Thanks to white-label platforms, event creators can sell tickets, products and experiences on their own site without depending on a third party.

Whitelabel benefits for your brand and events

Today, most event creators rely on third-party platforms to manage their ticketing and interact with their audience. While these solutions offer a degree of visibility, they also appropriate a large part of the relationship with fans, limiting access to data and reducing direct monetization opportunities.

Faced with these limitations, D2C (Direct-to-Consumer) and D2F (Direct-to-Fan) models are emerging as a strategic alternative. Thanks to white-label platforms, event creators can sell tickets, products and experiences on their own site without depending on a third party. This approach not only strengthens their brand image, but also enables them to capture and exploit valuable audience data to optimize engagement and ensure sustainability.

The first to benefit from this direct relationship? Superfans. To understand who they are and why they're important, click below.

The term "white label" refers to a business model in which a company offers products or services developed by a third-party supplier, without the latter incorporating its branding. The aim? To have a turnkey solution fully adapted to your brand identity.

More nuanced and to be differentiated, we also find the "gray label". Here, the product or service, although distributed by another company, clearly indicates its origin. The user knows that the service comes from a third-party supplier.

White-label solutions have rapidly become strategic levers for many players, particularly in e-commerce.

In the events sector, the integration of a white-label platform enables event organizers to sell tickets directly from their website, enhancing the user experience and consolidating the relationship with their audience.

Whether in e-commerce, ticketing or fintech, this model has become certain companies favorite playground :

In e-commerce, solutions have profoundly transformed the way companies sell online. Shopify is one of them. Their solution enables companies to fully customize their store (logo, color, design...) while benefiting from payment, inventory and marketing management features.

This benchmark in white labeling has won over the biggest brands in all sectors: Jimmy Fairly, Kylie Cosmetics, Tesla, Heinz... as well as artists (Angèle , for example) and sports teams (Vitality). A fine illustration of the unlimited potential of the white-label model.

Platforms such as Linktree and Beacons enable creators to centralize all links to their various platforms (social networks, online store, ticketing, exclusive content...) in a single location. Rather than having to choose a single link to display in their bio, they offer them a single URL that redirects their audience to all the resources they wish to showcase. Color, font, buttons, logo... The interface is entirely customizable to reflect your identity.

Its strength? To offer an entirely white-label payment solution, seamlessly and invisibly integrated into e-commerce sites, applications or SaaS platforms. As a result, end-users never see Stripe, but remain immersed in the world of the brand they're buying from. This model enables companies to personalize the user experience right through to payment, while taking advantage of Stripe's technology and security.

CMS such as WordPress, Webflow or Wix make it easy to create websites without a master's degree in coding. These platforms offer a wide range of customizable templates, enabling you to design a site perfectly suited to your needs and image. With the ability to add widgets and white label integrations, you can maintain complete control over the look and feel of your brand.

Well, we're talking about widgets... on our blog... it would be a shame not to take advantage of them. Integrating a ticketing widget directly on your site (as Billy does) allows organizers to sell their tickets without intermediaries and without distorting their brand image. Festivals, artist tours, sports or e-sport competitions... whatever the event, a white-label solution guarantees a fluid and coherent experience, aligned with your universe.

2. The main benefits of a white-label ticketing solution

a. Control your image and boost its value

When attendees, and especially your fans, buy tickets, they need to feel they're doing so with your brand, your event, and not via a third-party platform.

By personalizing the interface to your image (branding, visuals, UX), you stay true to the universe you've created, and allow it to expand even further. A strong brand inspires confidence, reinforces the perceived value of your offers and improves your positioning in relation to the competition. The more consistent and controlled your identity, the more pleasant and engaging the user experience, which is a crucial asset for building audience loyalty and increasing sales.

Why limit the purchase of a ticket to a simple transactional act? This act is the first step in the experience of your event, and very often this moment translates into stress and frustration. An interminable queue, the fear of not having a seat, the cat walking on the keyboard, until the moment of release when the ticket is finally yours (or not 😢 ).

It's therefore essential to make the user journey as pleasant and fluid as possible to win your audience's heart from the very first interaction.

Thanks to personalized landing pages and a made-to-measure shopping experience, fans remain immersed in your world, with an interface designed for them and by their favorite brand/creator Beyond design, this personalization allows you to tailor offers to fans' expectations, boosting their engagement and satisfaction.

