🎟️ How Roshi Sold Concert Tickets and Albums in 24h via Instagram DMs (No Ads Needed)

To celebrate the release of his new EP “SOMOTRO”, French rapper Roshi (signed to Capitol Music France) decided to flip the script.

No TikTok teaser campaigns.
No paid ads.
Just real fans, one Instagram story, and a DM strategy powered by BackRoom.

In less than 24 hours, Roshi collected 233 qualified emails and converted a chunk of his audience into paying customers — selling a limited bundle that included a concert ticket + physical album.

🎯 The Goal: Sell Tickets & Albums, Directly

Roshi launched a bundle that included:

• 🎫 A ticket to his release party at Trabendo (Paris) on June 24th

• 💿 A physical copy of “SOMOTRO”, shipped to the fan's address

But instead of posting the link and hoping for clicks, he triggered something more intimate — a direct message from the artist himself.

⚙️ The Setup: One DM = One Fan = One Potential Sale

1. Roshi posted a story asking fans to reply with the word “somotro”

2. Any fan who replied received an automated DM sent from Roshi’s own account (via BackRoom):

   “Thanks for the moov! I’ll email you within 24h if you win ;)”

3. To join the contest (and get a discount code), fans had to enter their email

4. All emails were automatically collected, scored, and categorized (fan, engaged, superfan)

5. Top fans were sent a promo code to purchase the bundle “Ticket + CD”

📊 The Results (in 24h)

MetricResultDMs sent (from Roshi’s account)313Opened259 (→ 83% open rate)Emails collected233DM-to-email conversion rate74.4%Ad spend€0

And most importantly: bundle sales followed, fueled directly by Roshi’s community.

🧠 Why It Works

• The message comes from the artist — not a newsletter, not a brand. Fans open it. Fans trust it. Fans reply.

• BackRoom handles the automation: triggers, replies, email capture, fan scoring, performance tracking.

• The artist keeps full control over their fanbase — no algorithm, no third-party lock-in.

🚀 What It Means for Artists and Labels

This isn’t a nice-to-have — it’s the future:
Artists can now sell directly from their Instagram, by activating fans at the perfect moment.

BackRoom turns Instagram into a fan-powered CRM:

• Identify your top fans

• Talk to them at scale — but make it feel personal

• Sell tickets, merch, exclusives — straight from the DMs

No ads. No forms. No friction.
Just fans. And real conversions.

Want to do the same for your next release?

👉 Discover BackRoom