TourDiaries.
A debut tour told by the fans in each city, cut overnight and posted before the next show.
The challenge
After Night Shift, Atlas had a breakout artist and a first headline tour of four cities to sell, with almost no time between announcement and the opening night.
The idea
Let the fans make the tour film. In every city we recruited a small fan crew who filmed the queue, the show and the night after. Our editors cut it overnight on the tour bus and it went up before the doors opened in the next city.
What we made.
A fan-crew casting in each city, with a red crew lanyard as the only brief. Four overnight edits on the tour bus. Short diaries for the artist's own channels. A ticket drop for each next city timed to the diary going live.
- Fan-crew casting
- Four overnight edits
- Artist diaries
- Timed ticket drops
- Tour recap film
Made for the feed.
Cut vertical first, for the platforms where Atlas Records actually gets watched.
- TikTokTikTok · 2.8M views
- ReelsReels · 1.5M views
- TikTokTikTok · 990k views
The result
The diaries were watched 12 million times across four cities and every date sold out, two of them within an hour of the diary dropping. Monthly listeners rose 58% during the tour.
“The fans told the story better than we could have, and faster.”