By cutting out the middleman, you create a direct link between you and your audience. This D2C (Direct-to-Consumer) / D2F (Direct-to-Fan) model enables you to control the entire buying experience and personalize every interaction. THE secret to building an authentic, lasting relationship with your fans.

c. Control your data and boost fan engagement

By using an external ticketing solution, you lose out on a major strategic resource: customer data. Many platforms limit your access to data and exploit it for their own profit. They use your buyers' data to recommend and promote similar events - sometimes those of your competitors. By redirecting your fans to other offers, they dilute your impact and limit your ability to build audience loyalty.

With a white-label ticketing service, you control your data and centralize them in one place. No more right-to-left tools: a single point of entry simplifies link distribution, standardizes communication and facilitates performance monitoring. By always redirecting to the same site, analysis of the purchase path and traffic sources becomes much more fluid. You know who buys your tickets, where your participants come from and what their behavior is. A thorn in the side of your marketing team, don't you think?

These insights enable you to segment your audience, refine your marketing campaigns, set up effective re-targeting and propose personalized offers that boost your community's engagement.

Having this data in-house is also essential for building a solid long-term strategy, anticipating trends and ensuring the longevity of your brand.

In a sector where experience and loyalty are fundamental, white-label ticketing is an essential solution. It offers total personalization, guaranteeing a fluid and immersive purchasing experience, perfectly in tune with your brand universe. No more dependence on marketplaces: you retain control over your branding, your offers and, above all, your customer data, a strategic asset for fine-tuning your campaigns and maximizing the engagement of your community.

This independence gives you a decisive competitive edge. By building a direct link with your fans, you optimize your revenues, while reinforcing the perceived value of your brand. More than just a ticketing service, you create a genuine D2C & D2F ecosystem, ideal for ensuring the longevity of your project.

New features, news use cases...
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Selling bundles is one of the best ways to boost fan engagement, marketing opportunities and event’s sales. With Billy’s event platform, creating bundles is seamless and efficient.

Bundles - How to set them up easily with Billy

Ready to create your own bundles with Billy ? You’re in the right place! We will guide you step-by-step in setting up your event shop. 
If you're new here or need a quick recap, a bundle is simply a package that groups together various items like event tickets, merch or albums, giving fans the full experience in one go. If you're curious about the several benefits and strategies around bundles, make sure to check out our previous articles. 
Now, let’s dive in!

Selling bundles is one of the best ways to increase fan engagement, create marketing opportunities and boost event’s sales. By packaging tickets with exclusive products in a single purchase, your fans can access everything they love, whether it's limited-edition vinyl, meet-and-greet opportunities, or event merchandise,

With Billy’s event platform, creating and selling bundles is seamless and efficient. Let’s walk through the process of setting up your first bundle.

Before you begin creating bundles, the first step is to connect your existing Shopify shop to our platform. With just a few clicks, you can link your store to your event page and synchronize all your products. Here you go:

Go to the section Integrations > Shopify

Click on "Connect Shop" and follow the instructions

Wait for Billy’s team to confirm your request

Once your shop is connected, you’ll receive an email and your products will appear on the platform!

Now that your shop is synced, it’s time to create your own bundle. You can select any product available from your shop like T-shirts or vinyl records and create Bundles by following these steps:

Choose with which ticket category you want to combine your product

Define the bundles name, description and stocks

And voilà! You just created your 1st Bundle. Now, it is time to define your sales parameters for your Bundle.

Setting up your bundles sales is easy with Billy. Our platform’s flexibility ensures that you can easily adjust pricing to suit various audience and match your marketing strategies. To do so:

Set a custom price for each item contained in your Bundle

Define a limited sales period (if you want to)

Once the pricing is set, your bundle will be ready to go live.

With our platform, you can sell bundles across all your distribution channels, whether it’s your event website or a dedicated mini-site. This ensures maximum visibility for your offers, helping you reach more fans and increase sales.

Selling bundles can transform your event marketing strategy, offer more value to your fans and create new revenue streams. With a modern event platform like Billy, you can easily set up bundles and track results—all in one place. Whether you’re selling exclusive merchandise or ticket packages, our platform ensures a quick setup to make your life easy.

It’s time to unlock the full potential of your event’s sales!

