Projects /
Music
One tour, a year of content
How a Middle East concert promoter turned each tour into a year-round content series that fans share and partners pay to be part of.
Client
Confidential
Sector
Music
Services
Content Studio, Content That Sells Masterclass
Delivered
Content series, creator collaborations, sponsor-ready formats
The outcome
Weekly
fan contact
The promoter now has a reason to talk to fans every week, not just on show nights.
2
languages for every edit
Series are cut in Arabic and English, from rehearsals to crowd moments.
New
product for partners
Brands can back a series for a full season, giving sales something to sell between tours.
The Challenge
The promoter’s content stopped when the lights went down. A few clips went out on the night of each show, then the channels went quiet until the next on-sale. That meant a short window to reach fans and nothing to offer partners outside show nights. Every tour was full of moments people wanted to see again, from rehearsals to crowd reactions and almost none of them were used.
WHY IT MATTERS: INDUSTRY DATA
21
%
Top ROI format
Marketers on short video
48
%
Creators a must-buy
For ad buyers
+
10
pts
Awareness lift
From branded content
What we did
1
Planned the year, not the night
We built a content calendar that runs from announcement to after-show, with formats for each stage of a tour and the quiet months between them.
2
Created repeatable series
We set up series fans could follow, including behind-the-scenes, crowd moments and creator collaborations, with multilingual edits for Arabic and English audiences.
3
Made it sponsor-ready
Each series came with a partner slot, so brands could back a format for a full season rather than buy a single post.
What happened next
The promoter now has a reason to talk to fans every week, not just on show nights. Partners can buy into a series that runs all year, which gives sales a new product to sell between tours.
