Rebuilding a fanbase for a UK #1 album

Who they are

Wolf Alice are a globally established alt-rock band who returned in 2025 with their fourth album and a major world tour. Unlike Keo, this wasn't about building an audience from scratch — it was about making proper use of one that already existed but had gone quiet in places.

What we did

• Re-engaged lapsed fans and deepened relationships with superfans, using first-party data
• Rebuilt and managed their legacy CRM, including data cleansing and segmentation
• Delivered pre-sales and ticketing for underplay and secret shows, working closely with management, agents, promoters and the label
• Led D2C drops and ongoing optimisation

How we did it

Pre-sale mechanics rewarded fans with early ticket access, and everything ran through a centralised Openstage CRM so the data stayed artist-owned rather than scattered across platforms. Guerrilla poster campaigns collected first-party data by rewarding fans with free tickets — low-tech, but it worked, and it sparked real intrigue on the ground.

Underplay shows across Ireland, the UK, Europe and the USA built scarcity and excitement ahead of the wider tour. A release-week pop-up shop and secret performance at The Dublin Castle gave the album an intimate, high-impact launch moment rather than a purely digital one. We also scoped and integrated additional data pools, including Bandsintown and Songkick, to fill in gaps the CRM alone couldn't see.

What happened

The through-line from the poster campaigns to the secret shows to the pre-sale mechanics was the same one: reward the fans who show up, and use what you learn from them to make the next decision better.