Emmit Fenn
A proposal by Crowd Control Digital
THE LIGHT WE LEAVE BEHIND
Emmit Fenn turned a 3.1M-listener streaming audience into a hidden, invite-only ritual run twice in Los Angeles. This is the six-month build to turn that experience into a fully branded, fan-data-routed touring IP the world will travel for.
What We Found
Before proposing anything, we audited Emmit's streaming footprint, the event site, the competitive immersive lane, and the market. Four findings shaped this plan.
3.1M monthly Spotify listeners and roughly 300K followers, but that audience lives on DSP and platform rails. It is reach Emmit can see but cannot directly route a tour to. The owned layer is the unlock.
The event site already collects email, phone and postal code, runs a Meta Pixel, and prompts fans to share to bring it to their city. The instinct is right, but it is a guestlist, not an activation engine: no flows, no segmentation, no retargeting, no membership.
The experience has run twice in LA, invite-only, and occupies real white space between a concert, a sound bath, and an art installation. It is ready to be productized into a tourable brand.
Immersive music and concert experiences are the fastest-growing live segment (over 30% projected CAGR), and audiences increasingly pay a premium for sensory, meaningful experiences over spectacle.
Why Now
Global live music revenue is projected to top $35B in 2026, 68% of millennials now spend more on experiences than goods, and Gen Z concertgoers have spent $2,100+ on shows in two years. The window for an artist-led, asset-light, tourable immersive brand is open now, before the fixed-installation giants (Meow Wolf, teamLab, Submersive) define the category for everyone.
The Build
EmmitFennhasquietlybuilttwobusinesses.Thefirstisa3.1M-monthly-listenerstreamingcatalog.Thesecond,farrarer,isTheLightWeLeaveBehind:aninvite-onlyimmersivewater,soundandlightperformanceruntwiceinLosAngeles,ameditativeexperiencethatsitsbetweenaclassicalconcert,asoundbath,andanartinstallation.Theinstinctisalreadyright.Theeventsitecapturesname,email,phoneandpostalcode,firesaMetaPixel,andasksfanstosharethelinktobringtheexperiencetotheircity.Whatismissingistheinfrastructuretoturnthatinstinctintoatouringbrand.Oversixmonths,CrowdControlDigitalwillbrandtheexperienceasatransferableIP,buildtheowneddemandengine(LayloemailandSMS,apostal-codedemandheatmap,pixelretargeting),bridgethestreamingaudienceintopremiumticketbuyers,androutethefirstmarketsonrealdemanddata.Thegoalissimple:stoprunningabeautifulone-off,andstartoperatingatouringbrandtheworldwilltravelfor.
Productize The Light We Leave Behind into a transferable, branded touring IP: a full identity system plus an experience bible (staging, lighting and water spec, run of show, sensory standards) so every city replicates the LA magic instead of reinventing it.
Brand the experience. Build the engine. Take it on tour.
Stand up the owned demand engine on top of what Emmit already started: Laylo email and SMS flows, a postal-code demand heatmap, and Meta-pixel retargeting, so the tour routes to proven demand instead of guesswork.
Bridge the 3.1M streaming audience into premium experience buyers with a content and funnel system that turns passive listeners into RSVPs, ticket buyers, and members.
Capture experience-economy margin with tiered and premium ticketing, a membership layer, and ritual-object merch, then scale market by market on data, not hope.
Who We're Reaching
Emmit's audience is not a casual streaming crowd. They are deep listeners who want meaning, calm, and beauty, and who will pay for an experience that gives them all three.
Age Range
18 to 34
24 to 32 core
Top Market
Los Angeles
#1 listener city
Streaming Reach
3.1M / mo
~300K Spotify followers
Mindset
Experience over spectacle
Pays for meaning
Audience Personas
The Deep Listener
24 to 34Has had Emmit on late-night and focus playlists for years. Treats his music as a private sanctuary and craves a live setting that honors that intimacy.
The Wellness Seeker
25 to 40Already spends on sound baths, breathwork, and design-led wellness. Sees the experience as restorative, not just a concert, and buys premium for genuine state change.
The Culture Curator
21 to 32Lives for rare, beautiful, share-worthy moments. The invite-only scarcity and the visual world are catnip, and their recap content is the tour's best advertising.
What Drives Them
Crave meaning, calm, and beauty over volume and spectacle
Value craft, intimacy, and design literacy
Spend on experiences and state change rather than things
Want agency: they will actively pull the experience to their city
Pain Points
Festivals and clubs are loud, crowded, and transactional
Streaming is passive; no live space matches the feeling of the music
Few experiences feel genuinely restorative and beautiful at once
When something special does exist, it is invite-only and impossible to get into
What Makes Them Buy
Scarcity and invite-only access that signals this is rare
Recap content that creates FOMO and proves the experience is real
Trusted word-of-mouth from someone who attended
The agency to request it in their city, then being told it is coming
Where They Spend Time
TikTok
182K followers. Recap and behind-the-experience content is the discovery and FOMO engine.
64K followers. Home for the visual world, invite drops, and the waitlist CTA.
Spotify
3.1M monthly listeners. The top of funnel to convert into owned fans and ticket buyers.
Email / SMS (Laylo)
The owned channel to be built. City-segmented invites, presales, and member drops.
