The moment
2025 marked a breakout year for Sombr.
His debut album I Barely Know Her landed at #1 on Spotify’s Global Debut Albums, charted Top 10 in eight countries, and debuted Top 15 on the Billboard 200. Singles like “back to friends,” “undressed,” and “12 to 12” dominated global charts, while Sombr earned MTV Global PUSH Artist honors and a GRAMMY nomination for Best New Artist.
Demand for his live shows followed fast... so fast that tour venues across North America, the UK, Europe, Australia, and New Zealand were upgraded and sold out almost instantly, with 119,000 new tickets gone in a single on-sale window.
But before tickets went on sale, Sombr’s team focused on something critical: owning the demand.
The challenge
With massive momentum building across Instagram and streaming platforms, Sombr’s team needed to:
Capture first-party fan data ahead of presale
Support global tour messaging without fragmenting audiences
Make it easy (and exciting) for fans to opt in — fast
Social hype was there. The question was how to convert attention into ownership before tickets dropped.
The NxtGen approach
Sombr used NxtGen to turn Instagram momentum into measurable, owned fan demand.
Step 1: Instagram → Fan List
Ahead of presale, Sombr posted a simple Instagram story inviting fans to join his fan list. The frictionless signup captured 45,000+ new fans in a single moment.
Step 2: City-based tour drops
Next, his team launched a Laylo Multidrop tour page, allowing fans to opt in for their preferred city. Thanks to Laylo’s geo-targeting, fans automatically saw the closest tour stop first, making RSVP effortless.
Within the first 12 hours of EU/UK promotion, the tour drop captured an additional 15,000+ fans.
Start Growing
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Grow real fans, own them for good, and sell out every drop, all from one platform.