Ready to create your own bundles with Billy ? You’re in the right place! We will guide you step-by-step in setting up your event shop. 
If you're new here or need a quick recap, a bundle is simply a package that groups together various items like event tickets, merch or albums, giving fans the full experience in one go. If you're curious about the several benefits and strategies around bundles, make sure to check out our previous articles. 
Now, let’s dive in!

Selling bundles is one of the best ways to increase fan engagement, create marketing opportunities and boost event’s sales. By packaging tickets with exclusive products in a single purchase, your fans can access everything they love, whether it's limited-edition vinyl, meet-and-greet opportunities, or event merchandise,

With Billy’s event platform, creating and selling bundles is seamless and efficient. Let’s walk through the process of setting up your first bundle.

Before you begin creating bundles, the first step is to connect your existing Shopify shop to our platform. With just a few clicks, you can link your store to your event page and synchronize all your products. Here you go:

Go to the section Integrations > Shopify

Click on "Connect Shop" and follow the instructions

Wait for Billy’s team to confirm your request

Once your shop is connected, you’ll receive an email and your products will appear on the platform!

Now that your shop is synced, it’s time to create your own bundle. You can select any product available from your shop like T-shirts or vinyl records and create Bundles by following these steps:

Choose with which ticket category you want to combine your product

Define the bundles name, description and stocks

And voilà! You just created your 1st Bundle. Now, it is time to define your sales parameters for your Bundle.

Setting up your bundles sales is easy with Billy. Our platform’s flexibility ensures that you can easily adjust pricing to suit various audience and match your marketing strategies. To do so:

Set a custom price for each item contained in your Bundle

Define a limited sales period (if you want to)

Once the pricing is set, your bundle will be ready to go live.

With our platform, you can sell bundles across all your distribution channels, whether it’s your event website or a dedicated mini-site. This ensures maximum visibility for your offers, helping you reach more fans and increase sales.

Selling bundles can transform your event marketing strategy, offer more value to your fans and create new revenue streams. With a modern event platform like Billy, you can easily set up bundles and track results—all in one place. Whether you’re selling exclusive merchandise or ticket packages, our platform ensures a quick setup to make your life easy.

It’s time to unlock the full potential of your event’s sales!

Ready to create your own bundles with Billy ? You’re in the right place! We will guide you step-by-step in setting up your event shop.

Bundles: How to set them up easily with Billy

You've most likely heard about them recently. "Superfans" are in the music industry’s spotlight. Behind this media hype are announcements from Warner Music and UMG stating their intention to focus on monetizing superfans through an artist-centric model. We’ve decided to shed some light on the subject and dedicate a series of articles on the topic of superfans. How to identify them, engage them, and build loyalty... But first, what makes a fan "super," and why are they so important for artists? Let’s explore together what defines superfans, the benefits they bring, and some interesting key figures.

Before defining the term superfan, let’s take a look at other types of fans that can be ranked into a pyramid. At the base are casual fans, who represent the majority of an audience but are minimally engaged. Then come active fans who follow an artist across various platforms. Next are the connected fans, forming an invested and engaged community. And at the top are our superfans.

The term is quite literal: it refers to a fan who is particularly passionate and dedicated. A superfan doesn’t simply follow the artist on social media or listen to their latest releases; they go well beyond that. From buying merchandise to streaming intensively to following a tour, the superfan fully participates in their idol’s project and can even play a key role in its growth.

Kevin Kelly, a specialist on the subject, captures this idea in one simple phrase: “A fan who will buy anything you produce.” And really, that’s all we need to know. Well done, Kevin.

Their psychology and main characteristics

Unlike casual fans, superfans feel a deep, personal connection to the artists. Though the term is relatively new, this type of behavior has been well-known for a long time. Think of the Elvis phenomenon in the 1950s or the Beatlemania vs. Stonemania rivalry in the ’60s. This psychology is just as present in other arts and even in sports.

On a cerebral level, supporting an artist or team and seeing them succeed gives us a dopamine boost—the happiness hormone. We quickly become addicted to it, and when mixed with oxytocin, the attachment hormone, voilà—a superfan is born!

