For the past 2 months, Chris Brown has been on his 11:11 North American tour in support of his most recent album, also titled “11:11”. If you’re on social media, you’ve probably seen conversation around the cost of the tour’s meet & greets and some of the funny content that has stemmed from his interactions with fans.

Outside of those meet & greets, Chris Brown implemented a bunch of strategies to turn the tour into an experience and a memorable moment for his fans.

This newsletter highlights:

• How Chris Brown turned one of the biggest tours of the summer into an experience

Let’s dive in ⬇️

It’s worth noting the tour itself is a big one in terms of audience size - Chris Brown is playing stadiums (for example Barclays Center in Brooklyn which is 19,000 capacity).

1) Meet & greets

The tour kicked off in early June with a ton of social media coverage around the meet & greets - with a $1,000 price point to meet him and take a photo, many took to social media to share their feelings of whether they thought it was worth it or not.

A bunch of content also went viral of Chris Brown interacting with his fans, with lots of funny pictures emerging from each night’s meet & greet.

Chris Brown leaned into the humor, reposting skits from influencers making jokes about the situation.

2) Tour Trivia

Chris Brown and his tour crew also created original content to engage with fans and personalize the experience. Here’s an example of them playing “would you rather?”

It’s rare for fans to be able to get a glimpse of an artist of Chris Brown’s stardom interacting with his crew offstage and seeing the dynamic and comradry they have. It helps fans feel more connected and endeared to the crew themselves and more likely to want to check out a show.

Here’s another video of Chris Brown and his crew describing their new tour stage.

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It’s a dope behind the scenes moment that helps strengthen the connection between artist and fan while also building hype for the tour.

3) Behind the Scenes

Just as rare as it is to see a superstar artist interact with their tour crew, it’s equally as rare to see what goes down behind the scenes on tour when they’re not performing.

Chris Brown made it a point to show glimpses of what happens on the road, for example posting videos of him and his team go-karting within the arena to Mario Kart music.

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This behind the scenes content is another dope personal touch and also shows a different side of the artist to his fanbase.

4) Performance and Production

What good is all of this content if the show itself isn’t up to par? I haven’t personally attended but based on the feedback on social media, the stage production was next level and Chris Brown put on a hell of a show.

Having a strong live show is a skill that takes a long time to master - some artists make incredible music but their live show doesn’t always reflect the same elevation. Chris Brown looks like he had both on this tour.

5) Performance Content

I know, I know…this one is pretty basic but it’s still important. In addition to behind the scenes content, Chris Brown also posted a fair amount of actual performance content, showing fans what they can expect on tour.

The content ranged from high quality produced recaps to what looks like raw camera phone footage. The footage not only helped give fans a glimpse into the tour experience but also helped the tour stay top of mind on social media as he was constantly promoting it.

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Overall

What felt really cool about all of this is that turned the tour into an experience - it wasn’t just another set of shows. All of these little moments and pieces of content compound to help make it more memorable to fans.

Fans will be able to look back and be able to more easily remember the tour based on the moments they can attribute to it…

“Remember that 11:11 tour with the crazy meet & greets?”

“Remember that 11:11 tour where Chris Brown and his crew posted videos of them go-karting in the arena?”

These are all opportunities to further the connection between artist and fan while making the experience more memorable.

Thanks for reading, until next time.