Pop sensation Zayn Malik kicked off his “Stairway to the Sky” tour, his initial solo concert series since departing One Direction back in 2015, across the U.S. starting in October and wrapping up in March. To keep his most devoted fans thrilled, he introduced unique strategies like a special “Zayn VIP Pass.
The musician’s manager, along with UTA Music’s team, employed Fan3 ticketing technology and unique fan-focused events to cater exclusively to Zayn’s fans, thereby thwarting the actions of online ticket resellers.
Fan3, led by CEO Ross Taylor, is a platform for fan communities, which they refer to as their mission: “Fandom, Data, Anti-Fraud.” This platform aims to establish a fresh entertainment ecosystem that appreciates both the creators and the enthusiasts who cherish it.
Zayn and his teams at UTA and ZenKai Management adopted a method similar to a dedicated fan club, utilizing Fan3’s advanced platform to simplify access to pre-sale tickets and enhance the experience for superfans as they approach the live performances.
Fans who were part of Zayn’s VIP group got special privileges ahead of other fans, like early ticket access, premium benefits, and a closer relationship with the artist. This helped build anticipation for his return to the music scene. Interestingly, for the first time in a tour, technology was used to provide these superfans with immediate ticket access through mobile wallet passes, according to Zayn’s team.
Moreover, Fan3 enabled Zayn’s supporters’ information to be gathered as primary fan data, offering a chance for his team to craft unique experiences specifically for them in innovative manners.
Fan3 fortified the security measures of Ticketmaster, AXS, and Eventim to shield them from ticket resellers on external platforms.
Through a groundbreaking alliance between Zayn and Fan3, remarkable outcomes were achieved that extended beyond the successful sale-out of 22 venues in the U.S., U.K., and Mexico. To illustrate, an astounding 78,291 tickets were snapped up during the VIP Key pre-sale alone, with fans from a staggering 211 countries claiming a total of 343,377 VIP Keys, as reported by The Hollywood Reporter. Furthermore, a mere 2.5% of the tickets sold were detected on secondary ticket platforms, suggesting a minimal involvement of ticket resale sites.
Zayn aimed to make this tour unique, focusing on a more intimate, purposeful, and fan-centric experience,” shared Nicola Carson from ZenKai Management with THR. “We identified an opportunity that matched our vision: creating a fan club atmosphere without requiring payment. The goal was to eliminate distractions and foster a stronger, direct relationship. Securing the limited tickets for the fans was crucial.
Eddie Clemens, chief of tour marketing at UTA, stated: “Zayn x Fan3 have established a new benchmark in the art of employing technology to draw fans nearer to their beloved artists, all while ensuring they secure tickets directly and avoiding the resale market.
Taylor praises Zayn for prioritizing his fans and utilizing innovative technology to combat a significant issue within the music industry – providing authentic tickets to real fans. He characterizes the outcome of their collaboration as advantageous for both the fans and the artist, stating that Fan3 enabled Zayn to control and possess his data while guaranteeing that the tickets reach the individuals who hold genuine importance: no bots, no scalpers, no fraud.
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2025-05-05 11:28