Beyond being a ticketing success, Al Shami’s first ever concert in Norway on September 6, 2025, was a digital masterclass. The event, part of the “Glow Of Arabia” festival, demonstrated the power of a unified digital strategy in building overwhelming momentum for a live show.
The results speak for themselves: over 331,000 fans actively supported the event online in the lead-up. This massive engagement translated directly into commercial success, with more than 15,000 clicks on the ticket link and a completely sold-out venue. Notably, over 12,000 of those tickets were sold through Songkick alone, a testament to the digital campaign’s effectiveness.
The strategy, guided by So Pink Management, was meticulously timed. The marketing promotion for the Oslo concert began in conjunction with two major career milestones for Al Shami: his nomination as a judge on The Voice Kids Arabia and the launch of his new single, “Bethoon”. Released on august 29, 2025, the single was an international smash, rocketing to #2 on the global YouTube trending charts and garnering over 11 million views in less than eight days. This created a perfect storm of visibility and excitement that fueled the concert’s buzz.
The Oslo concert was the second stop on Al Shami’s European tour, which also includes dates in Sweden and Germany, further cementing his status as a rising international star. The post-concert digital sentiment was overwhelmingly positive, with fans praising the premiere nature of the concert and the incredible online build-up that made them feel a part of the event from the very beginning.
This landmark event was made possible by a dedicated and collaborative team:
- Artist Booking: So Pink Management
- Digital Strategy Guidance and Product Management Guidance: So Pink Management
- Festival: Glow Of Arabia
- Production, Marketing, Sales & Operational Execution: Brand Altitude, Oslo
- Venue: Gateway Studios, Fornebu
- Head of Project at Glava: Bernard Nassif