In today’s competitive live event space, selling tickets isn’t just about marketing your venue—it’s about leveraging the power of the artists you book. When venues, promoters, and artists work together to build buzz, it creates a win-win scenario: fans feel connected, artists expand their reach, and tickets sell!

Why Collaboration Matters

Fans connect most deeply with artists, not venues. If your promotional efforts rely solely on your own brand, you’re missing out on the influence artists have with their followers. By collaborating with artists, you can tap into their networks to drive awareness, build trust, and ultimately sell more tickets.

As Brian Bauer, President of Bauer Marketing, said during our November 2024 webinar:
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"The day and age of ‘the promoter’s going to sell the room and the artist is just going to play’ is over. It has to be collaborative for this to work out."

5 Ways to Work with Artists for Better Ticket Sales

1. Use Dark Ads for Authenticity

Dark ads—social media ads served from an artist’s page instead of your venue’s—can make a huge impact. Fans are more likely to engage with content that appears to come directly from the artist.

Pro Tip: Make it part of your booking process to request advertising access to artists’ social media accounts. As Brian Bauer shared, this strategy can deliver a 49% lift in ticket sales.

2. Collaborate on Exclusive Offers

Create ticket bundles that include artist-branded merch or limited experiences, like a meet-and-greet or early access to the venue. Not only does this boost perceived value, but it also taps into fan FOMO with scarcity-based offers.

3. Share the Data for Mutual Growth

While data-sharing between venues and artists has traditionally been contentious, it’s a missed opportunity to collaborate. Work with artists to run joint campaigns that benefit both parties. For example, artists can share fan data from their mailing lists, and you can share insights about local attendees. Together, you’ll gain a fuller picture of your audience.

4. Make Co-Branded Content a Priority

Artists often have large followings, but they don’t always post about their shows consistently. Ensure they’re set up for success by providing:

• Pre-made graphics tailored to their style.
• Captions with key details.
• Co-hosted Facebook events for better reach.

When the artist’s followers see consistent posts about your event, they’re more likely to convert.

5. Encourage Artist Engagement with Fans

Small gestures, like personalized shoutouts or quick videos promoting the show, can go a long way. Fans love feeling like the artist is speaking directly to them. Provide easy scripts or ideas to encourage artists to engage with their audience about the event.

Build Together

The days of “the promoter sells the tickets” are gone. Success in 2025 and beyond requires teamwork between venues, artists, and their teams. Ready to take your event marketing to the next level? Start building artist partnerships that make every show a sell-out.