Turning fan energy into tour momentum.
A case study in product strategy, go-to-market design, and artist-led community activation for Turn Up Tour and AKTHESAVIOR’s Europe 2026 campaign.
30M+
Streams
133K+
Monthly listeners
Weekly
Content cadence
Europe 2026
Campaign
Product
Turn Up Tour
Artist campaign
AKTHESAVIOR Europe 2026
Core mechanic
Fans choose the city they would attend
Engagement
Fan points, invites, Savior Sunday livestreams
Conversion
Email updates, city selection, refundable reservation
The problem
Touring is expensive. Fan intent is usually invisible.
Artists often know where listeners stream from, but streaming data does not always prove who will buy, travel, invite friends, or show up. Turn Up Tour solves this by turning demand into action before the route is finalized.
The product idea
Let the fans reveal the route.
Turn Up Tour gives fans a clear action: pick your city, back your city, share your link, earn points, and help unlock the tour.
Funnel
The engagement loop
Seven mechanics that turn passive listeners into active participants.
City demand
Fans pick the city they'd actually attend, producing real intent data before venues are booked.
Email capture
Subscription and reservation flows capture fan contact info for direct campaign communication.
Refund-protected reservation
Early commitment with refund protection removes purchase anxiety and increases conversion.
Weekly livestreams
Savior Sunday keeps the campaign alive with weekly freestyle drops and community interaction.
Fan points
Check-ins, shares, invites, and city support earn points that unlock rewards.
Invite rewards
Fans earn by bringing others in, turning the audience into a distribution channel.
VIP & merch eligibility
Points unlock meet-and-greet consideration, signed drops, giveaways, and VIP upgrades.
Go-to-market strategy
A campaign built to move before the tour is announced.
Album rollout creates recurring attention
Blue in the Face and the broader album campaign give fans regular reasons to return and engage.
Savior Sunday builds weekly habit
Weekly freestyle livestreams keep the campaign top of mind and create shareable moments.
City selection produces market signals
Every city pick is a data point for routing, marketing, and promoter conversations.
Fan points drive repeat engagement
Points for check-ins, shares, and invites create ongoing participation beyond the initial click.
Refund protection lowers purchase anxiety
The refund guarantee turns a risky early commitment into a low-friction decision.
Connected ecosystem keeps fans close
Social, streaming, and campaign links in one place make it easy to follow the journey.
Brand & positioning
From ticket sales to shared ownership.
Before
“Buy a ticket when dates are announced.”
After
“Help bring the artist to your city.”
This is the key branding insight. The product turns the fan into a participant in the outcome — not just a purchaser of access.
Unique strengths
Feature showcase
Everything the product does.
City Picker
Fans select Europe or United States, then choose or request a city. Direct demand signal per market.
Reservation Flow
Three-step funnel: City, Interest, Reserve. Turns casual curiosity into qualified, refundable intent.
Fan Pass
Login-based fan access for presale, rewards, and campaign engagement. Central fan identity.
Fan Points
Reward layer for check-ins, shares, invites, and city support. Gamifies participation.
Artist Hub
Spotify, YouTube, Instagram, X, and campaign links in one connected ecosystem.
Refund Protection
Trust mechanism for early commitment. If a city doesn't activate, the reservation is refunded.
Operator Dashboard
Admin layer for campaign management, data export, city demand tracking, and fan analytics.
My role
Where I added value.
I helped shape Turn Up Tour as a fan-powered growth engine for artists: part tour-routing tool, part campaign hub, part community activation system. The work connected product strategy, brand positioning, fan psychology, and go-to-market execution into a product that makes live demand visible before the tour is locked.
Product thinking
Shaped the campaign around fan intent instead of passive browsing. Every mechanic serves a conversion goal.
UX strategy
Created a simple, clear path from interest to action — city select, reserve, share, earn.
Brand language
Sharpened the emotional invitation: fans decide where the tour goes, not just where tickets are sold.
GTM architecture
Connected livestream content, city demand capture, email collection, and fan rewards into one system.
Commercial framing
Positioned the product as useful to artists, managers, promoters, and booking teams — not just fans.
Community design
Made participation feel meaningful through points, rewards, city momentum, and shared ownership.
Use cases
One product, many applications.
Turn Up Tour extends beyond a single campaign. The same engine powers different outcomes across the music ecosystem.
Live signals
Designed to measure.
Every interaction in the product produces useful data for routing, marketing, segmentation, and launch planning. Real-time metrics from the live campaign.
City selections
Live
Email signups
Active
Reservation conversion
Tracking
Referral shares
Live
Fan pass activations
Active
Top cities by demand
Real-time
Artist ecosystem
Connected across every channel.
See it live
See how fan demand becomes a tour strategy.
Built as a live example of how product strategy, positioning, and community mechanics can turn audience energy into measurable demand.