Stop Trying to Fill Stadiums With the Wrong People

One of the most visible things that the pandemic affected was music concerts. Pre-pandemic, artists would tour the world, filling stadiums with thousands of screaming fans. For fans, going to a concert or music festival was one of the most unique experiences in their lives. 

The death of in-person music concerts forced artists to move online to replicate the magic. Of course, virtual events are miles away from the real thing, but it did allow artists to do one thing better: collect customer data.

Artists can now see who’s tuning in to their concerts, how engaged they are and how often they are coming online. All this data is making it easier for artists to find their superfans and design experiences just for them. 

As it turns out, you may be able to fill a stadium full of people, but the profit is in the exclusive experiences. Buying merchandise, meet-and-greets, and other kinds of upsells are where the best artists make their living. Moving online made it easier to reach out to these superfans and offer them something tailored to them.

If that’s the case, would you prefer to fill a stadium of the wrong people or a room of superfans? The latter will be more profitable, manageable, and perhaps even more enjoyable. Artists are now discovering that they have an option, but other businesses have had the same opportunity for years. So stop trying to fill stadiums and start focusing on filling rooms. 

One more thing before you go! Do you know how to get more insights out of your data? 

All companies are sitting on a goldmine of data that they haven't fully explored. It's not about technology or capturing more data. The key is to learn how to make the most of your current data and convert it into actionable insights. This is the main idea behind my first book, The Data Miage: Why Companies Fail to Actually Use Their Data

I'm excited to announce the release of the book through all major retailers. If you're interested, you can download the first chapter for free using the form below. You'll learn what the best data-driven companies do differently and how to make sure you're playing the right data game.