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Offering VIP Fan adventures to concert attendees has become a abundant way for artists to draw in some added acquirement from concert attendees. As the business mural changes and we acclimate to a post-COVID music industry, David Benjamin De Cristofaro takes a attending at what the approaching of VIP fan adventures ability attending like.
Guest column by David Benjamin De Cristofaro
As Artists aim to acquisition new opportunities in the face of primary revenues in Music’s about-face from almanac sales to alive accident spaces as able-bodied as the admission re-sale market, new models accept emerged about the advanced end of admission affairs aloof as bundles do about almanac pre-sales. One that has become a accepted convenance for acts is that of pre-show Fan Adventures featuring absolute accessibilities and amenities arranged with tickets awash from advanced and centermost apparent aural a capped cardinal of accessible allocations. Sales of these bales advice to accomplish up for allotment of revenues already accessible through acceptable anthology sales, as able-bodied as those absent to the multi-billion-dollar secondary-ticket market.
Artist’s teams assignment with them and the promoter, ticketing-company and at times a middle-company apprenticed to architecture and facilitate these programs, amenities and suppliers. it’s accepted for middle-companies to present a alternative of options based on antecedent programs and packages, from which the Artisan and their aggregation aces and allotment calm their own affairs array while lending ascribe to layout, designs and features. These programs are generally structured with 1-3 tiers of options, admitting beyond acts may run up to 5 or added depending on the backbone of their brand, admirers and area admeasurement as able-bodied as altered combinations they can action from best admired bottomward to the simplest advancement in a fan’s experience. Likewise, prices can ambit by act from $100-$800 to $2,000 or more, additionally to calibration of the Artisan and audience.
Fans are met with check-in areas for acceptance and arising of their amalgamation items, of which the best basal amenities about accommodate aboriginal venue-access curve and an Artist-branded keep-sake coat to admire the experience, while others accommodate items such as Artist-signed posters or bags. While 1st bank early-access amalgamation purchasers ability aggregate their array items, admission doesn’t usually booty abode until anon afore doors. For those gluttonous more, high-tier bales action a more-or-less on-brand adventures that accommodate committed lounge spaces with photo-booths, ops and props, branded step-&-repeats, lounge-furniture, games, activities, apparatus demos, hors d’oeuvres or cafe accouterment tables. Added immersive Artisan adventures accommodate traveling “exhibit” appearance pop-ups with apparel and memorabilia from notable events, appearances or times cogent to their history.
While adventures may not accommodate the Artists, pre-show engagements such as a behind-the-scenes tour, sound-checks, performances, Q & A’s, Meet-&-Greet photo’s (or some combination) that run based on the Bout and alone venues day-sheets, schedules and promotional commitments are sometimes included with college amalgamation tiers. Admirers alter in ethics and priority, some acquirement bales to get as abutting to the date in the venue’s GA pit as possible, while for others a draw can be admission to their own bathroom, food, beverage, aboriginal area admission and merch-booths after the lines. Widely, Artists accept accepted pre-show adventures with admirers as a approved allotment of Touring life, admitting some accept publically decried the archetypal to accomplish a statement, others out of principle, and at times to accurate their discontent. Warped Bout architect Kevin Lyman credibility out a amusing activating amid the bands and their admirers in which this adds a “transactional” amount and affection to the barter at times that can affect the claimed touch. Depending on how abundant amount a fan feels they got out of a amalgamation or interaction, it could calibration from accurate to transactional depending on their experience.
Some Artists baddest admirers at shows to accompany them backstage for chargeless meet-and-greets as well, so whether by pre-pay or by chance, it’s account attractive how this aspect of the Acquaintance Economy will acclimate post-COVID. Acts in aerial accident age groups adjourned or annulled tours aboriginal on, while others alone the meet-and-great feature. Artist-interaction portions of programs will acceptable charge to be adapted in pre-show engagements to interactions from the date and accumulation photos taken in advanced of it and a accepted 6-foot distanced barricade. The growing acceptance of fan-texting and monetized zoom-type affairs that accommodate added direct-engagement with Artists could advance to added pre-show or column Bout chase ups with admirers during the accretion aeon as a allotment of promotional cycles, sending them action kits and alternate opportunities.
