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TM presale campaign boosts Slipknot album success

Slipknot album reaches number one in three Ticketmaster markets following presale campaign

By Anna Grace on 23 Aug 2019

TM presale campaign boosts Slipknot album success

Slipknot's new album, We Are Not Your Kind, was no. 1 in the UK, Ireland and Italy

Slipknot fans were granted first access to tickets for the band’s upcoming tour after purchasing their new album, in a campaign run by ticketing giant Ticketmaster.

Fans who pre-ordered We Are Not Your Kind received a code which will allow them to access the presale for tickets to Slipknot’s upcoming tour, when they go on sale next week.

The album became Slipknot’s first number one in 18 years in the UK, Ireland and Italy.

“When the heat was on and Slipknot was neck-and-neck with Ed Sheeran for the number one album, that’s when our long-term business partners at Roadrunner Records, Live Nation and Ticketmaster turned up the gas and worked in unison,” comments Cory Brennan of 5Bam Management.

Over 5.4 million fans in Ticketmaster’s twelve markets of the UK, Denmark, the Netherlands, France, Italy, Switzerland, Austria, Sweden, Norway, Finland, Poland and Ireland were eligible to take part in the campaign.

“It’s a commonly used artist presale mechanism and really helps to strengthen the bond between the live and recorded music sectors”

Mark Jansen, senior director of artist services international at Ticketmaster says the company runs “over 100” presale campaigns each year in the UK, and that they are becoming “increasingly popular across Europe”.

“It’s a commonly used artist presale mechanism and really helps to strengthen the bond between the live and recorded music sectors,” explains Jansen.

“As well as coordinating the operational side of getting these tickets on sale, we’re now the go-to when an artist wants to reach their biggest fans ahead of an album and tour launch.”

Ticketmaster has run similar campaigns this year with Liam Gallagher, Vampire Weekend, Friendly Fires, James Arthur, Muse and Lewis Capaldi, with albums by the latter two artists also reaching number one.

Slipknot announced their full European tour yesterday (22 August). Presale opens at 9 a.m. (GMT) on 27 August, powered by Ticketmaster, with general tickets going on sale on 30 August.


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