Voice of Customer
“It sits somewhere between a classical concert, a sound bath, and an art installation. You do not watch it so much as sit inside it.”
— Press and attendee descriptions, LA Water Edition
“I walked in wound up and left like I had actually been somewhere. I want my whole city to feel this.”
— Paraphrased attendee sentiment, recap content
Strategic KPIs
Directional targets based on competitive benchmarks and market analysis — not guarantees, but the outcomes we're engineering toward.
Email and SMS subscribers built in six months from streamer conversion and event capture. An audience Emmit owns outright.
Paid demand-routing efficiency using pixel data and lookalikes off the existing audience.
Cities validated by demand data and taken to on-sale during the engagement.
On intimate, scarcity-driven rooms, demand is concentrated by design.
These are directional targets informed by market research and competitive analysis — not contractual guarantees.
Competitive Context
The immersive lane is hot but bifurcated. On one side, touring artists run beautiful immersive shows with no productized IP or fan-data routing. On the other, fixed mega-installations own the experience-economy brand but are capital-heavy and artist-less. The white space is an artist-led, asset-light, tourable experience brand routed by owned data. Nobody owns it yet.
Olafur Arnalds (19-City Immersive Tour)
STRENGTHEstablished immersive concert hybrid with multi-night stands across Europe and North America.
GAPConcert-hall and institutional. Not a transferable branded experience with fan-data routing or an owned demand engine.
Jon Hopkins (Ambient / NASA Immersive)
STRENGTHCritical credibility and serious AV and ambient pedigree.
GAPFestival and one-off oriented. No repeatable, ownable experience format to scale city by city.
Nils Frahm (Sold-Out Immersive Piano)
STRENGTHPurist live reputation and a devoted neoclassical following.
GAPArtist-as-venue with no scalable experiential brand or capture layer underneath it.
Meow Wolf / teamLab (Experience-Economy Giants)
STRENGTHCategory-defining immersive brands with blockbuster reach.
GAPCapital-heavy fixed installations, not artist-led and not tourable. Emmit can be the artist-led, asset-light version that travels.
Project Roadmap
A focused six-month build, from branding the experience and standing up the engine, through to routing and launching the first tour markets on real demand data.
What You Get
The brand, the infrastructure, the demand engine, and the content system that turn one LA experience into a tour.
Brand & Creative
Experience Brand System
1 SYSTEMFull visual identity for The Light We Leave Behind: logo, typography, color, and motion, applied across web, ticketing, and on-site.
The Experience Bible
1 PLAYBOOKThe productized blueprint (staging, lighting and water spec, run of show, sensory standards) so any city replicates the LA experience faithfully.
Tour Hub Site Refresh
1 BUILDEvolve the invite-only landing page into a tour hub with per-city waitlists and capture wired into the CRM.
Owned Infrastructure
Laylo Email & SMS Engine
FULL BUILDFan messaging on Laylo with automated flows, city-segmented broadcasts, and presale and member drops.
Demand Heatmap & CRM
1 SYSTEMUnify RSVP, postal-code, and pixel data into a single routable demand map that tells us where to tour next.
Ticketing & Membership
SETUPTiered and premium ticketing plus a membership layer to capture experience-economy margin.
Paid Media & Demand Routing
Demand-Routing Campaigns
ONGOINGMeta, TikTok, and YouTube campaigns by market, optimized to RSVPs and ticket sales. Ad spend billed separately at a 15% management fee.
Retargeting Funnel
1 FUNNELPixel-based funnel that moves streamers and social audiences from awareness to RSVP to ticket buyer.
Content & Social
Recap Content System
PER EVENTRecap films and vertical edits engineered as the FOMO loop that sells the next city.
Social Growth Program
ONGOINGTikTok, Instagram, and YouTube cadence that translates the experience to screen and grows the top of funnel. Creator fees, if used, billed separately at a 15% management fee.
Scope of Work
Clear boundaries to ensure maximum value within the project parameters.
Included
Not Included
Additional services can be scoped and quoted separately.
Total Investment
Management fees only — ad spend and creator fees are billed separately at a 15% management rate.
Month 1 (June) includes the $10K Onboarding & Creative Fee
Month 2 (July)
Month 3 (August)
Month 4 (September)
Month 5 (October)
Month 6 (November)
SECURE CHECKOUT VIA STRIPE
Let's take the light on the road.
Approve & Onboard
Counter-sign and we begin immediately with the brand and experience system.
Onboarding Questionnaire
We collect current spend, list size and platform (Laylo), ticketing setup, market wishlist, and access credentials.
Discovery & Brand Sprint
A kickoff workshop to lock the IP, positioning, and the experience bible.
Infrastructure Stand-Up
We build Laylo, the demand heatmap, ticketing and membership, and the retargeting funnel.
Route the First Markets
We select cities from real demand data and take them to on-sale.
You have already proven the experience works and that people will line up for it. The next step is the infrastructure to make it travel. Let's brand it, build the engine, and route the first cities together.
We're here to clarify anything about the project.
Get in Touch10 years of breaking through the noise.
Crowd Control Digital is a full-service marketing agency that works with creators and brands of all sizes — from independent artists to Fortune 500 companies. We craft and execute campaigns across paid media, influencer marketing, creative strategy, billboards & OOH, and event production.