Businesses that accommodate these services, like abounding secondary-parties, will be adjourned as the Music Industry looks to acclimate and balance from the COVID Pandemic. Artist’s and above Promoters accept abstruse they can admission assets and accumulation chains to action the aforementioned casework internally. Streamlined ability in operation and scheduling for programs aural a promoter’s area arrangement onsite eliminates accepted agenda delays and confusions for staffs and admirers at beyond venues such as with box offices who’ve not yet accustomed lists or opened their gates, programs and casework etc.
Many of these programs advantage accessibility and rewards based models that acclaim agenda companies like American Accurate accept formed out for years, admitting as they’ve become accepted convenance in alive contest amenities and formats accept become added all-encompassing and agnate to one another. As the acknowledgment to alive contest will be competitive, the amount for creativity, acquaintance architecture and bigger branding practices at the arena akin on the advanced curve of fan assurance will be high. Artist’s may attending to actualize added immersive cast adventures for admirers to get their ethics account from programs. Traveling display action spaces may become added boundless and accord way to new opportunities application models continued active by action parks and pop-ups by re-creating environments from films, television shows or music videos to actualize an immersive ambiance that invites admirers into allotment of their story.
Recently Los Angeles saw a above K-Mart adapted into a absolutely immersive one-stop Britney Spears acquaintance alleged “The Zone”, whose appearance accommodate an alternate nine allowance airing through some of her best acclaimed video scenes and moments. In my chat with ambassador Jeff Delson, whose artistic merch rollouts accommodate a ample ambit of Artist’s from Beyonce’s Formation Bout to 30 Seconds To Mars’s Camp Mars, he expounded on the anticipation abaft the display in how “The best admired bill today is experience. This communicable has fabricated it alike added bright that we all acutely admiration to accept life-changing experiences, body communities, and actualize abiding memories with friends. Alternate adventures are the approaching of the artist/fan relationship. Afore creating The Zone, we thought, what if you could airing into the apple of your admired artist—like actually airing into the music videos?”
Here the abstraction of Artisan pop-ups is taken to a new akin and accepted for fan acquaintance while giving a glimpse of the approaching of immersive branding and hands-free alternate agreeable generation. A bout complete with an RFID wristband that will be acclimated to bear 6 chargeless distinctively curated photo and video activations via cameras set up in apartment to booty them for you carrying anon to adaptable devices. These RFID Trigger Trap appearance photo moments forth with Projection Mapping on concrete altar and accommodating media as able-bodied as admittance of bedfellow media into atone templates came the way of accord with The Third Floor Visualization, who consulted on artistic account for the acquaintance spaces. Artistic Director of Immersive Albert Cheng shares “over the advance of development, we consulted on the assorted apartment which would absorb avant-garde technologies in beginning new means and had the amusement of working with Chief Artistic Officer, Shannon Ramirez. Our Immersive group, who excel at applying artistic technology to the empiric world, clicked able-bodied with The ZONE aggregation and relished the befalling to analyze all the tech and artistic account that would go into the experience.”
In accession to its absorbing tech, the accession has aiguille and non-peak timeframe appraisement while circumventing the accessory re-sale bazaar by texting tickets purchased 24 hours advanced of appointed times. Delson credibility out “The Zone is aboriginal of its affectionate and the best immersive fan acquaintance anytime created—a destination that allows you to absolutely access the apple of your admired artist. We spent years anxiously planning every baby detail, and the technology and assembly amount are unmatched.” With the growing acceptance of Artisan branded and curated Festivals as able-bodied as alternate RFID in fan ecosystems and business and the admiration for bigger cast adventures amidst banausic VIP programs, The Zone marks a new era of Music fan experience!
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