On 31 August 2017, after an incredible performance at Reading & Leeds Festivals, the former Beady Eye and Oasis frontman announced an extensive live tour of the UK before the end of 2017.

Exclusive 48-hour presale access to tickets was granted to fans who pre-ordered their copy of Liam’s forthcoming debut solo record As You Were from his official store. The album will be released on 6 October 2017 and features the singles Wall of Glass and For What It’s Worth.

Liam, his management team UROK and Debbie Gwyther, promoter Live Nation, talent agency CODA and label Warner Music Group, all worked extensively with Ticketmaster’s Artist Services team to ensure the mechanic was clear to fans via all communication channels; the promotion was heavily marketed across Ticketmaster and Live Nation’s estate ahead of the tour on sale, featuring a dedicated eshot to hundreds of thousands of past purchasers and high-profile pieces on both Ticketmaster and sister company TicketWeb’s fan-facing blogs.

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As well as building the hidden, passcoded events and managing communications, Ticketmaster Artist Services created a device-optimised landing page containing all available dates to help fans secure their desired tickets.

Album pre-orders more than tripled in the run into the tour announcement. An exceptionally high-demand onsale followed with tens of thousands of fans of the singer-songwriter securing tickets to the UK arena shows in a matter of minutes. A subsequent Newcastle date was added, with demand proving rabid across all the venues.

As You Were is available on Friday 6 October 2017, and you can order your copy at the official store here.

Liam Gallagher toured the UK starting at the end of October. The full dates were:

  • 30 October – Ulster Hall, Belfast
  • 1 November – Metro Radio Arena, Newcastle
  • 3 December – First Direct Arena, Leeds
  • 4 December – The SSE Hydro, Glasgow
  • 6 December – Pavilions, Plymouth
  • 7 December – Alexandra Palace, London
  • 10 December – Motorpoint Arena, Nottingham
  • 12 December – Birmingham Arena, Birmingham
  • 13 December – Motorpoint Arena, Cardiff
  • 15 December – Brighton Centre, Brighton
  • 16 December – Manchester Arena, Manchester

To find out how you can work with Ticketmaster Artist Services to manage your artist presale and effectively integrate recorded music, charity donation or merchandise sales with popular live events, contact artistservices@ticketmaster.co.uk.

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