No matter where you stand on the Oasis reunion - feverish ticket anxiety or couldn’t care less - there’s no denying that the Gallagher brothers have dominated the news this week. 

A huge part of that is their nostalgic appeal (and let’s be honest, being excited about something in 2024 feels like a win right now), but it was also part of an excellent marketing strategy that unfolded (almost exactly) as planned. 

In this blog, we’ll uncover how the rumour mill started and how the mighty Oasis marketing machine went into overdrive, expertly driving one of the biggest music stories this year. 

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Timeline 

August 24th: Rumours start of an Oasis reunion with some press leaks to radio discussing how ‘good sources’ have confirmed a reunion is on the cards. This is just the latest bit of speculation surrounding an Oasis reunion. 

August 25th: A Sunday Times piece ramps the tension up further, claiming ‘industry insiders’ have confirmed the brothers were set to perform a string of gigs next year, including shows at London's Wembley Stadium and Manchester's Heaton Park. Meanwhile, Liam starts stirring up rumours on X, telling fans he ‘never liked the term FORMER’ and telling fans he would see them ‘down the front’ at Heaton Park next summer. 

August 26th, 8 am: 9x16 Video assets go up across all Oasis pages with just a date and time for 24 hours time

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August 27th, 8 am: Another early start as the reunion tour is announced with tickets on sale in 4 days. The accompanying video is a nostalgia-filled 1 min 30 montage of their big hits with some artist voiceover:

August 27th, 9 am: An hour later, the social media banners change. This is followed by another social post of a photo with a quote, while the marketing also moves to Noel and Liam’s social media channels. 

August 27: Radio and social media predictably go wild. Oasis tracks dominate radio playlists and the news makes headlines across the world. 

August 28th: The only real hiccup so far as Oasis announces there’s a pre-ticket ballot fans can enter to try and ease the ticket pandemonium. Perhaps understandably, the site is slow to offer fans sign-up confirmation with many emails taking up to 24 hours to be sent. 

Main takeaways 

Consistency of message - clear, concise and simple messaging across all social media platforms. A good range of videos, static videos and short, punctual text clearly communicate the details. 

Social media rumours - Liam is renowned for his social media presence, so it made a lot of sense for him to tease rumours and ideas on his X platform (with a cool 3.7m followers).

Excellent timing - Liam was headlining shows at Leeds and Reading Festivals, putting him in the public spotlight and on nationwide BBC coverage. 

Watertight NDAs - hundreds, if not thousands, must have known about the tour and yet there was not one leak. 

Limited information - the Oasis 25 campaign offered few details. This led media and social media sites to fill the void with speculation, further driving the conversation and keeping the Oasis reunion at the top of the news feeds. 
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Conclusion 

There’s no set template when it comes to announcing live tours - but there are plenty of ways you can quickly mess it up. However, the Oasis marketing campaign rolled out on time and with maximum efficiency, quickly establishing Oasis as the main news story in the UK and beyond. 

Nostalgia marketing - or Be Here Nowstalgia marketing, done to perfection. 

Right, who can get us tickets? 

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