Nouvelles fonctionnalités, actualités, cas d’usages...
Découvrez les dernières nouveautés de Billy en avant première chaque mois.

Ready to create your own bundles with Billy? You’re in the right place! We will guide you step-by-step in setting up your event shop.

Bundles: How to set them up easily with Billy

You've most likely heard about them recently. "Superfans" are in the music industry’s spotlight. Behind this media hype are announcements from Warner Music and UMG stating their intention to focus on monetizing superfans through an artist-centric model. We’ve decided to shed some light on the subject and dedicate a series of articles on the topic of superfans. How to identify them, engage them, and build loyalty... But first, what makes a fan "super," and why are they so important for artists? Let’s explore together what defines superfans, the benefits they bring, and some interesting key figures.

Before defining the term superfan, let’s take a look at other types of fans that can be ranked into a pyramid. At the base are casual fans, who represent the majority of an audience but are minimally engaged. Then come active fans who follow an artist across various platforms. Next are the connected fans, forming an invested and engaged community. And at the top are our superfans.

The term is quite literal: it refers to a fan who is particularly passionate and dedicated. A superfan doesn’t simply follow the artist on social media or listen to their latest releases; they go well beyond that. From buying merchandise to streaming intensively to following a tour, the superfan fully participates in their idol’s project and can even play a key role in its growth.

Kevin Kelly, a specialist on the subject, captures this idea in one simple phrase: “A fan who will buy anything you produce.” And really, that’s all we need to know. Well done, Kevin.

Their psychology and main characteristics

Unlike casual fans, superfans feel a deep, personal connection to the artists. Though the term is relatively new, this type of behavior has been well-known for a long time. Think of the Elvis phenomenon in the 1950s or the Beatlemania vs. Stonemania rivalry in the ’60s. This psychology is just as present in other arts and even in sports.

On a cerebral level, supporting an artist or team and seeing them succeed gives us a dopamine boost—the happiness hormone. We quickly become addicted to it, and when mixed with oxytocin, the attachment hormone, voilà—a superfan is born!

Superfans have a strong need for belonging, which they fulfill through unconditional devotion to their idol. While this loyalty may seem irrational to some, it’s not to be taken lightly. Their intensity makes them a major asset in an artist’s life.

Today, digitalization has made it easier to connect with this fan segment. An artist can interact directly with their audience via social media rather than relying on one-way communication. Fans, in turn, have new ways to get involved, connect, and consume.

2. What if 1,000 superfans were enough to make a living from your art?

Remember Kevin Kelly? It’s time to take a closer look at his theory of 1,000 True Fans. Published in 2008, this concept still resonates powerfully in the artistic world — if not more so. Kelly shares a simple yet fascinating idea: to succeed, an artist needs only 1,000 genuinely committed fans.

According to Kelly, each "true fan" could spend $100 per year on their favorite artist’s work. So, 1,000 would be enough to generate an annual income of $100,000.

Of course, $100 is just an average, as a TRUE “true fan” would likely spend much more than that (merch, concerts, albums, vinyls…). In short, this six-figure amount would allow a creator to live comfortably by focusing solely on what attracts and retains these True Fans.

With the rise of digital platforms, building and strengthening this connection between an artist and their fans has become easier. Blogs, social media, and newsletters keep fans updated. As an artist, address your community directly, interact with them, personalize your messages… Be present, authentic, and show your appreciation.

In reality, this connection benefits both parties. A superfan enjoys keeping up with their idol’s news and feels closer to them and their project. On the other hand, the artist draws motivation and inspiration from the support of their most devoted fans.

3. What does a superfan bring to an artist?

Superfans follow an artist not only for their music but also for everything they stand for. They see the artist as a part of their own identity and engage unconditionally with their work. This loyalty ensures durable, unwavering support for the artist — a valuable stability in the music industry, where success can be fleeting.

Because a bit of free marketing never hurts, superfans play the leading role in promoting an artist. By sharing their passion online or in person, this word-of-mouth amplifies the artist’s reach without advertising costs. Wearing merch on the street is also a great way to boost their visibility.

We return once again to Kelly’s theory because he hit on something essential. The appeal of exclusivity among True Fans allows an artist to build a solid financial base. They’ll be the first to buy merch, concert tickets, albums, and collectibles. By offering items and experiences that resonate with them, the artist enhances fan satisfaction and stimulates their desire for new products, thus generating a recurring revenue stream.

