#012: Launch an event like FUSE – A Timeline

FUSE is one of my favourite brands in the electronic music scene.

Earlier this year, FUSE announced its first open-air event in their home city. The event sold out in a record-breaking 52 minutes.

Blueprint #012 is a timeline of posts from FUSE’s Instagram account showing you the posts and buzzwords you need to use to launch your event.

Disclaimer: This timeline is organic content only and does not feature a breakdown of their paid ad campaign.

Remember, the blueprint to success is right in front of you. You just have to look in the right places.

THE TIMELINE

11 MARCH – “WE’RE READY TO RAVE”

FUSE teased fans that something big was coming with a post a few weeks after Boris Johnson revealed the road map for events and nightclubs to return.


19 MARCH – “IT’S TIME TO RESET. REUNITE. RETURN.”

FUSE love a promo video.

In typical FUSE style, the video showcases London most famous landmarks before glitching into club footage of Enzo Siragusa in amongst the rave.

This time the footage of the city paints London as a ghost town, a recording of a London news reporter announces the Prime Minister has placed London, England and the United Kingdom into a drastic lockdown due to the spreading of Covid-19.

The words ‘It’s time to reset. It’s time to reunite. It’s time to return’ flash across the screen before a warped FUSE bassline kicks in.

The buzzwords continue to flash across the screen.

  • Our biggest date yet
  • Open-air
  • Sunday 5 September
  • East London Location
  • Sign-up for priority access tickets
  • Line-up coming soon

The call to action is the announcement of a sign-up process for fans to sign-up for priority tickets.

Tickets go on sale at 11 am on Monday 29 March. Ten days later.


💡 SOCIALLY SOUND TIP 💡

Get your promo video done in two sizes – one for feed and one for Instagram Stories.

You can see the video on the OPEN-AIR highlight icon on the FUSE Instagram account.


21 MARCH – THE COMPETITION

The best way to increase the awareness of your event and to encourage sign-ups is a competition.

FUSE encouraged fans to “like this post, share to your story and tag three mates who you can’t wait to rave with”. To add that extra bit of engagement, FUSE encouraged unlimited entries “the more you tag, the higher your chance of winning.”

The competition post has 4,750 comments. The original announcement has 264 – an increase in engagement of 1,699%.


24 MARCH – LINE UP PHASE ONE ANNOUNCEMENT

With over 12,000 sign-ups already, FUSE announces the trio of Dan Ghencia, Dyed Soundorom and Shonky will join label-boss Enzo Siragusa at the event.


26 MARCH – 15,000 SIGN UPS

FUSE confirm Dan, Dyed and Shonky will play a three-hour set. 

The capacity of the event is 7,000 people.

Tickets go on sale in three days.


27 MARCH – OPEN-AIR LOCATION ANNOUNCED

After teasing an open-air location in the original promo video, the location of the event is announced two days before the tickets go on sale.


MARCH 29 – SOLD OUT

FUSE announces the event has sold out in a record-breaking 52 minutes.

Opportunity leads to opportunity.

They use the sell-out event announcement to tease their 13th Birthday event.


MAY 10 – FULL LINE-UP ANNOUNCEMENT

With the event sold out, the full line-up is released six weeks later.


WHAT’S NEXT?

You know what FUSE love more than a promo video?

An afterparty.

Let’s see if they announce one.

See you front left on Sunday 5th September.

Andrew at Socially Sound 🔊


SUPPORT

Thanks for reading. If you’d enjoyed the story, I’d appreciate it if you joined the email list. I share a new case study, like this one, each week.

Read previous editions of The Blueprint below:

#011: Create engaging studio content like Fabe

#010: Create personal content like Sorley

#009: Market your music like London Grammar

#008: Share your mix like Ida

Related Articles

Responses

Your email address will not be published. Required fields are marked *

Subscribe to the Socially Sound Blueprint