Superfans have a strong need for belonging, which they fulfill through unconditional devotion to their idol. While this loyalty may seem irrational to some, it’s not to be taken lightly. Their intensity makes them a major asset in an artist’s life.

Today, digitalization has made it easier to connect with this fan segment. An artist can interact directly with their audience via social media rather than relying on one-way communication. Fans, in turn, have new ways to get involved, connect, and consume.

2. What if 1,000 superfans were enough to make a living from your art?

Remember Kevin Kelly? It’s time to take a closer look at his theory of 1,000 True Fans. Published in 2008, this concept still resonates powerfully in the artistic world — if not more so. Kelly shares a simple yet fascinating idea: to succeed, an artist needs only 1,000 genuinely committed fans.

According to Kelly, each "true fan" could spend $100 per year on their favorite artist’s work. So, 1,000 would be enough to generate an annual income of $100,000.

Of course, $100 is just an average, as a TRUE “true fan” would likely spend much more than that (merch, concerts, albums, vinyls…). In short, this six-figure amount would allow a creator to live comfortably by focusing solely on what attracts and retains these True Fans.

With the rise of digital platforms, building and strengthening this connection between an artist and their fans has become easier. Blogs, social media, and newsletters keep fans updated. As an artist, address your community directly, interact with them, personalize your messages… Be present, authentic, and show your appreciation.

In reality, this connection benefits both parties. A superfan enjoys keeping up with their idol’s news and feels closer to them and their project. On the other hand, the artist draws motivation and inspiration from the support of their most devoted fans.

3. What does a superfan bring to an artist?

Superfans follow an artist not only for their music but also for everything they stand for. They see the artist as a part of their own identity and engage unconditionally with their work. This loyalty ensures durable, unwavering support for the artist — a valuable stability in the music industry, where success can be fleeting.

Because a bit of free marketing never hurts, superfans play the leading role in promoting an artist. By sharing their passion online or in person, this word-of-mouth amplifies the artist’s reach without advertising costs. Wearing merch on the street is also a great way to boost their visibility.

We return once again to Kelly’s theory because he hit on something essential. The appeal of exclusivity among True Fans allows an artist to build a solid financial base. They’ll be the first to buy merch, concert tickets, albums, and collectibles. By offering items and experiences that resonate with them, the artist enhances fan satisfaction and stimulates their desire for new products, thus generating a recurring revenue stream.

Superfans provide rich insights into the expectations, preferences, and behaviors of an artist's community. Through their online activity (buying habits, content engagement, interactions), it becomes easier to fine-tune communication and marketing strategies, as well as artistic and creative choices.

15% of the U.S. population over 13 years old can be classified as superfans, Luminate

Superfans spend 80% more than the average American listener each month, Luminate

Physical format consumers are 2x more likely to be superfans, Luminate

50% of vinyl buyers do not own a turntable; they simply enjoy owning their favorite artists' music physically, Luminate

Superfans constitute around 2% of an artist's monthly listeners. However, they account for 18% of monthly streams and 52% of merch buyers, Spotify

Goldman Sachs estimates the potential market for monetizing superfans via paid streaming at $4.2 billion. 10% of this market is expected to be captured by 2025, and 60% by 2030.

In a music industry where it's increasingly difficult to stand out, adopting a strategy focused on superfans is the key to making a living from your art. To do this, it’s essential to understand the different types of fans (remember our pyramid!) and recognize them. The goal? To guide your fans through the ascent of this pyramid, implementing the right strategies to help them reach the sacred role of Superfan. In our next article, we’ll share our tips on how to identify and engage superfans, so don’t miss it!

Through their loyalty, engagement, and passion, superfans prove to be indispensable financial, marketing, and psychological supporters. Maintaining a “relationship” with them allows an artist to build a strong foundation and grow it sustainably over time. And that's super.

You've most likely heard about them recently: "superfans" are in the music industry’s spotlight. But what exactly makes a fan "super," and why are they so important for artists?

Superfans: who are they and why are they essential to emerging artists?

Welcome to the second chapter of our Bundle series! Throughout this article, we’ll explore the main benefits of selling bundles.

When creating offers for your event, bundles are a game-changer. Whether you’re an artist on tour, a festival, e-sport event or sports game producer, bundles not only enhance the fan experience, it also boost your brand and drive unexploited revenues. From exclusive items to personalized experiences, they create excitement and forge deeper connections with your audience.

