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In this week’s edition:

• Maggie Rogers in person presale.

• Coachella and Fortnite team up.

• 10 AI Tools to create album art.

Love On Tour: A Viral Success

Harry Styles' recent visit to Australia was an undeniable spectacle, and while the media coverage and promotional materials from the tour were noteworthy, it was the fans who truly stole the show.

Fans’ passion and dedication were on full display in the form of user-generated content, with videos under the hashtags #AUSLOT and #AUSLOT2023 collectively amassing an impressive 314 million views on TikTok.

Fashion Frenzy

Apart from Styles’ music, fashion was another key contributor to Love On Tour’s culture. The shows had an unofficial dress code that reflected the UK pop star’s own style. Fans in attendance donned feather boas, bold colours, and fruit-themed outfits.

Stores across the country reported selling out of feather boas ahead of the shows. The Love On Tour dress code inspired fans to take to TikTok and Instagram to showcase their outfits, leading to a huge spike in user-generated content.

Harry's Onstage Fan Interactions

What's more, Styles’ onstage fan interactions made for some unforgettable moments.

He received a psychic reading, encouraged a marriage proposal and announced the gender of a punter’s unborn child, all during the Australian leg of the tour.

These moments were captured by his fans and shared to social media, where they went viral. This allowed fans who were yet to attend to get a sneak peek at what they could expect from future concerts.

Supercharged Social Media Fans

Given that many of the fans who posted content from the Love On Tour shows are active social media consumers and creators, it's no surprise that the concerts became the subject of plenty of online content.

This engaged audience, who are largely part of TikTok and Instagram's most active demographic, helped reinforce the Love On Tour culture and shared content that acted as free advertising for the event. Thanks to that content, the Love On Tour event has left a lasting digital footprint.

Harry Styles' concerts serve as a prime example of how fan engagement and user-generated content can be leveraged as a viral marketing tool.

For marketing professionals in the music industry, understanding the power of such content and the importance of building an engaged audience should be a key consideration in their marketing strategies.

In Other Marketing News

Hold My Spot: Last week Maggie Rogers announced her upcoming Summer of 23 Tour with an “old school” twist on ticket sales.

Rogers, who had been thinking about ways to combat bots and reduce fees, decided to offer fans an alternative option by going back in time with an in-person box office pre-sale. Remember those?

For one day only, fans could purchase tickets at their local box office without the hassle of bots or crashing websites. The presale included exclusive merchandise and a special playlist that Rogers curated herself.

Rogers even made an appearance at the Music Hall of Williamsburg to sell tickets for the Forest Hills show.

Check out Rogers' Instagram post for more information on how the pre-sale worked in different cities.

Sing along with YouTube Music: YouTube Music just dropped a new feature that's got us humming along.

The streaming platform now offers real-time lyrics for select songs on its mobile app. As the tune plays, the lyrics will highlight in sync, making it easier for you to belt out those high notes. The feature is available on both iOS and Android.

Reddit sleuths were the first to spot this new feature. The feature is similar to that of Spotify and Apple Music who have already been giving us the their own real-time lyric displays.

Coachella Returns to Fortnite: Coachella is bringing the heat to Fortnite with the launch of Coachella Island, a virtual music and art destination built by Alliance Studios.

The island features replicas of Coachella art installations and is "music-reactive," boasting tunes from music icons like Bad Bunny, Burna Boy, and Porter Robinson.

Players will also have the opportunity to participate in games, explore the park, and purchase items from the merch tent.

In-game music experience is a rapidly growing trend in the gaming industry, with Fortnite being a key player in this space.

Get creative with AI: 10 album art tools to try: Creating album artwork is important, but it can be challenging to find the right visuals that perfectly capture your sound. Luckily, there are many AI tools available to help you create eye-catching and unique album artwork.

Ditto Music have come up with this awesome list that is worth checking out.

While AI tools are revolutionizing the process, personal preference and taste should always be considered.

Statistically Speaking

Did Taylor Swift's breakup rumors with her longtime boyfriend, Joe Alwyn, lead to a spike in streams for some of her songs, including "Cornelia Street”?

Fans have revisited the song, believed to be about Alwyn, resulting in increased streaming since the reports emerged on April 8.

ICYMI

Catch up on our recent stories:

• The Decline of Music Premieres: How We Got Here and What are the Alternatives?

• The Secret Sauce of JVKE's TikTok Success

• Funny Business: Marketing Artist's Humorous Sides

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Lead Writer - Olivia Gliku
Publisher - Nick Lynagh

Promoed is created and published by Habit Music Pty Ltd.

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