Concert and tour marketing that sells every date.
Every date sold, not just the first one. A tour is twenty separate on-sales running at once. NYBA forecasts demand for every show, launches the campaigns and moves budget to the dates that need it, while the headline nights sell themselves.
The announce goes out, the first night in the capital sells out in an hour and the dashboard looks great. Three weeks later the Tuesday in a secondary market is at 40 percent and nobody saw it coming, because the campaigns were reporting on the tour, not on the date.
One tour, many markets
Every city has its own demand curve. Capital cities move early and loud. Secondary markets move late and quiet. Midweek dates need a different audience than Saturdays, and a second show added on demand has to sell without eating into the first one.
Platform dashboards average all of that away. They show one cost per purchase for the whole tour and keep spending where conversions are cheapest, which is usually where tickets would have sold anyway.
How NYBA runs a tour
1. Forecast every show
NYBA reads live sales from the ticketing systems you already use and forecasts each date against its capacity. You see which shows will sell out on their own and which need support, weeks before it shows up in the box office report.
2. Launch and scale automatically
Campaigns go live across Meta, Google, TikTok and YouTube per market, with creative and audiences matched to the date. When a show pulls ahead, spend steps back. When a date falls behind its curve, spend steps in.
3. Protect the on-sale and the long tail
The first 72 hours decide the shape of most tours. NYBA concentrates budget where the announce creates demand, then shifts to retargeting, lookalike audiences and local reach for the dates that sell over months.
What your team sees
One view per tour, one line per date. No platform-reported purchases, only tickets the box office has actually sold.
Built for the people who route the tour
Promoters, tour marketers and ticketing teams use NYBA to run national and international tours, from arena runs to club tours. Live Nation, Cirque du Soleil and more than 100 promoters worldwide work with the platform, with the NYBA expert layer on hand for launch strategy and creative.
Case: Adele in Munich
In 2024, Adele played ten shows in a purpose-built pop-up arena in Munich, with up to 80,000 fans per night. The run sold 730,000 tickets through data-driven campaigns across every major channel, and every show sold out. On a run like this, a single soft night costs as much as a full show, which is why NYBA forecasts and funds each date on its own.
The roster of tours and concerts NYBA has marketed also includes Coldplay, The Weeknd, Helene Fischer, Metallica, Linkin Park, Harry Styles, Oasis and Karol G, from stadium runs to arena tours.
Concert and tour marketing: questions promoters ask
How does NYBA market a concert tour?
NYBA connects to your ticketing, forecasts every date against its capacity and launches campaigns per market on Meta, Google, TikTok and YouTube. Budget then moves automatically between dates: away from shows that are pulling ahead, towards shows that fall behind their expected curve.
Can NYBA move budget between tour dates automatically?
Yes. Each show has its own forecast and its own budget line. When a date runs ahead of its curve, spend steps back. When a date in a secondary market or a midweek slot falls behind, spend steps in, weeks before it would show up in a box office report.
Which ticketing systems does NYBA work with?
NYBA works with Ticketmaster, Eventim, See Tickets, DICE, vivenu, Eventbrite and more than 20 other systems, including market-specific platforms and own shops. Sales are read directly from the ticketing system, so every decision is based on tickets actually sold.
Is NYBA a concert marketing agency?
No. NYBA is a software platform: NYBA OS, the revenue operating system for live entertainment. Campaigns are booked inside the platform, go live automatically and are optimised continuously on data from more than 75 million tickets sold. The NYBA expert layer supports launch strategy and creative.