Now, let’s dive into the “bundle world” and see how it’s a perfect strategy for your next event!

Why selling Bundles and what are the benefits?

1. Improve your brand as an artist, festival or event creator

More and more, fans are willing to enter their favorite artist’s universe and crave to collect exclusive items or live unique experiences. Creating merchandising and selling records are great ways to be creative and craft amazing products your community will love.

2. Boost event awareness and participation

Bundles serve as a great marketing tool. By allowing fans to receive merchandise before the event, you create a buzz and build anticipation. For instance, festival’s attendees could proudly wear shirts with event’s line up, becoming walking advertisements that spread the word, your event awareness and excitement.

Bundles can feature limited-edition or exclusive items, creating a sense of urgency among fans to purchase before supplies run out. Fans love owning something unique that connects them to their favorite artist or past event.

4. Turning an event into a lifelong memory

Fans appreciate the personal touch of bundles, especially when they include signed memorabilia or special experiences like meet-and-greets. This strengthens their emotional connection to the artist and create a sense of nostalgia for your event.

Consider partnering with local artists, labels, festivals, designers, or brands to develop co-branded merchandise. Also join forces with one of your event’s sponsor, an artist label or management to create co-marketing strategies about a collection to increase your event’s visibility.

6. Unite two objectives and meet efficiency through a single flow

Instead of selling through multiple websites (e.g one website for your e-commerce, another for your tickets), offering everything in a single checkout flow reduces friction in the buying process, making it easier for fans to get all they want in one go. This drastically increases the purchase conversion rate of additional products. Also, this is way easier for marketing teams to sell from a single website. By joining forces, they redirect traffic to a single website, cutting marketing budgets by half and get qualitative data…

Selling bundles also gives you valuable insights into your audience. By tracking what fans buy, you can understand their preferences—what merch they love, which items sell out fastest, and how they engage with your event. This data helps you tailor future offers, create targeted campaigns, and personalize the fan experience.

8. Identify your Superfan to cherish them

Your core fans are the one coming to your events, buying your merchandising, records or experiences. Remember, a 1000 True Fans support is all what you need. Knowing who your top supporters are allows you to strengthen those relationships and keep them coming back. You could incentivize them with exclusive future offers, early access to tickets, or special event content that strengthens their connection with your brand.

Bundling tickets with merchandise, exclusive content or records encourages fans to purchase more at once. This upsells your offering, increasing the average purchase value per fan and driving more revenue than selling individual items alone.

Instead of guessing quantities randomly for products and size, you can use “pre-order” or “print on demand” tactics to avoid keeping stocks once your event is over. Also, by sending product directly to their home address, you can avoid people queuing in front of the event location. Dope!

In today’s experience generation, selling bundles is more than just a smart sales strategy—it’s a way to connect with your audience on a deeper level, elevate your brand, and differentiate your event from others. It’s also key to create synergies between brands, artists and event producers and understand who are your superfans. Whether you’re aiming to sell exclusive merch, offer unique experiences, or simply increase your event’s visibility, bundles are the key to unlocking it all.

Now is the time to start incorporating bundles into your event strategy!

When creating offers for your event, bundles are a game-changer. Whether you’re an artist on tour, a festival, e-sport event or sports game producer, bundles not only enhance the fan experience, it also boost your brand and drive unexploited revenues.

Welcome to the first chapter of our Bundle series! Throughout this series, we’ll deep dive into topics such as bundle great use cases, pricing strategy, top benefits and best practices to sell bundles.

We’re kicking things off with the basics: what is a bundle? What are the different types that exist? Why you should sell bundles of tickets and products? How to set up your event to sell Bundles?

Spoiler alert: it's one of the best ways to boost your sales and get your fans hyped.

Don’t miss a beat and subscribe to our newsletter to stay updated on the latest articles and all our tips to take your event to the next level.

Enough chit-chat, it’s now time to master the art of selling bundles!

A bundle is an offering where you can group multiple offers such as concert tickets, additional products, exclusive merchandise or any experiences and sell them together in a single package. Usually, bundles are sold at a discounted price compared to purchasing each item individually. For musical events and tours, bundles often include a combination of items like limited edition vinyls, t-shirts and concert tickets.

