Chappell Roan
Chappell Roan announced a run of intimate pop-up shows across New York, Kansas City, and Los Angeles, for an artist whose demand had long outgrown almost any room small enough to be worth playing.
A standard first-come on-sale would have been chaos: bots and resellers clearing inventory in seconds while the fans who got her there refreshed an error page. Scalping has become pervasive enough that Congress has stepped in. So the brief was to make this on-sale both feel fair and be fair. I built it on Fair AXS: a verified-fan registration page and the full email flow around it, so real people came first, at full scale. A fandom that loud deserves a front door that actually opens.
The Email Journey
Rather than a first-come race, the on-sale ran as a Fair AXS verified-fan registration: fans register in an open window, a random selection receives a private single-use invite, and identity is card-verified up front (no charge) to screen out bots and scalpers. The whole campaign ran as one owned funnel across email and social, with zero paid media behind it.
The Registration Page
The registration page and full email flow were designed and built on AXS, carrying the entire on-sale: every show date, the rules, secure delivery through AXS Mobile ID, and a timeline that kept fans oriented at every step.
‡ Web & email figures are modeled estimates from public box-office numbers and standard verified-fan benchmarks. Shown for portfolio illustration, not reported analytics.
The eight pop-up shows
Press & Coverage
The campaign drew national press, and AXS spotlighted it as a model for fighting bots and scalpers.
The Social Rollout
The rollout in feed: the key-art poster drop that announced the shows, then a Fair AXS feature spotlighting the fan-first approach alongside Billboard.