Case Study
Live Tour, Sold Out
The Know For Sure podcast had a community that wanted more than audio. Through JNF, the agency I co-founded, it became a live product: a sold-out multi-city tour, plus standalone B.Simone & Friends shows in London and Dallas, designed to feel like a show from the moment you walked in.
Sold-Out Multi-City Tour ✦ Dallas to London ✦ Podcast Turned Live Show ✦ Fully Branded Experience ✦ Merch That Moved ✦
Sold-Out Multi-City Tour ✦ Dallas to London ✦ Podcast Turned Live Show ✦ Fully Branded Experience ✦ Merch That Moved ✦
Sold-Out Multi-City Tour ✦ Dallas to London ✦ Podcast Turned Live Show ✦ Fully Branded Experience ✦ Merch That Moved ✦
Sold-Out Multi-City Tour ✦ Dallas to London ✦ Podcast Turned Live Show ✦ Fully Branded Experience ✦ Merch That Moved ✦
The Gap
Podcasts were everywhere. Podcast tours that actually felt like shows were not.
Know For Sure had what most shows never get: a community that showed up every week and wanted more. But there was no playbook for turning a podcast into a touring live product. Touring infrastructure was built for musicians and stand-up comics, not for two hosts and a fanbase that lived online. Someone had to build the show itself: the format, the production, the brand experience, the merch line, the marketing engine that filled rooms city after city. That was my lane, leading the work through JNF, the agency I co-founded.
The plan was to disrupt traditional podcast filming and make it a show. A commercial entry instead of a cold open. QR codes in the room so the audience could engage live. Performances woven into the run of show. Fully branded from the moment you stepped inside, from the stage to the merch table. Then the harder part: moving that experience city to city, and carrying it overseas and back home to Dallas, without any of it breaking.
By the Numbers
Sold Out
City after city, across the tour and the standalone shows.
2 Hour
Floor seats for the first live show, gone within an hour.
2
Continents. Sold-out rooms from Dallas to London.
The Build
Concept & Format.
Define what a podcast looks like on stage. The format was built from scratch: commercial entry, QR codes for live audience engagement, performances inside the run of show, and a structure that turned a weekly audio habit into a night out.
Production & Logistics.
The logistics machine behind a moving show. Venues, AV, staging, rehearsals, vendor management, talent coordination, and the project management systems that let the same show land in a different city week after week without falling apart.
Rollout & Brand.
Brand strategy for the tour itself. Visual identity, announcements, ticket strategy, and a merch line built as an extension of the brand, designed and produced to sell, not just exist.
Marketing & Content.
The campaign that filled the rooms. Content strategy, commercial spots and show visuals produced in-house, and city-by-city pushes that converted an online audience into ticket buyers.
Show Day & Management.
Run of show execution, merch and sales operations, video capture, artist coordination, and real-time problem solving, from the first cue in London to the last one in Dallas.
Inside
A full room is one thing. The energy is what kept it selling out.
Anyone can fill a venue once. What kept this tour selling out was what happened inside the room: the energy, captured on camera and fed back into the brand, and an enthusiasm that turned every show into marketing for the next one. The audience didn't just attend. They became the proof that sold the next city.
In the Press
Coverage came because the product was different: a podcast selling out theaters like a headlining act.
Outcomes
A podcast is not just content. Built right, it's a touring business.
Live experience is a product. Format, production, and brand turned a weekly show into rooms that sold out city after city.
The format travels. The same thinking that built the tour carried standalone shows from London to Dallas, sold out on both sides of the Atlantic.
Brand, merch, and logistics are one system. The merch sold because it was brand strategy in physical form, and the tour moved because project management connected every team, vendor, and artist behind it.