Demi Lovato’s fans may soon be dictating her tour stops in Europe…
The 21-year-old part-Mexican American pop star has joined forces with Shazam for a first-of-its-kind partnership that will put her fans in the driver’s seat of her tour van.
The partnership will yield a European tour schedule for Lovato generated by the tags she receives on the audio identification platform until the end of May.
“This is a fantastic way for Shazam to help Demi Lovato fans across Europe easily cast their vote to have her play in a city near them,” said Peter Szabo, Shazam’s head of music, in a statement.
The deal is similar in intention to Shazam’s recent deal with Warner, which allows the label to plumb the depths of Shazam’s data for insights into its current — or soon-to-be — artists. It’s likely that Warner would use that data in a similar fashion to the Lovato deal, tailoring tour schedules and outreach to specific regions.
“I am thrilled to collaborate with Shazam on such a unique promotion which puts my future in my Lovatics’ hands by allowing them to pick which cities I visit!” says Lovato, who announced the deal in a video posted to Facebook.