355 Cody DeLong's Fan Data Playbook – VIP, Pre-Sales, and Direct-to-Fan Revenue

Most independent artists walk away from a live show with whatever the ticket sales and merch table produced. Cody DeLong has spent more than a decade helping artists find what's left on the table, and it turns out there's quite a bit. Cody is the CEO and co-founder of Sound Rink, a live-music technology company focused on VIP experiences, artist pre-sales, and direct-to-fan commerce. He started his career booking shows for punk and emo bands, co-founded Armada Merch, and built Sound Rink into a platform that helps artists of all sizes capture more revenue from their live shows — and own the fan data that makes future shows more profitable. In this conversation, Cody breaks down how independent artists can start capturing fan data and earning incremental revenue from live shows, even before they're running VIP packages. He explains what a superfan actually looks like in practice, why most artists don't own the data from their own ticket sales, and how to build the kind of direct fan relationships that pay off across an entire career — not just one tour. Cody also gets into why pre-sale ticketing is the right entry point for most independent artists, what needs to be in place before a VIP offering makes sense, and where artists leave money on the table when they do run one. He covers what label deals can do to a mailing list, why an artist who only tours once a year may have more leverage than they think, and why building a mailing list is still the most important thing an artist can do right now. For show notes and episode a list of past episodes, please visit UnstarvingMusician.com. Support the Unstarving Musician The Unstarving Musician exists solely through the generosity of its listeners, readers, and viewers. Learn how you can offer your support at UnstarvingMusician.com/CrowdSponsor This episode was brought to you by Podcast Startup. Ready to launch your podcast or take it to the next level? Podcast Startup gives you the frameworks, systems, and insider knowledge to build a show that actually grows your audience and serves your goals. Whether you're just getting started or looking to improve your existing podcast, you'll get actionable strategies on equipment selection, content planning, audience building, and sustainable production workflows—without the overwhelm. Learn more at UnstarvingMusician.com/PodcastStartup. Join podcasters who are building shows that last. Resources The Unstarving Musician's Guide to Getting Paid Gigs, by Robonzo Dreamhost – See the latest deals from Dreamhost, save money and support the UM in the process. More Resources for musicians Disclosure: Some of the links in this post are affiliate links. This means I make a small commission, at no extra charge to you, if you purchase using those links. Thanks for your support! Stay in touch! @RobonzoDrummer on  Instagram @UnstarvingMusician on Facebook  and  YouTube