Superfans provide rich insights into the expectations, preferences, and behaviors of an artist's community. Through their online activity (buying habits, content engagement, interactions), it becomes easier to fine-tune communication and marketing strategies, as well as artistic and creative choices.

15% of the U.S. population over 13 years old can be classified as superfans, Luminate

Superfans spend 80% more than the average American listener each month, Luminate

Physical format consumers are 2x more likely to be superfans, Luminate

50% of vinyl buyers do not own a turntable; they simply enjoy owning their favorite artists' music physically, Luminate

Superfans constitute around 2% of an artist's monthly listeners. However, they account for 18% of monthly streams and 52% of merch buyers, Spotify

Goldman Sachs estimates the potential market for monetizing superfans via paid streaming at $4.2 billion. 10% of this market is expected to be captured by 2025, and 60% by 2030.

In a music industry where it's increasingly difficult to stand out, adopting a strategy focused on superfans is the key to making a living from your art. To do this, it’s essential to understand the different types of fans (remember our pyramid!) and recognize them. The goal? To guide your fans through the ascent of this pyramid, implementing the right strategies to help them reach the sacred role of Superfan. In our next article, we’ll share our tips on how to identify and engage superfans, so don’t miss it!

Through their loyalty, engagement, and passion, superfans prove to be indispensable financial, marketing, and psychological supporters. Maintaining a “relationship” with them allows an artist to build a strong foundation and grow it sustainably over time. And that's super.

You've most likely heard about them recently: "superfans" are in the music industry’s spotlight. But what exactly makes a fan "super," and why are they so important for artists?

Superfans: who are they and why are they essential to emerging artists?

When creating offers for your event, bundles are a game-changer. They not only enhance the fan experience, it also boost your brand and drive unexploited revenues.

Top 10 Benefits of Bundle Sales

Welcome to the second chapter of our Bundle series! Throughout this article, we’ll explore the main benefits of selling bundles.

When creating offers for your event, bundles are a game-changer. Whether you’re an artist on tour, a festival, e-sport event or sports game producer, bundles not only enhance the fan experience, it also boost your brand and drive unexploited revenues. From exclusive items to personalized experiences, they create excitement and forge deeper connections with your audience.

Now, let’s dive into the “bundle world” and see how it’s a perfect strategy for your next event!

Why selling Bundles and what are the benefits?

1. Improve your brand as an artist, festival or event creator

More and more, fans are willing to enter their favorite artist’s universe and crave to collect exclusive items or live unique experiences. Creating merchandising and selling records are great ways to be creative and craft amazing products your community will love.

2. Boost event awareness and participation

Bundles serve as a great marketing tool. By allowing fans to receive merchandise before the event, you create a buzz and build anticipation. For instance, festival’s attendees could proudly wear shirts with event’s line up, becoming walking advertisements that spread the word, your event awareness and excitement.

Bundles can feature limited-edition or exclusive items, creating a sense of urgency among fans to purchase before supplies run out. Fans love owning something unique that connects them to their favorite artist or past event.

4. Turning an event into a lifelong memory

Fans appreciate the personal touch of bundles, especially when they include signed memorabilia or special experiences like meet-and-greets. This strengthens their emotional connection to the artist and create a sense of nostalgia for your event.


Consider partnering with local artists, labels, festivals, designers, or brands to develop co-branded merchandise. Also join forces with one of your event’s sponsor, an artist label or management to create co-marketing strategies about a collection to increase your event’s visibility.

6. Unite two objectives and meet efficiency through a single flow

Instead of selling through multiple websites (e.g one website for your e-commerce, another for your tickets), offering everything in a single checkout flow reduces friction in the buying process, making it easier for fans to get all they want in one go. This drastically increases the purchase conversion rate of additional products. Also, this is way easier for marketing teams to sell from a single website. By joining forces, they redirect traffic to a single website, cutting marketing budgets by half and get qualitative data…

Selling bundles also gives you valuable insights into your audience. By tracking what fans buy, you can understand their preferences—what merch they love, which items sell out fastest, and how they engage with your event. This data helps you tailor future offers, create targeted campaigns, and personalize the fan experience.

