01 · Booking
Line-ups built on scene overlap rather than follower counts, so each bill sold to an audience that genuinely shared taste across the acts.
All case studies
Skyline Live — Skyline Sessions · 2025
Filling four nights at a venue with no audience
Launch a four-night outdoor concert series at a new venue and sell it out on a modest budget.
My role
Promoter, line-up curator and marketing lead, working directly with the venue's production manager.
01 · The objective
Launch a four-night outdoor concert series at a new venue and sell it out on a modest budget.
02 · The challenge
No ticket history, no mailing list, no scene association, eight weeks of runway and a paid-media budget that would not survive a broad campaign.
03 · What I did
02 · Marketing
Organic first: snippets and artist-led announcements ran for ten days before a penny of paid spend. Paid budget then went only to the neighbourhoods early buyers came from.
03 · Content
One flyer system, three repeatable video formats, per-artist cut-downs delivered to each act so their own channels did the heavy lifting.
04 · Print
Street placement in four target neighbourhoods, mapped from first-week ticket postcodes.
04 · The result
- 6,400
- Tickets sold
- 4 of 4
- Sell-outs
- £1.12
- Paid cost per ticket
- Season two
- Series renewed
- The final two nights sold out before any paid spend went live.
- Renewed at a larger capacity for a second season.
- Three acts from the bills returned to the city as headliners.
05 · Proof
“Four nights, four sell-outs, on a calendar that was empty in May. He booked to the audience, not to the ego.”
Want a result like this one?