The BIG Ticket: Drake's Tour Isn't Selling in Australia...
Wednesday, February 5th, 2025
Hi!
I know about the Drake feuds due to my son.
He keeps me hip.
I have not heard anything about his music in a bit—only his beefs.
So, when I saw that his tour wasn’t selling well in Australia, I figured we should ask ourselves why.
Since 2023, he’s released a few singles, but there isn’t a big album push to drive attention.
While he gets over 76M monthly listeners on Spotify, this might be an instance of passive listening.
Something we talked about with Tyler the Creator’s marketing strategy.
The overplayed “demand” strategy.
People aren’t stupid.
You can’t just say you have huge “demand”.
People will know.
Add a second show into the mix of lower demand and you have a show that won’t sell.
You have to build demand.
As a musician, you do it:
Music
Community
Consistency
From the looks of things, Drake’s beefs have interfered with that mix.
Plus, the fact that so many hip hop fans seem to have sided with Kendrick in their ongoing feud probably isn’t helping.
Add the perception of Kendrick winning their feud with slow sales and you have a show or shows that will struggle to sell.
Forget the cost of living issues, the number of other things going on in Australia, and other factors.
Lessons for you:
Be relevant. You need to stay close to the fans.
Be consistent. You have to show up…regularly.
Make sure you show up the way you want to show up. Cool is something that can disappear as fast as it arrives.
Don’t see an option you like here, hit reply and tell me what you’d like.
DW
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