CASE STUDY · MUSIC
Veryshow Productions
Two waves of promotion for LiSA's first UK headline show, from the tour announcement in February 2026 to the Troxy in September.
Sector: Music · Services: Editorial, Sitewide Ads, Social, Newsletter, Giveaway, Print
THE SHOW WE PROMOTED
LiSA's first tour of Europe and the UK.
LiSA LiVE is Smile Always～15～ Europe & UK Tour 2026
LiSA, the singer of anime theme songs including "Gurenge" for Demon Slayer and "crossing field" for Sword Art Online, marking 15 years since her solo debut.
First UK headline show · Final date of the tour · Troxy, London
Tuesday 22 September 2026
THE PARTNERSHIP
How the partnership came about
Veryshow Productions is the French promoter that took LiSA on her first tour of Europe and the UK, with dates in Milan, Düsseldorf, Paris and London. The tour's marketing team got in touch with Japan Nakama in January 2026, on the day London tickets went on sale. Veryshow supplied artwork, banners and a pair of tickets, and we built a first wave around the announcement in February and a second wave in the weeks before the Troxy show.
OUR APPROACH
How we ran the campaign
Editorial
We announced the tour on 12 February 2026 and followed it the next day with A Guide to LiSA, an introduction to her music for new listeners. Both pieces were spotlighted on our homepage. Before the show we refreshed both articles with the latest details.
Two articles, 12 and 13 February 2026
Setlist feature
For the second wave we published LiSA at the Troxy: The London Setlist and the Stories Behind It on 6 August 2026. It gives fans a reason to come back to Japan Nakama before and after the show.
Feature, 6 August 2026
Sitewide Ads
The three banner sizes Veryshow supplied ran across japannakama.co.uk from 18 February 2026 into March. They kept the London date in front of readers across the site while the articles were fresh.
Three banner sizes, February to March 2026
One Instagram Reel introduced LiSA to our followers and pointed them to the London show. It went live alongside the first two articles.
Instagram Reel, February 2026
Newsletter
Our first newsletter feature, "LiSA's First UK Show Ever", went out on 15 February 2026. The second wave added sends on 11, 24 and 27 August 2026, covering the setlist feature and the giveaway.
15 February, 11, 24 and 27 August 2026
Giveaway
Veryshow set aside a pair of tickets for the Troxy show, and we ran the giveaway on Instagram and by email. The winner was announced on 29 August 2026 and collected the tickets at the box office on the night.
Winner announced 29 August 2026
A full page advertorial ran in the spring 2026 issue of ZonePress, the free bilingual Japanese and English quarterly magazine found in Japanese restaurants and venues across London, including Japan House and Japan Centre. The issue was out by 23 March 2026, six months ahead of the show.
ZonePress spring 2026 issue
THE IMPACT
What it added up to
What the two waves gave Veryshow Productions in London, in plain terms.
IN FRONT OF THE RIGHT FANS
Anime and Japanese music readers
The London date reached readers who already follow Japanese music and anime, on Japan Nakama and in the pages of ZonePress.
A SEARCHABLE HOME
Three articles that stay live
The announcement, the guide and the setlist feature give LiSA a lasting presence on Japan Nakama for fans searching her name.
TWO WAVES
Visibility early and late
The first wave rode the announcement in February and the second kept the show in view in the final weeks before the night.
ENGAGEMENT AND INTENT
A giveaway that put a fan in the room
The ticket giveaway gave followers a direct reason to engage, and the winner was at the Troxy on 22 September.
“Thank you, this is great !”
Gaëlle Pitrel, Tour Marketing and Ticketing Manager, Veryshow Productions
WORK WITH US
Bringing an artist to London?
Tell us about the tour and we will put together a campaign for Japanese music fans in the UK.