From FOMO to Sold-Out: How Smart Marketing Actually Moves Tickets
What does it actually take to move more tickets, and can AI give live music marketers more time to focus on the work that matters?
In this episode of the Live Music Industry Podcast, Matt Ford sits down with Geoff Shames, Co-Founder of Crowd Control Digital, to talk about the realities of marketing live events today. They dig into what separates great marketers from teams simply checking boxes, how data and creativity work together to drive ticket sales, and where AI is already changing the game.
They also explore how buying behavior differs across artists, genres, and markets, and why understanding when fans are likely to buy can be just as important as how you market to them.
In this episode:
- What the best live event marketers do differently
- How to create FOMO and demand for a show
- Why there’s no one-size-fits-all playbook for selling tickets
- How AI can take repetitive work off marketers’ plates
- Using data to make smarter marketing decisions
- How fan-generated content can help sell the live experience
- Why Geoff built Tour Control to help teams spot soft shows earlier and take action
Plus, Geoff shares his vision for a future where AI handles more of the busywork, giving marketers more time to experiment, think creatively, and build better experiences for fans.