8. Identify your Superfan to cherish them

Your core fans are the one coming to your events, buying your merchandising, records or experiences. Remember, a 1000 True Fans support is all what you need. Knowing who your top supporters are allows you to strengthen those relationships and keep them coming back. You could incentivize them with exclusive future offers, early access to tickets, or special event content that strengthens their connection with your brand.

Bundling tickets with merchandise, exclusive content or records encourages fans to purchase more at once. This upsells your offering, increasing the average purchase value per fan and driving more revenue than selling individual items alone.

Instead of guessing quantities randomly for products and size, you can use “pre-order” or “print on demand” tactics to avoid keeping stocks once your event is over. Also, by sending product directly to their home address, you can avoid people queuing in front of the event location. Dope!

In today’s experience generation, selling bundles is more than just a smart sales strategy—it’s a way to connect with your audience on a deeper level, elevate your brand, and differentiate your event from others. It’s also key to create synergies between brands, artists and event producers and understand who are your superfans. Whether you’re aiming to sell exclusive merch, offer unique experiences, or simply increase your event’s visibility, bundles are the key to unlocking it all.

Now is the time to start incorporating bundles into your event strategy!

When creating offers for your event, bundles are a game-changer. Whether you’re an artist on tour, a festival, e-sport event or sports game producer, bundles not only enhance the fan experience, it also boost your brand and drive unexploited revenues.

With the rise of the experience generation, selling bundles are part of event strategies. Giving fans special products to keep as a souvenir helps build brand loyalty and make them feel closer to the experience they’re living.

What is a bundle and why you should sell yours

Welcome to the first chapter of our Bundle series! Throughout this series, we’ll deep dive into topics such as bundle great use cases, pricing strategy, top benefits and best practices to sell bundles.

We’re kicking things off with the basics: what is a bundle? What are the different types that exist? Why you should sell bundles of tickets and products? How to set up your event to sell Bundles?

Spoiler alert: it's one of the best ways to boost your sales and get your fans hyped.

Don’t miss a beat and subscribe to our newsletter to stay updated on the latest articles and all our tips to take your event to the next level.

Enough chit-chat, it’s now time to master the art of selling bundles!

A bundle is an offering where you can group multiple offers such as concert tickets, additional products, exclusive merchandise or any experiences and sell them together in a single package. Usually, bundles are sold at a discounted price compared to purchasing each item individually. For musical events and tours, bundles often include a combination of items like limited edition vinyls, t-shirts and concert tickets.

There are 5 types of Bundles to create tailored experiences matching your event needs:

Ticket + Merchandise Bundles 
These are popular for combining event tickets with exclusive merch like T-shirts or posters. They appeal to fans who want both the event experience and memorabilia.

Ticket + Album Bundles
When launching a new tour or announcing a major artist for your festival, selling bundles that combine tickets with the artist’s latest CD or vinyl is a perfect strategy. The good news is those sales are now certified OCC/SNEP. These exclusive offers not only give fans unique content but also deepen their engagement with your event, creating a memorable and personalized experience.

Fan Packs
Artists bundle tour tickets with collectibles such as signed CDs or vinyl or exclusive apparel. These packs are effective in driving record sales and creating an emotional connection.

Experience Bundles
For fans seeking something extra, bundles can also include VIP experiences, such as backstage access or meet-and-greets, alongside tickets and merchandise.

Tickets Bundles
You can also sell several tickets. It might be the same tickets category for a “2 for 1 flash sale” or different ticket categories. This is useful for families wanting to snake pit or seated experience or for partners buying classic tickets for employees and VIP tickets for management.

Why and how to sell bundles for your event?

Whether you’re organizing your festival or gearing up for your next tour, selling bundles is an excellent way to deepen your connection with fans, amplify your event’s marketing, and diversify your revenue streams. Let’s explore the key benefits!

In today’s competitive landscape, building a strong brand as an artist or event creator is essential. Bundles allow you to extend your brand beyond events — it’s also about creating a lifestyle that fans want to be part of. Whether it’s a T-shirt, tote bag, or vinyl, each item tells a story and strengthens the emotional bond between fans and their favorite artists.

From a marketing perspective, bundles are also a powerful tool. Limited edition items, exclusive merch, or artist collaborations create excitement and drive demand. And picture this: every piece of merchandise not only serves as a keepsake but also turns fans into ambassadors, with every item acting as a walking billboard for your event. It’s how you create that must-have feeling and buzz!

