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When Chappell Roan began contemplating her return to the stage after the biggest year of her professional career — one that included a series of record-breaking festival performances and culminated in a Grammy for best new artist — she had a clear vision for how she wanted to do it.

“She loves the feeling of a festival-style show, where people can dance and be free of fixed systems,” says Kiely Mosiman, one of Roan’s agents at Wasserman Music. “So we came up with the initial idea of, essentially, building festival sites — but just for Chappell’s show.”

Members of Roan’s live team will speak at Billboard‘s Live Music Summit, which will be held Nov. 3 in Los Angeles. For tickets and more information, click here.

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Together with Mosiman and Roan’s team at Foundations Management, Roan devised a series of fall pop-up performances in New York, Los Angeles and Kansas City, Mo. — the biggest city in her home state — directly catering to her biggest fans. But Roan’s camp was concerned that, rather than reaching the hands of those fans, the bots and scalpers that troll high-demand concert on-sales would scoop up tickets for the shows, looking to flood the secondary market with up-charged tickets and make a healthy profit on resales.

Roan outlined that focus in a July Instagram post announcing the eight dates that would begin Sept. 20 in New York and run through Oct. 11 in L.A. “Because we’re only coming to three cities,” she wrote, “I wanted to make sure 1. we’re keeping ticket prices as affordable as possible and 2. we’re trying to keep them away from scalpers.”

That’s easier said than done. In an era of soaring concert ticket prices and a bot issue that has become so pervasive that Congress has gotten involved, star artists — particularly those who exploded in popularity as quickly as Roan did over the past 12 months — are often frustrated by the difficulties in reaching their biggest fans and catering to those who supported them from the beginning.

To do so, Roan and her team turned to Fair AXS, a program by ticketing partner AXS that aimed to deliver on her vision. As opposed to typical tour rollouts, which usually employ a presale and a general on-sale and are often inundated by bots that buy out inventory instantaneously and astronomically inflate prices on the secondary market, Fair AXS took a slower, more methodical approach. Fans signed up over a three-day period, after which AXS used a proprietary system to verify that each registrant was a real person who maybe even had purchased Roan tickets in the past. AXS then delivered a list of such registrants to her agents at Wasserman. The AXS team released a tranche of ticket-purchasing invitations to fans across a 24-hour period and then, based on the ratio of those fans who actually purchased the tickets, released a second tranche the following day and a third the day after. The result takes much longer than a traditional on-sale — and naturally eschews the “instant sellout” publicity rush — but the demand for Roan was such that there never needed to be a fully open public on-sale, and the process delivered on her goals.

“When you have an artist that wants to do something like this and then you have really strong agents and managers in their corner who will take the time to agree on a plan, it’s incredibly effective,” says Dean DeWulf, head of venues, North America at AXS. “She chose to focus on fairness for her fans, even when she could have priced tickets higher.”

Still, for Roan, the result paid off handsomely: The first six shows of the run — four at Forest Hills Stadium in Queens and two at Liberty Memorial Park in Kansas City — grossed $15.4 million and sold 123,000 tickets, according to Billboard Boxscore, with the two L.A. dates yet to be reported. The process took around two weeks, between the three-day registration window, the seven days during which AXS vetted millions of registrations and the three days of offering the approved fans tickets. But just as important to her team at Foundations, Wasserman and AXS was the response to the shows, where almost every attendee was outfitted in cowboy hats, glitter and hand-made costumes.

“It really did feel like everyone was a part of a community in a way that I haven’t felt at a show in a really long time,” Mosiman says. “I think sometimes it gets lost how much Kayleigh [Amstutz, Roan’s real name] really does care about fans and their experience. And she absolutely was part of this process, putting in the work from day one to do it at this scale.”

Scale, now, is the big test for this program. It has been around for several years but has been used most often for one-off specialty shows, such as big-name underplays at small venues (Paul McCartney used it, for example, when he played California’s 4,500-capacity Santa Barbara Bowl in September) or at special venues like Red Rocks in Colorado. Acts such as ODESZA, Vampire Weekend, Billy Strings and Sturgill Simpson have used it, while perhaps the biggest proof of concept came from Zach Bryan’s tour in 2023, which utilized the program across its entire 32-date run, with face-value resale exchange. In late October, the Iowa festival Hinterland announced that it will use Fair AXS for its 2026 edition, becoming the first festival to deploy it.

And while artists may be leaving money on the table — the general admission price for Roan’s shows was $99 when they could have easily been priced much higher — there are other benefits the program provides artists, in addition to fostering community and rewarding the loyalty of devoted fans. “Artists are so disintermediated from their fans today,” DeWulf says. With this program, “they can actually know who the fans are. Being able to give that information to not only the artist camp but also to the promoter is very helpful for them to understand where the fans are, to route the tour to bigger venues next time and add more shows.”

Roan’s next move, as she put it in her announcement, will be “going away to write the next album.” And when she tours behind that release, it will be on the arena — or, perhaps, even the stadium — level. But her connection with her fans in the live environment has now been cemented — and AXS may have a solution to the increasingly impersonal process involved in establishing that connection.

“Ticketing, over the last 20 years, has become so monolithic, so opaque, so confusing, and it’s made it easy for bad actors to completely arbitrage the tickets, create scarcity and inflate prices,” DeWulf says. “But at the end of the day, ticketing is deeply personal. We’re in the fan connection business, and people care so deeply about these artists. That connection that we’re powering is so human and personal. And this is a very personal approach.”

This story appears in the Oct. 25, 2025, issue of Billboard.