Tour
Diaries.
Client
Year
Sector
Service
12M
views across four cities
100%
tour dates sold out
+58%
monthly listeners during the tour
The challenge
After Night Shift, Atlas had a breakout artist and a first headline tour of four cities to sell, with almost no time between announcement and the opening night.
Fan crew, Berlin
Overnight edit
The idea
Let the fans make the tour film. In every city we recruited a small fan crew who filmed the queue, the show and the night after. Our editors cut it overnight on the tour bus and it went up before the doors opened in the next city.
What we made.
A fan-crew casting in each city, with a red crew lanyard as the only brief. Four overnight edits on the tour bus. Short diaries for the artist's own channels. A ticket drop for each next city timed to the diary going live.
Fan-crew casting
Four overnight edits
Artist diaries
Timed ticket drops
Tour recap film
Made for the feed.
Cut vertical first, for the platforms where this audience actually gets watched.
12M
views across four cities
The result
The diaries were watched 12 million times across four cities and every date sold out, two of them within an hour of the diary dropping. Monthly listeners rose 58% during the tour.
“The fans told the story better than we could have, and faster.”
Head of artist marketing, Atlas Records
