The pop band dominated the airwaves and charts alike, establishing themselves as one of the most successful groups of the late 20th century and a national institution in the process. Thanks to smash hit singles like techno line dancing song “5, 6, 7, 8” and ballads “One for Sorrow” and “Deeper Shade of Blue”, Steps won legions of fans and awards, sold millions of records and entertained audiences all over the world.
Two decades later and enthusiasm for Steps is as strong as ever. After a hiatus the group announced in January 2017 that they were reuniting for a new album and nationwide tour to celebrate their 20th anniversary. The band and their team broke the news of a huge UK arena tour. Label partner Absolute Music Services and promoter AEG worked with Ticketmaster Artist Services to sell the group’s fifth studio album “Tears on the Dancefloor” alongside tickets for the 22-date tour.
Fans were presented with a ticket plus album bundle as soon as the fan club and Ticketmaster presales went live. Fans also had the option to add additional copies of the album to their order before completing their purchase – because one is never enough! Ticketmaster finally drove customers back to the band’s official store for more Steps offers via a link in all confirmation emails. All purchasers were automatically added to the band’s database for future remarketing.
The fan club and Ticketmaster presales were an instant sellout and thousands of Steps fans opted to include a copy of the album with their ticket order. To find out how you can successfully bundle music with your ticketing campaign, contact [email protected].
Steps’ album “Tears on the Dancefloor” is out now. Watch the video for new single “Scared of the Dark” here.
