Connecting with Australia's most passionate music fans
Tapping into audience potential
Face to Face Touring, a joint venture with Live Nation, is one of Australia's leading concert and festival promoters with an exciting and ever-evolving calendar of events.
Their events are some of the most iconic in the country — festivals like Castaway, Red Hot Summer, SummerSalt, ByTheC, and Lookout that define Australia's live music landscape.
With hundreds of thousands of fans across multiple audiences, each with unique musical tastes and preferences, Face to Face Touring had built an extensive customer database. But their existing CRM infrastructure was outdated, failing to deliver the targeted communications needed to connect with their diverse fanbase effectively.
Face to Face operates in a high-pressure, fast-moving environment where tight turnarounds and rapid decision-making are the norm. They needed a CRM solution that could match their pace while leveraging Live Nation's global platform capabilities.
Upstairs rolled up our sleeves to analyse the promoter's entire digital infrastructure, identifying opportunities to make their fan communications more targeted, timely, and impactful.
By the numbers
Increased response by 30%. Through an omnichannel strategy and targeted audience segmentation, we boosted response rates by 30%, improving campaign performance.
Boosted CTR by 36%. Strategic SMS timing and precise audience targeting increased click-through rates from 21% to 57%, representing a 36% improvement in engagement.
Increased productivity. Significantly reduced administrative hours, minimised errors, and ensured consistent compliance through consolidating websites and CMS.
Building an intelligent fan engagement platform
CRM optimisation & data integration
We analysed Face to Face Touring's existing CRM system and ticket sales data feeds. Working with multiple data sources, including S3 buckets and Databricks, we consolidated all customer touchpoints into a single, standardised format, creating a unified view of each fan's journey across events, preferences, and engagement history.
Advanced audience segmentation
With clean, consolidated data in place, we segmented the audience to enable Face to Face to deliver highly personalised SMS and email campaigns built around fan preferences, purchase history, geographic location, and engagement patterns. The segmentation ensured communications connect directly with what matters most to each audience segment.
Migration to Braze
We partnered with Face to Face to transition them onto Live Nation's enterprise CRM platform, Braze — a powerful omnichannel automation system. The platform learns which communication channels each fan responds to best, automatically optimising the mix of email, push notifications, and in-app messaging to maximise engagement.
Integrated CMS & content personalisation
We implemented a headless CMS that powers Face to Face Touring's parent website and five event-specific microsites. Fully integrated with the CRM, this system enables dynamic content delivery and targeted in-app messaging, ensuring fans receive artist news and event updates tailored to their specific interests and purchase history.
Performance insights
By consolidating data from multiple sources into a single reporting framework, we now provide Face to Face with meaningful insights that directly inform campaign strategy and performance optimisation across all their national tours and festivals.
An embedded partnership driving continuous innovation
Upstairs has become an extension of Face to Face's internal team. Our partnership is built on collaboration, agility, and shared passion for connecting artists with their fans.
As Face to Face Touring continues to shape Australia's live music landscape, we're excited to play our part in what's next — whether that's expanding into new markets, launching innovative fan experiences, or leveraging emerging technologies.
The best part of our partnership? We get access to Face to Face's incredible events — a perk that keeps us directly connected to their audience and constantly inspired by the impact of live music.
