Tapping into verified fandom: Disturbed establishes 110,897 direct-to-fan connections on its 25th anniversary tour

24 May 2025 - Press release

Powered by IYK's Verified Fandom platform, Disturbed identified 37% of the fans who attended The Sickness 25th Anniversary Tour, establishing over 110k direct connections with fans via its NFC-tagged merch, VIP passes and show check-ins

During the North American leg of The Sickness 25th Anniversary Tour, metal legends Disturbed reached a notable milestone: 110,897 fan profiles created through their NFC-enabled fan engagement strategy. 

Artists often lack direct access to their own fan data, which is usually collected by third-party companies rather than directly by the artists themselves. This data gap is especially challenging in live music, artists and management teams don't know exactly who shows up for their shows. 

Powered by IYK's Verified Fandom platform, the band has created a direct way to identify, recognize and reward their most dedicated fans with instant access to exclusive content, seat upgrades, and special experiences.

Fans have three ways to engage: checking in via geo-gated QR code at the venue during a show, tapping their VIP badges and/or tapping their recently-acquired merch via the Disturbed IYK portal. For the merch, fans simply tap their phones on special NFC-powered labels embedded in tour merchandise to unlock rewards instantly. 

The results speak volumes about the impact of embedded technology for deepening the artist-fan relationship: 

• 37% of fans in attendance interacted with a QR code or NFC tag

• 87% of these fans were net new contacts, helping the band boost their first-party fan data while rewarding loyal supporters.

 

For artists and their management teams, unifying fan touchpoints into an actionable fan data ecosystem enables: 

• A holistic view of fan journey across all touchpoints

• Real-time fan data for tour optimization and long-term marketing

• Instant reward distribution (exclusive content, seat upgrades, music)

• Easy integration with existing marketing tools

By leveraging QR codes and NFC chips to connect with fans, artists can not only say thanks to their most loyal supporters but also expand their direct-to-fan ecosystem for more long-term community building. 

 

These loyal fans are the backbone of longevity for an artist's career. With IYK's verified fandom strategy, the team was able to move beyond assumptions or social metrics and instead see, track, and reward superfans based on real-world behavior. This campaign didn't just reward fandom—it made it measurable, says Myles Grosovsky at Q Prime Artist Management:

"Disturbed fans have always been passionate. In our partnership with IYK, we were searching for a solution to see the band's fans in a new way, connect with them, and thank them in real time. This wasn't just about tech, it was about creating a moment for the Disturbed community to feel recognized and rewarded. We have a new lens into Disturbed's fanbase."

These impressive results underscore the value of a connected fan engagement strategy for artists, especially when it comes to making sure that fans who attend shows are recognized far beyond the show itself, says Morgan Coates, Head of Music Partnerships at IYK:

"Fans want more ways to engage with their favorite artists. With IYK's platform, Disturbed is able to move beyond assumptions or simple social metrics and instead see, track, and reward superfans based on real-world behavior. These connections can then be integrated into the band's long-term fan engagement strategy to deepen bonds with their best fans."

This further expands their fan ecosystem - and will be a valuable resource over the long term, Coates concludes:  

"Crossing 100,000 verified fan connections is more than just a number—it's proof that artists can now build direct, data-powered relationships with their most loyal fans. We're turning IRL moments into digital continuity, giving artists a complete view of their superfans so they can be recognized, rewarded and engaged not only at a show but afterwards as well."

Disturbed's North American tour ended May 17 in Las Vegas and the European tour kicks off September 28 in Copenhagen, Denmark.

Tour Impact

• 110,897 total fans identified

• 87% of fans identified are net new to the band's fan CRM

• 37% of fans interacted with a QR code or NFC tag

• 85,716 venue check-ins recorded

• 39,976 merchandise items claimed

Why This Matters for Artists/Managers 

• Fan Data Visibility 

  • Artists often lack direct access to their own fan data

  • Thousands of fans attend shows and buy merch – yet artists don't know who they are

• Building Fan Communities 

  • These direct connections are key, as the band can engage with these fans in creative ways and build community over the long-term

• Revenue Diversification: 

  • Fan data is extremely valuable, as superfans generate an estimated 50-80% of an artist's overall revenue

  • This also creates additional revenue opportunities through a digital-first approach that extends beyond live tours

Why This Matters for Fans

• Access to Artists

  • These moments provide fans new opportunities to get closer to their favorite artists, whether BTS content, merch giveaways or upgraded experiences

• Proof of Fandom

  • The digital footprint is a new way to signal fandom and affinity with the artist

• Direct Artist Support

  • Fans are looking for ways to directly support their artists rather than third-parties