jason derulo.

Question: How do you sell out a brand-new venue to a target market that wants to spend their Homecoming Weekend doing anything other than attending a school-sponsored event?

Answer: Leverage a deep understanding of the target market’s motivations and deliver a well-timed dose of nostalgia with an Artist who is unironically an icon.

This event was the inaugural Homecoming Concert at James Madison University’s brand-new Atlantic Union Bank Center. The concert sold out in under 3 hours from student sales alone.