What is the Hub & Spoke blueprint in event marketing?

The Hub & Spoke blueprint positions your website as the central hub that you own and control, with social media platforms, streaming services, and community platforms serving as spokes that drive traffic back to your hub.

How long does the typical event marketing cycle take?

A complete event marketing cycle spans 4-8 weeks, starting with the initial tease phase and concluding with post-event retention activities within 48 hours after the event.

Which platforms are most important for music event promotion?

Key platforms include Instagram and TikTok for visual storytelling and hype, SoundCloud and Spotify for music discovery, Resident Advisor for industry credibility, and email lists plus Discord for community building and direct communication.

Modern Event Marketing Manual | Spin Cycle Inc.

The Modern Event Marketing Manual

An integrated digital strategy to convert casual followers into a loyal, engaged community.

Listen to the Explainer Podcast

The Hub & Spoke Blueprint

THE SOUND

Music & Discovery Platforms

THE BUZZ

Event Promotion & Hype

THE TRIBE

Community Building

THE HUB

Your Website

The only digital property you truly OWN. It's the central source of truth for your brand, events, and music.

Instagram, TikTok

SoundCloud, Spotify

Resident Advisor

Email & Discord

All "Spokes" are rented land. Their job is to capture attention and guide people back to your Hub.

The Digital Ecosystem at a Glance

SoundCloud

The Demo Tape

Essential for sharing mixes and getting discovered by superfans and industry A&R.

Spotify

The Professional Portfolio

Crucial for original music. Playlists are the modern radio, driving algorithmic discovery.

Instagram

The Visual Storyteller

Crafts your brand's vibe. Reels for reach, Stories for direct engagement and ticket links.

TikTok

The Hype Machine

Unparalleled organic reach. Focus on authentic, high-energy, raw content.

Facebook

The Event Page Powerhouse

Best for creating shareable event pages and running highly targeted ad campaigns.

Resident Advisor

The Industry Standard

Non-negotiable for credibility in the house, techno, and underground club scenes.

Email List

The Most Valuable Asset

An audience you OWN. Consistently delivers the highest conversion rate for ticket sales.

Discord

The Digital Green Room

An exclusive, algorithm-free clubhouse to cultivate your most dedicated superfans.

The 5-Phase Event Launch Cycle

1. The Tease (4-8 Weeks Out)

Build intrigue and capture a core email list with cryptic visuals and a hidden "first access" landing page.

2. The Announcement (3-4 Weeks Out)

Drive initial ticket sales with a coordinated, multi-platform blast across official event pages and your email list.

3. The Build-Up (2 Weeks Out)

Create FOMO (Fear Of Missing Out) with artist spotlights, targeted ads, and ticket count warnings.

4. Live Experience (Event Week)

Enhance the attendee experience with clear info while capturing high-quality photo and video content for future marketing.

5. Afterglow & Retention (48 Hours After)

Capitalize on positive energy. Send a recap email with a photo album link and a teaser for the NEXT event.

12-Month Strategic Roadmap

Q1: Foundation

Build the core infrastructure: Website Hub, tracking pixels, email list setup, and social profile optimization.

Q2: Growth

Launch consistent content, run initial paid ad campaigns, and integrate Tier 2 platforms like Beatport.

Q3: Optimization

Analyze data to refine strategies. Deepen community engagement on Discord and niche platforms like Reddit.

Q4: Scaling

Multiply reach through micro-influencer partnerships and conduct a full annual review to plan for the next year.