Velvet Is Now Free for Touring Artists and Creators

We built Velvet because we needed it ourselves.

While planning a tour, we wanted to run a lead generation campaign before the announcement—prime the pump, get fans excited, and capture demand data that could inform routing decisions. We reached out to one of the major CRM platforms in the entertainment industry. Their answer: sign up for a year. The cost was prohibitive for a single tour cycle.

So we built our own.

What Velvet Does

Velvet is a fan discovery and presale registration platform. It helps touring artists and creators answer two fundamental questions: where are my fans, and how do I reach them directly?

The platform supports two primary use cases:

Long-lead fan discovery. Artists share their Velvet page across social channels and other touchpoints. Fans sign up to be first in line for tickets. Since social platforms increasingly charge artists to reach their own audiences, this creates a direct line to fans that doesn't require paying for access when announcements come.

We collect basic information including location, then visualize demand through heat maps. This data can inform routing and booking decisions—where to add a second show, which markets to prioritize, where unexpected pockets of demand exist.

Pre-announcement lead generation. In the weeks before a tour announcement, artists typically can't publicize it on their main channels without scooping themselves. Velvet enables targeted campaigns in tour markets only—a quiet Meta campaign saying something like "news may be coming soon, don't miss early presale access." This captures high-intent fans before the public announcement hits.

If there's an existing long-lead campaign, you can reach those fans directly. If you're starting fresh with a pre-announcement campaign, the targeted approach builds a list without tipping off the broader public.

The Results

Our pilot campaigns have averaged 60x return on ad spend, a staggering result. A modest investment in targeted ads generates significant ticket revenue when those fans convert through presale access.

Data Ownership

Artists own their data. Full stop.

Why Free for Artists

Every artist deserves tools to find and connect with their fans as directly as possible, without middlemen charging them for the privilege. The artist-fan connection is what makes any of this matter—the tours, the tickets, the industry itself all flow from it. Opening Velvet up to creators at no cost is our way of remembering that.

For Promoters

When an artist isn't already on Velvet, promoters can run campaigns to find fans in tour markets before tickets go on sale. This ensures that real fans get early access even when the artist hasn't built their list yet. Promoters pay for these campaigns—that's what keeps Velvet free for artists.

Get Started

If you're a touring artist, manager, or creator interested in getting started with Velvet, get in touch with us via our contact form or directly at [email protected].

We'll handle the setup, customize the campaign to your needs, and get you live quickly. No contracts, no annual commitments.