And that’s just the beginning. There are many more benefits in selling bundles—luckily, we’ve covered them all in this article, where we dive into the top use cases to elevate your next event experience!

Selling bundles can seem complex, but with the right tools and partners, it’s quick and easy! At Billy, we designed our event platform to help event creators seamlessly create and package offers.

In just 5 minutes, you can connect a Shopify shop to your event, create Bundles and start selling. There are 5 easy steps to follow:

Create your event shop on Billy’s platform

Use an existing shop or create one on Shopify

Pick the products you want to sell (merchandising, records…)

Create your Bundles mixing tickets and products

And voila! Now, you can focus on what matters most: creating unforgettable experiences for your fans.

Go further in the setting of your bundles

Ok, so what have we learned so far? Bundles can become an essential aspect of your event marketing strategy. By merging tickets, merch and also experiences into a single purchase, you boost both your sales and your community engagement. Creating a pack of various products allow artists to diversify their revenue streams and connect with fans on a deeper level.

By offering a bundle, you also simplify the purchasing decision, making it easier for your audience to see the value of getting multiple items together, rather than purchasing each one separately.

Beyond the immediate financial benefits, bundling helps amplify the emotional connection with your superfans. They are not just buying a package of your products; they're investing in an experience that ties them closer to your event or an artist. Tailored bundles put the emphasis on exclusivity and belonging, leaving lasting impressions to fans that extend beyond the event itself.

Already at the end? You must have a pretty good insight into what a bundle is by now. But if you want more, go fumble in the bundle!

Welcome to the first chapter of our Bundle series! What is a bundle? What are the different types that exist? Why you should sell bundles of tickets and products? How to set up your event to sell Bundles?

What is a bundle? And why you might want to sell yours?

Overview of the market, benefits, strategies, tips for a successful album launch, and the rules to follow to obtain the coveted certifications.

CD / Vinyl bundles: how to boost the release of a new album?

A new article in the bundle series, and this time we tell you all about bundles containing an album in physical format. After analyzing the state of CD and vinyl consumption, we'll explore together the virtues of this type of offer, the strategies & tips to ensure a successful launch, and the rules to follow to obtain precious sales certifications.

It's a bit like the winning combo of live and recorded music. A bundle is a pack containing a ticket for a concert + a physical album, in CD or vinyl format. With a single payment, the fan buys both a concert ticket to see the artist live on stage, and the artist's latest album, delivered directly to his or her home on the day of its release.

A bundle can also be made up of textile products (t-shirt, hoodie, cap...), but in the music industry, the album bundle is king. Why is this? Because it creates a virtuous bridge between the show and the release of a project. We explain how it works, and above all, how to set it up properly to blow up scores, while respecting a few essential rules.

CDs and vinyl: where does consumption stand in 2025?

You'd think the physical album market would be in decline, but no! In 2024, for the first time in 11 years, sales of these media are up (+1.3%), driven by vinyl, which generates sales of €98 million in France (doubled in 5 years). While the volume of CD sales is still higher, its turnover stands at €91 million.

Source: "French music production in 2024" - SNEP (Sorry, disclaimer, these figures correspond to the French market, not the international one!


Today, these objects have real symbolic value. The CD has become a collector's item. Some buyers have never even put a CD in a hi-fi system - 40% of CDs are never unwrapped! They buy it for its symbolism, and to support an artist. As for vinyl, it represents the ultimate fan object: it is often enhanced with add-ons (stickers, poster, bonus tracks...). Fun fact: 50% of vinyl buyers don't even own a turntable. It's not a hindrance, it's a declaration of love to the artist.

This emotional bond between artist and audience doesn't stop at the object itself. It's part of a wider dynamic, where D2C (Direct-to-Consumer) is becoming an important lever at the heart of development strategies. These direct sales to fans enable artists to diversify their sources of income - which are essentially concentrated on live performances - in the face of low remuneration from streaming platforms. A Luminate study confirms this: in 2024 in the .U.S, D2C accounted for 63% of physical sales of top 200 albums in the first week of release, and nearly 32% of total first-week album activity (sales and streaming).

Offering a bundle at the launch of an album and tour is more than just a good idea. It's a solid launch strategy with many benefits.

