Towards the end of last year Belgian agency, mortierbrigade, was given a legendary challenge by record label, PIAS Belgium – make a music artist that nobody knows famous.
Only a thousand people had listened to Chance’s last album. His most recent Instagram post had received just sixteen likes.
But mortierbrigade accepted the challenge. And gave Chance a legendary tour – sort of. The agency arranged for Chace to play in places throughout the world with the same name as the world’s most famous music venues – Wembley, Paradiso, Olympia, Madison Square, Le Zenith…
The tour was promoted as if Chance was a superstar. Visuals were spread on social media. Posters were erected around the world. Tickets were sold on a dedicated website (albeit in limited numbers given that some of the venues could only hold about a dozen people). The sold-out gigs were broadcasts live on Facebook.
The media picked up the story and applauded it – loud and long.
8.9 million people were reached. Chance was given the opportunity to play at one of the real legendary venues, Ancienne in Belgium. And he was signed by one of the biggest international booking agencies in the world, Live Nation.
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