Drop Highlight Alesso
ALESSO
A first-party data playbook 01 / 10
Where we start

We start with the fans.

Alesso draws three audiences, each showing up for a different reason. The build starts from who they are, not ahead of them.

01 / American EDM The legacy crowd From the Swedish House Mafia and Avicii years. The mainstage fans who grew up on it and never left.
02 / Asian & Hispanic The rave communities Large, active Asian and Hispanic scenes. Among the most engaged crowds Alesso plays to.
03 / European The high-spend tier Fans who matured into VIP, tables, and premium nights. Loyal, and still spending.

What can only Alesso give them?

What we do

Three pillars.
One gallery per show.

Built for live artists. Built for live events. Deployed on every date Alesso's team chooses. Delivered within 24 to 48 hours of the last drop.

Pillar 01
The Memento
Something kept from the night.

A branded gallery after every show, built as a memento for the people who came. Fans see the moments they were too busy living to capture themselves. Theirs to keep, return to, send on. This is where Alesso gives fans something only Alesso can:

Backstage ballot. A shot at access for the fans who show up most.
Fan-upload wall. The night from the crowd's own phones, reviewed, then added in.
Merch code. A reason to come back, dropped in the same gallery.
Fan value
Theirs to keep.
Pillar 02
The Data
Captured at peak intent.

Captured at the point of highest intent: emails, behaviour, the moments fans choose to act on. It's held in Drop Highlight, segmented by show, by city, by date, and exports as a clean file whenever the team needs it. A first-party audience Alesso owns, built from the floor up.

Owned audience
Export-ready.
Pillar 03
The Engine
The channel pays for itself.

Each gallery becomes the route for the next move: ticket retargeting for the next date, merch links, release and pre-save drops, sponsor activation. Whatever the moment calls for. The window stays open long after the lights come up.

Commercial frame
Revenue-ready.
Direct line

Hits the inbox
while the night
is still warm.

Alesso's team already shoots every night. The footage, the photos, the moments, captured the way they always are. The only new step is getting them out. Drop Highlight's built-in sender puts the gallery in fans' inboxes in a few clicks, from an Alesso address, within 24 to 48 hours of the encore. Existing contacts load in once at setup. New captures from the show join automatically. One send, both audiences, the gallery as the landing.

9:41
alesso.drophighlight.com
SKANSEN
Take the night home.
your@email.com
Phone, optional
This show and the next.

Every drop, every crowd. Yours to keep.

Miami
Ultra
03 · 26Relive →
Colorado
Red Rocks
2026Relive →
Stockholm
Skansen
27 · 06Headline
New York
Pier 4
22 · 08Headline
Ultra, Miami
In their hand, the morning after
01 Shoot The night, already captured by Alesso's team. Nothing new here.
02 Upload The footage goes into the gallery build. This is the only new step.
03 Build The hook, the body, the cards fans tap. Alesso as sender, subject locked.
04 Audience Existing contacts loaded once at setup. New captures join automatically.
05 Send Lands within 24 to 48 hours, from an Alesso address directly.
Sent from a branded domain.
Not a third-party platform. Alesso owns the From line.
Within 24 to 48 hours.
Encore to inbox in the same window the gallery goes live.
One audience.
Existing fans and new captures, reached in a single send.
The transfer

Reach you rent.
Audience you own.

Alesso's audience is large and engaged, but most of it lives on Instagram. The platform owns the relationship, the reach is rented, and the only data Alesso keeps today is presale and onsale. The transfer changes that. The campaign for the gallery runs across Alesso's own channels, and the same posts that send fans to relive the night route them through an email gate on the way in. Show by show, borrowed reach becomes first-party data Alesso owns.

From Instagram Rented reach. The platform owns the line to the fan, and keeps it.
→
To Drop Highlight Owned first-party data. Alesso's own direct line, captured every show.
01 Post the gallery. Run it across Instagram and Alesso's own channels. The reach you already have.
02 Fans tap through. Borrowed reach drives them to relive the set, in one tap to an Alesso domain.
03 The gate captures. Email converts the visit into a contact Alesso owns outright.
04 Repeat every show. Each date on the schedule moves more of the audience from rented to owned.
Part of the build

The same build carries one more layer. The crowd's own footage, reviewed and brought into the gallery alongside the tour's, on the same capture and the same brand control.

Built into the gallery
The Fan Layer
The crowd shoots it too.

A tier on top of the gallery. Fans submit their own frames into a holding folder, never straight to the live gallery. We review each one, filter anything off-brand, and push the best back into the gallery for everyone. Same email capture as the rest, same brand control, plus the night seen from every angle.

Submitted, reviewed, then live. Alesso keeps creative control end to end.
More ways to bring fans in
Early access

Hear it first.

Gate an unreleased snippet, an early preview, or a pre-save behind an email. The most committed fans get something no one else has, and every unlock is a captured contact.

Presale priority

First to the next date.

Fans captured at one show go to the front of the next presale. The owned audience hears about the next date first, before it goes wide.

VIP competition

Win the upgrade.

Enter for a table, a VIP upgrade, or a backstage moment. Entry captures email and social in one step, and the prize is something only Alesso can give.

Proof

Already running.
Already working.

Ten shows. Paris. May to June 2025.

Cercle partnered with Drop Highlight to deliver branded, fan-facing galleries across the Odyssey tour residency in Paris.

Alongside streamlining the in-house content flow, the platform powered fan galleries that let thousands of attendees relive each show, beautifully, and on-brand.

40,923
Total downloads
29,321
Gallery views
3:58
Avg. session
The impact
Downloads continued more than six months after the final show, extending the afterglow.
Cercle gained control over the content shared far and wide.
Every download tracked, unlocking audience intel for future programming.
Private galleries let artist teams review and approve quickly, with VIP gallery sharing built in.
Integrated store links turned the gallery into a post-show revenue driver for merch and tickets.
The target

Every date captures.
The audience compounds.

The 27 June Skansen headline in Stockholm is the one to start on. Capture there, and every show after builds on the same owned audience instead of starting cold.

Target show
27 June 2026 Skansen, Stockholm
Trial
If it goes well, the same approach extends across the calendar
17 JulIlosaarirock, FinlandFestival
19 JulTomorrowland, BelgiumFestival
22 AugPier 4, New YorkHeadline
29 AugCreamfields, UKFestival
Sep onLas Vegas residencyRecurring
The trial

Test it on one night.
Then run the schedule.

Next step A short call before the 27 June headline. We walk the gallery live and agree what the channel should drive.
Phase 01 Complimentary

Test.

One night, no commitment.

The 27 June Skansen headline in Stockholm runs on us. First-party capture goes live, and we get a read on what Alesso's fans respond to. The first show is for learning, not scale.

Phase 02

Run.

The same workflow, every night.

Roll out across the bigger dates as they make sense. Same gallery, same send, same gate. The owned audience compounds date to date.

After the first show you see exactly what the transfer produced. Named outputs, not promised revenue.
Contacts capturedFirst-party records owned, per show.
Open rateOn the morning-after send.
Click-throughTo the next date on the schedule.
Return rateFans re-engaging show to show.
Let's run it.

Ready when you are.

© Drop Highlight  /  For The Shalizi Group  /  2026 Alesso · 2026