When a fan buys a bundle during a pre-order phase, sales of the album are counted on the day of its official release. As a result, all sales generated via ticketing mechanically boost first-week figures, which can send a project soaring up the charts.

New album? New tour? Why not announce it all at once? The bundle makes it possible to create an event around a project, by combining the announcement of the release of a new album (to listen to at home) and live dates (to get it right in the face). It's stronger, clearer and more impactful for fans and the media. The two objectives feed off one another, reinforcing and amplifying each other's impact. Finally, marketing investments are optimized by promoting the label & tour teams within the same path.

A fan who buys a ticket AND an album, especially within the first few minutes, mathematically falls into the superfan category. This rare species follows its artist closely. They want the big game, and they want it now. This very special fan is there at every stage of an artist's career. By analyzing these buying behaviors, artists can identify their most committed fans, the better to pamper them.

Setting up an effective bundle requires a bit of strategy. Here are the best practices for maximizing the impact of these offers.

It's vital to capture & direct the entire flow of fans to a bundle offer. To do this, it's essential that tickets are not available elsewhere at the same time. Ideally? Limit pre-sales to a short period of bundle exclusivity, before the general opening.

The same goes for the album: if it's not yet available for pre-order elsewhere, that's even better.

2. Lighten the price of the album by a few pennies

An obvious but effective trick is to offer the album at a slightly lower price than the conventional pre-order price. For example, a vinyl album selling for €25 on the platforms can be offered for €20 in the bundle. The desired effect: the fan feels he's getting a bargain with the few euros he's saved.

During the first 72 hours of the sale, an artist can choose to deactivate the sale of tickets alone, in order to direct his audience towards the bundle (we'll tell you more about this in the next paragraph). Of course, if the fans turn out in force and sales soar, the volume of discs sold can reach record heights.

Disclaimer: this doesn't work on all projects, and it may not be well received by fans of certain artists if no price advantage is offered in exchange.

The artist must promote the announcement on his networks: tease the arrival of the album, explain the contents of the bundle, create a certain FOMO around his offer. And if a single or extract is already available on the platforms, that's even better: it gives a glimpse of what's about to be released, and the desire to click on "buy".

The ideal solution is to offer the bundle in a world designed in the artist's colors. Thanks to a white-label ticketing module, the fan buys from the artist's site, on a platform with the artist's colors: mood, typography, design system... The result: a seamless, coherent experience and a high level of trust. Fans attribute the purchase of the pack to the artist and not to a third party, they want to support him or her, and a personalized path acts as a catalyst.

⚠️ Please note that the rules quoted below are valid in France. They may vary slightly in other countries.

How are records sold on the web certified? To be counted in the Weekly Tops, a strict procedure is imposed on the D2C service providers who manufacture and ship the albums (SNA GZ, Best of Both Worlds, BigWax, Gallery, Le Super Atelier...). Contrary to what you might think, the certification of an album sale is not validated at the time of purchase, but when the record is shipped. Each operator is connected to OCC, the European organization responsible for collecting sales data. This data is then transmitted to the SNEP, which validates sales in France.

To avoid any drift in bundle offers, the SNEP and phonographic producers impose 3 strict rules on ticketing services. Any failure to comply may result in the outright cancellation of certifications.

To avoid the risk of fraud, it is now mandatory for order information to be automatically transferred from the ticketing service to the D2C operator, without any human handling.

For a maximum period of 72 hours, the artist may, if he wishes, deactivate the sale of single tickets and push only a bundle offer. It is imperative to display a message indicating the date and time of availability of single tickets to spectators. At the end of the period, single tickets must be offered. This exclusivity period can only be activated once per album.

A CD or vinyl offered in a pack may not be sold for less than €5. The price of both the ticket and the album must be clearly displayed. What's more, the SNEP certifies no more than 5 albums per order.

The ticket + album bundle is much more than a promo pack: it's a real strategic lever for artists who want to make an impact as soon as their project is released. It connects live and recorded music, helps you better understand your audience and gives a significant boost to your album's visibility.

After analyzing the state of CD and vinyl consumption, we will explore the benefits of bundle offers, strategies & tips for a successful launch, as well as the rules to follow to obtain the coveted sales certifications.

Superfans offer valuable insights to help refine your strategy and successfully carry out your projects. But how do you identify and effectively engage with them?

