The on-sale is a fixed minute, announced in advance and pushed by everyone at once. Most European shows go up on a Friday morning at 10:00.
What has to be ready
- Artwork with the correct billing and the venue's name spelled right
- The ticket link live on every channel at the same minute
- Posts scheduled by artist, venue and promoter
- Press and radio timed to the same day
What happens after
For a known artist, the first 48 hours carry the largest share of the sale. That burst is what the promoter reads before deciding whether to add marketing spend, move the show, or open a second night.
Common mistakes
Announcing before the link is live. Going on sale in a holiday week. Publishing before the Presale audience has been told, which spends the mailing list's goodwill and buys nothing with it.