U2’s massively successful and innovative 360 Tour is finally winding down, and when the journey concludes it will be the most attended and highest-grossing concert tour in history. Live Nation Global Touring chairman Arthur Fogel attributed the tour’s unprecedented success to his and the band’s “under-play” strategy in building demand for the shows.
The 360 Tour will bring in over $717 million in earnings and over 7 million total attendees, making it the most financially successful world tour ever assembled.
The tour will also be noted for its unique “claw” stage, which according to Billboard increases stadium capacity by at least 30 percent.
Fogel said the tour culminates their specific promotional strategy in North America that made fans want to come back to see U2 in outdoor stadiums for the first time since 1997’s PopMart tour.
“After PopMart, the strategy was definitely to build back up North America, under-play, create that buzz and that demand, and I think we did a great job with that,” said Fogel.
He continued: “To go outdoors in America this time, particularly with this production, is a story in itself. This thing, apart from, obviously, the band, great musicians, great music, great songs, was about creating that buzz in the world about this production. That was the hook.”
Did U2’s promotional strategies for the 360 Tour work on you?