MeansMGMT x Laylo: Tour Ads That Leave the Artist With a Fan List

We've partnered with Laylo, the direct-to-fan platform artists use to text, email, and DM the people who actually show up.

The problem it fixes

The usual tour ad sends the fan from the ad to the ticket page, and once they buy, the artist loses them. The ticketing platform keeps the buyer data. Two months later the artist announces the next run and pays to reach the same people all over again. We wrote about that math in our tour marketing guide, and it hasn't gotten better.

Sending that same traffic to a Laylo page first changes it. The fan drops a phone number or email, gets the ticket link, and stays reachable. For the next city, merch drop or single, the artist sends a text instead of buying the audience back.

That was already how we liked to build tour campaigns. The partnership makes it cheaper for the artist and gives us a direct line to the Laylo team when something breaks.

What clients get

Any artist who joins Laylo Pro through our referral link gets 10,000 Laylo credits. Credits cover the texts and messages you send, so that's a lot of runway before anyone pays for a message.

Through our tour program, we also take a percentage off the first month of management for a limited number of touring artists, selected on fit. We build and run the tour campaign inside the artist's own ad accounts; the artist covers ad spend and their Laylo plan. Applications for the tour program are open at start.meansmgmt.com/tour.

Beyond the discount, we get partner-level support. When we set up a Laylo page for a client and something about the integration is off, we have people to call.

What Laylo actually adds

First, an owned fan list with SMS, email, Instagram DM, and WhatsApp on one contact record, with location attached so the artist can message one city at a time. Most artists have never had that list, and it means the next tour starts with an audience instead of from zero. Our income streams breakdown goes into why that list is worth more than the ticket.

Second, real buyer and revenue data, but only when the show sells through a ticketing platform Laylo connects to (DICE, Eventbrite, TIXR, Posh, Shotgun, and about ten others). If your tour is on Ticketmaster or AXS, Laylo still grows the list, but ticket revenue stays a black box on that side. We'll tell you which lane you're in before we pitch anything.

Laylo also launched a UGC Agent in July 2026 that watches your Instagram Story tags, DMs the fan for the clip, and asks for reuse permission. Cleared fan-shot tour footage is some of the best mid-tour ad creative we can get, so we bake it into campaigns where the artist wants it.

What doesn't change

We still run everything we ran before. Tour ads, merch campaigns, release campaigns, and direct-to-fan builds on Meta, Google, and TikTok, inside your own ad accounts. Laylo is one option in the stack next to Feature.fm, SuperFan, and UpNext, and we still pick whichever tool fits the tour. We recently built a full tour campaign for an artist whose ticketing runs on platforms Laylo doesn't connect to, and Laylo wasn't in it. That will keep happening.

The partnership adds a discount, credits, and a support line, and Laylo stays optional.

Where this goes next

The first co-published case study with Laylo is planned for fall 2026, built on a tour running now. Until then, you can see how our campaigns have run for other artists on the case studies page. If you have dates coming and want to know whether the owned-list approach fits your routing, apply here or get in touch.

If you'd rather sign up on your own first, use our Laylo referral link: laylo.com/refer?ref=meansmgmt