Disciple

Case studies ➜ Luke Bryan

Luke Bryan

Country star Luke Bryan brought more than 400,000 fans closer to the tour and to each other in his own app — a paid community where subscriptions cover the running costs and fans post, message, and meet in person.

Luke Bryan

Category

Hobby

Location

Global

Read time

2 min read

An artist and his community

Luke Bryan is an American country singer and songwriter. His community brings more than 400,000 fans closer to Luke, his team, and each other. The app supports both access and participation: Luke and his team share life around the tour, while fans post their own content, message one another, and carry those relationships from the app into in-person meetings.

Why an app, not another feed

Luke launched the app in July 2015, just before the release of Kick the Dust Up and the stadium tour that followed. His team wanted a more personal way to share selected moments without broadcasting everything through open Facebook and Twitter feeds. They also wanted fans to take part and connect with one another, rather than only receive announcements. A paid community created room for exclusive content and merchandise while keeping the wider social channels for broad updates.

Inside the Luke Bryan app

The app gives members regular updates from Luke and a view of his time on the road, and the LBO Wall adds posts from his entourage and crew. Fans create and share content, talk through direct and group messages, and arrange to meet in person. Live streams let Luke share selected moments with the community, and the feedback inside the app helps him understand what fans are thinking—including ideas that can inform tour set lists. Premium members pay for exclusive content, and the app also supports offers such as limited-edition merchandise, tour posters, and mobile accessories.

A closer, self-sustaining fan base

The community has grown to more than 400,000 fans, with member posting, messaging, and in-person meetings replacing the need for broad social-media broadcasts. Subscription income covers the cost of running the community and provides additional revenue, while merchandise adds another commercial route inside a group already gathered around Luke's work. Luke and his team also gain a direct view of what fans think, giving the relationship influence well beyond content distribution. As his team put it, "It's been an incredible first year in the Luke Bryan app. Luke has been able to share his world in a more intimate way with his fans. Our partnership with Disciple has been beyond gratifying, and we honestly can't wait to take it further."

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