With the rise of the experience generation, selling bundles are part of event strategies. Giving fans special products to keep as a souvenir helps build brand loyalty and make them feel closer to the experience they’re living.

There are 5 types of Bundles to create tailored experiences matching your event needs:

Ticket + Merchandise Bundles 
These are popular for combining event tickets with exclusive merch like T-shirts or posters. They appeal to fans who want both the event experience and memorabilia.

Ticket + Album Bundles
When launching a new tour or announcing a major artist for your festival, selling bundles that combine tickets with the artist’s latest CD or vinyl is a perfect strategy. The good news is those sales are now certified OCC/SNEP. These exclusive offers not only give fans unique content but also deepen their engagement with your event, creating a memorable and personalized experience.

Fan Packs
Artists bundle tour tickets with collectibles such as signed CDs or vinyl or exclusive apparel. These packs are effective in driving record sales and creating an emotional connection.

Experience Bundles
For fans seeking something extra, bundles can also include VIP experiences, such as backstage access or meet-and-greets, alongside tickets and merchandise.

Tickets Bundles
You can also sell several tickets. It might be the same tickets category for a “2 for 1 flash sale” or different ticket categories. This is useful for families wanting to snake pit or seated experience or for partners buying classic tickets for employees and VIP tickets for management.

Why and how to sell bundles for your event?

Whether you’re organizing your festival or gearing up for your next tour, selling bundles is an excellent way to deepen your connection with fans, amplify your event’s marketing, and diversify your revenue streams. Let’s explore the key benefits!

In today’s competitive landscape, building a strong brand as an artist or event creator is essential. Bundles allow you to extend your brand beyond events — it’s also about creating a lifestyle that fans want to be part of. Whether it’s a T-shirt, tote bag, or vinyl, each item tells a story and strengthens the emotional bond between fans and their favorite artists.

From a marketing perspective, bundles are also a powerful tool. Limited edition items, exclusive merch, or artist collaborations create excitement and drive demand. And picture this: every piece of merchandise not only serves as a keepsake but also turns fans into ambassadors, with every item acting as a walking billboard for your event. It’s how you create that must-have feeling and buzz!

And that’s just the beginning. There are many more benefits in selling bundles—luckily, we’ve covered them all in this article, where we dive into the top use cases to elevate your next event experience!

Selling bundles can seem complex, but with the right tools and partners, it’s quick and easy! At Billy, we designed our event platform to help event creators seamlessly create and package offers.

In just 5 minutes, you can connect a Shopify shop to your event, create Bundles and start selling. There are 5 easy steps to follow:

Create your event shop on Billy’s platform

Use an existing shop or create one on Shopify

Pick the products you want to sell (merchandising, records…)

Create your Bundles mixing tickets and products

And voila! Now, you can focus on what matters most: creating unforgettable experiences for your fans.

Ok, so what have we learned so far? Bundles can become an essential aspect of your event marketing strategy. By merging tickets, merch and also experiences into a single purchase, you boost both your sales and your community engagement. Creating a pack of various products allow artists to diversify their revenue streams and connect with fans on a deeper level.

By offering a bundle, you also simplify the purchasing decision, making it easier for your audience to see the value of getting multiple items together, rather than purchasing each one separately.

Beyond the immediate financial benefits, bundling helps amplify the emotional connection with your superfans. They are not just buying a package of your products; they're investing in an experience that ties them closer to your event or an artist. Tailored bundles put the emphasis on exclusivity and belonging, leaving lasting impressions to fans that extend beyond the event itself.

Already at the end? You must have a pretty good insight into what a bundle is by now. But if you want more, go fumble in the bundle!

Welcome to the first chapter of our Bundle series! What is a bundle? What are the different types that exist? Why you should sell bundles of tickets and products? How to set up your event to sell Bundles?

What is a bundle? And why you might want to sell yours?

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What is a bundle? And why you might want to sell yours?

Featured articles

Bundles: How to set them up easily with Billy

Superfans: who are they and why are they essential to emerging artists?

The top 10 benefits of bundle sales