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.