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Passport Playbook for Musicians
Passport Playbook for Musicians

Push notifications let you bypass social media clutter and connect directly with your audience, driving excitement and action at key moments

Updated over a month ago

Step 1: Build Your Strategy

Your Pass is a backstage pass to your world. Make it valuable and fan-focused. Here’s an example:

Why Fans Will Add It:

  • Early access to new music.

  • Exclusive merch drops and ticket pre-sales.

  • Behind-the-scenes updates and VIP invites.

  • Be the first to hear new releases.

Cadence

  • 1–2 notifications per week during active periods (releases, tours).

What to Include:

  • First dibs on music, merch, and tickets.

  • Studio sneak peeks or interactive polls.

  • Day-of reminders for shows and events.

Step 2: Design Your Pass

Use this step-by-step guide to create your pass. Your Pass should be bold, dynamic, and instantly recognizable.

Front of Pass:

  • Pass Name - Your artist name or fan club name

  • Logo & Notification Icon - We recommend that you use your existing logo or social media profile picture so it’s immediately recognizable

  • Cover Image - Use album art, a tour photo, or even promotional banner for your upcoming drop

  • Choose the background color that matches your branding with a black or white display text color to that contrasts with the background

Back of Pass

  • Featured - Highlight up to three key things your audience will love to see at a glance such as your latest song on Spotify, upcoming show, or campaign

  • Connect - Add your social links here like Instagram, Twitter, and YouTube

  • Deals From Our Partners - Collaborate with brands or sponsors to offer your audience exclusive perks or discounts. This builds loyalty and creates additional value for your fans.

Once your pass is published, add it to your phone to ensure it looks and feels on-brand.

Step 3: Get Fans to Add the Pass

Share your pass link on these various distribution channels to turn followers into Pass holders:

Social Media: Post teasers with a QR code or link. “Big news coming—add my Pass now for first access 🎧.”

At Live Shows: Display QR codes on stage or at merch tables. “Scan this for tonight’s setlist and afterparty details!”

Merch Inserts: Include cards with QR codes in every order. “Thanks for ordering! Add my Pass for exclusive updates.”

Tour Announcements: Add QR codes to posters and videos. “Tickets drop soon—Pass holders get early access!”

Fan Challenges: Run interactive contests. “Tag me in your best dance vid to [Track Name] and add my Pass to win!”

Streaming Profiles: Link to your Pass in your Spotify or YouTube bio. “Never miss a release—add my Pass!”

Step 4: Keep Fans Engaged with Push Notifications

Push notifications keep you top-of-mind between big moments.

What to Send:

  • Drops: “It’s here! Stream [Track Name] now 🎧.

  • Tour Updates: “Early tickets for [City] are live for Pass holders 🚀.”

  • Merch Launches: “Limited-edition [Merch Item] just dropped! [Link].”

  • Interactive Content: “Vote for my next track name! Tap to choose 🎶.”

How Often:

  • 1–2 times per week max.

  • Prioritize high-value updates like releases or tickets.

Step 5: Update Your Pass Dynamically

Keep your Pass fresh with your latest content by updating visuals and links:

  • New Links: Update to Spotify tracks, ticket sales, or merch pages.

  • Visual Refresh: Swap out album art or add seasonal themes.

  • Live Updates: Add “Today’s Setlist” or exclusive event details.

Need Assistance?

For support in implementing these strategies with Passport, join our Slack community - we’re dedicated to helping you elevate your reach and engagement.

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