour advertising at UTA, says: “Zayn x Fan3 actually has set a brand new gold commonplace for a way artists and their groups can use know-how to deliver followers nearer to their favourite artists, whereas guaranteeing we’re getting them tickets immediately — and maintaining tickets off of the secondary market.”
Taylor lauds Zayn for placing his followers first and his firm’s “pioneering know-how to sort out an enormous music trade drawback: getting real tickets within the fingers of real followers.” He describes the outcomes of the partnership as a win-win for followers and the star, concluding that Fan3 allowed Zayn “to grasp and personal his information whereas guaranteeing his tickets find yourself within the fingers of the individuals who really matter: no bots, no scalpers, no fraud.”