Superfans - How to identify and engage them through events

Superfans are much more than ordinary fans: they are passionate individuals who are willing to invest generously in everything you create whether it’s tickets, merchandise, or unique experiences. Their commitment goes beyond admiration: they provide stable revenues, amplify your visibility through word-of-mouth, and remain loyal even during challenging times. In return, they offer valuable insights to help refine your strategy and successfully carry out your projects. But how do you identify and effectively engage with them?

1. Identifying Your Superfans Through Ticketing

Spotting your superfans within a large community can be really challenging. Before diving into a “Where’s Waldo?” of fan spotting, it’s essential to understand the different types of your audience. Remember our pyramid from the previous article?

Casual

Your casual audience represents the largest segment of your fanbase. These are individuals who discover you through recommendations, media, or posts but aren’t yet invested in your brand. The goal here is to capture their attention and convert them into an active audience.

Your active audience consists of people who know your work and engage with you regularly. They consume your content and have decided to follow your updates. However, you need to convince them to take a step further and become part of a connected community.

Connected members are fans who identify with your brand and the rest of your community. They interact with one another, provide valuable feedback, and validate your new ideas. It’s within this group that your superfans emerge.

The ultimate fan. The one who wholeheartedly supports their favorite artist or team. The one we write all these articles about and the one who deserves your full commitment to ensure steady revenues and secure the future of your project.

b. Why Ticketing is One of the Best Ways to Identify a Superfan

Ticketing is a powerful tool for identifying superfans through three essential pillars:

1. The Purchase Act: A Significant Financial Commitment

Buying a ticket is far more than just a click or an online interaction. It’s a financial decision that reflects genuine commitment to an event, an artist, or a team. Unlike social media or newsletters, where involvement is often passive, purchasing a ticket demonstrates tangible attachment to your project. Superfans, in particular, do not hesitate to invest in premium seats, bundles, or VIP experiences, showing their deep connection and willingness to actively support their passion.

2. Physical Attendance: A Powerful Emotional Commitment

Attending a live event is no small act: it requires time, planning, and true motivation. These shared moments, filled with intense emotions, create unforgettable memories for participants. For superfans, these experiences are essential to strengthening their bond with their idols or community. Their commitment goes beyond mere financial support, transforming into a truly immersive experience.

3. Valuable Data to Understand Your Audience

When a fan buys a ticket, they share important information with you: name, age, location, email, and sometimes much more.

This data allows you to segment your audience: fans who rush to buy merch, superfans who prioritize premium experiences, or local attendees who prefer nearby events. You can then tailor your messaging across the channels you own. For instance, you could launch an email campaign targeting local participants to inform them about a new date near their area or offer exclusive presales to those who opted for a VIP experience.

By personalizing your communication and offers based on the collected data, you can further engage your fans and strengthen their loyalty in the long term.

Superfans often stand out due to their responsiveness. Look for those who whip out their credit card faster than their shadow and secure their tickets within the first 72 hours of sales. Chances are, these are the superfans you’re looking for.

This quick action reflects a deep attachment to the event, artist, or team they support. It also highlights their fear of missing out on an experience that brings them closer to their idols. This behavior firmly places them among the most dedicated fans.

Bundles, a Winning Strategy to Attract your Superfans

Driven by a strong need for belonging, fans primarily seek to strengthen their connection with their idols. This often translates into significant financial support through the purchase of merch, collector’s items, event tickets, or VIP experiences.

Bundles, which combine tickets with merchandise, are the perfect way to capture this type of profile and their commitment. This purchasing experience allows superfans to extend these fleeting events and keep a cherished memory of them—all while giving you an opportunity to maximize sales.

Opt-in Marketing, the Gateway to a Successful Community Strategy

Checking that small box to receive news or special offers during the purchase process is a clear signal of your fans' intentions. It reflects their desire to stay informed and connected, a key marker of the superfan status. This opt-in then becomes an ideal tool to establish a direct relationship and foster loyalty, ensuring a community with solid foundations and stable revenues. 

With the data collected, for instance, you could send exclusive invitations for special events or product previews, thus creating a sense of exclusivity. For a concert, offering VIP access or pre-sale tickets could be an example. You could also use the data gathered to segment your audience and offer specific rewards. For instance, offering a discount to fans who have attended multiple events.

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Superfans: How to identify them and engage them through events