case study

Helping American country music star to create a space to build closer relationships with over 400,000 of his fans.

SECTOR

Key Market

Luke Bryan Photo

SECTOR

Key Market

Client logo: Luke Bryan

Luke Bryan is an American country music singer and songwriter.

Luke Bryan is an American country music singer and songwriter.

THE CHALLENGE

Bringing fans together in a space that he was able to monetize with fan merchandise.

THE SOLUTION

Creating a private community in a central space that has allowed him to drive additional revenue streams.

GROWTH

60%

Of people who sign up for a free trial convert into paying subscribers.

$16

Revenue per user.

IMPACT

Bringing true Luke Bryan fans closer together with each other and the idol they love in a new, modern and accessible way.

“It’s been an incredible first year in the Luke Bryan app. Luke has been able to share his world in a more intimate way with his fans. Our partnership with Disciple has been beyond gratifying, and we honestly can’t wait to take it further”. -Dustin Eichten at KP Entertainment.

Luke launched his community app in July 2015, on the eve of the release of his album “Kick The Dust Up” and the stadium tour that followed soon after. Quickly becoming a destination for avid Luke Bryan fans, the app allowed fans to receive frequent updates from the star and a window into his journey on tour.

Luke’s management team at KP Entertainment also wanted to give fans an insight into the life of Luke’s entourage and crew so came up with an idea of the LBO Wall – an additional feed of content from Luke’s team. As well as getting high-quality and consistent content from Luke and his team, the community grew organically as fans embraced the opportunity to create and post content themselves, connecting with each other via direct or group messaging and eventually in person.

As for Luke himself, he uses his mobile community for inspiration and learning what his fans are thinking which guides some of his creative decisions such as tour set lists etc. Luke uses live streams to share some of his personal moments to his fan community, rather than broadcasting it to an open audience on Facebook and Twitter. Luke’s team now uses those channels just for wider announcements and broad updates.

The community is run on a Subscription model where exclusive content is only available for premium members. This easily covers the costs of running the community and has driven incremental revenues for Luke. On top of the recurring revenue of the subscription, the community is highly responsive to other commercial propositions such as exclusive limited edition merchandise items, tour posters and mobile phone accessories.