Marketing4 Nov 2026
How Lewis Capaldi Brought 750,000+ Fans Into His Own World
Coming back from a two-year hiatus to the biggest tour of his career, Lewis Capaldi and his team at Interlude used Openstage Fan Pass to give fans a membership card that lives in their Apple or Google Wallet. Within hours of launch, tens of thousands of fans had installed it, giving Lewis a direct line to his fans' home screens.
Build your own world, not someone else's.
After a two-year break from performing, Lewis came back in 2025 with a No.1 comeback single, a sold-out UK arena run and a 2026 tour taking in Hyde Park, Madison Square Garden and the Hollywood Bowl (LBC, Liacouras Center). Demand was never the question. Fans were showing up in huge numbers, but each presale, drop and announcement lived in its own place and was forgotten the moment it ended.
With more than 828K fans already on Openstage, the opportunity for Lewis and Interlude was to give those fans a place to join, not just follow, and a reason to come back between the big moments.
How They Did It
Lewis built from the inside out, and every step brought fans back into a world he owns.
Build his world
Openstage relaunched Lewis's world as one home: a Fan HQ, a new landing page, a free Top 100 tier and a Fan Pass that lives in each fan's Apple or Google Wallet. Every fan who joins becomes a member with a pass. Interlude tested the full fan journey before anyone outside the team saw it.
Bring people into it
Core first. From 15 October, a quiet pilot went to around 100 of Lewis's most engaged fans. On 22 October the pass opened to everyone, announced by email and across Lewis's socials. Every install adds to one profile per fan.
Put his fans first
The pass isn't a one-tour add-on; it's the main way Lewis talks to his fans. Pass holders hear first, by push notification on their home screen: a signed bundle for three winners, free merch for the first 1,000 to redeem a code, and a competition for flights, tickets and a hotel for a show in the UK or Australia, running to 27 November. A birthday automation greets each fan with a code for their nearest merch store.
Every moment brings fans back to the same place, so each campaign builds on the last instead of starting again.
The Results
Lewis's fans no longer wait for the next tour to hear from him. They're members of his world, with a pass on their home screen that brings them back every time he has something to share.
- Tens of thousands of Fan Passes installed within hours of launch (target 100,000+).
- Roughly three in four on iPhone, one in four on Android.
- Fewer than 1 in 1,000 removed it.
With Openstage, Lewis Capaldi made the phone wallet a front door to his world: every pass is a member who keeps coming back, and every moment builds the relationship instead of resetting it.
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