Unless you have spent the last year on a deserted island far away from any sort of media or access to the internet, you have definitely, maybe (yeah, there’s going to be a lot of this, so best to just roll with it), seen the announcement of the Oasis Reunion Tour.
Unless the brothers get into a completely out-of-character and unpredictable argument beforehand, the tour is set to kick off in Cardiff TONIGHT (July 4th), and the whole country is ready to don their bucket hats, gel down their curtains and cry their hearts out.
While every Britpop fan readies themselves for the best night of their lives, marketers across the country will be giving a standing ovation for one of the best, probably unintentional, marketing campaigns of all time.
Keep reading, and we’ll find out the story behind Oasis’s masterclass in music marketing and why it has left the Blaze team in awe.
What’s The Story?
The brainchild of brothers Noel and Liam Gallagher, Oasis is one of the biggest bands in UK history. Formed in Manchester in 1991, some might say that Oasis defined a generation of Britpop fans and changed the music scene for the better.
In 2009, Oasis officially ended after Noel and Liam had a backstage fight in Paris, leaving fans worldwide devastated.
Since then, the two have continued to showcase their strained relationship on every possible platform, with fans hoping they would one day get the band back on the road.
Then last year, it finally happened: the skies cleared, flowers bloomed, and Oasis announced their reunion tour. While fans cheered, marketers worldwide quickly recognised the brilliance of their marketing strategy.
There is no doubt that Oasis have made plenty of money on this tour, and what fans don’t realise is that they’ve managed to do so because of a long, well-planned marketing strategy.
Oh, and because of Ticketmaster’s ridiculous dynamic pricing, but that’s a complaint for another time.
If you’re not immersed in the magical world of marketing, you might have missed it, but don’t worry. As Liverpool’s leading digital marketing agency, we make it our mission to stay updated on every marketing success so we can observe, learn, and share our new expertise with clients.
We also have a raging Oasis fan in the office, so it has been hard to avoid talking about the tour.
Tease and Timing: The Power of Delayed Gratification
Though for the last couple of decades it’s felt as though we have been watching the potential collapse of the Gallagher family, the truth is that we have been watching some masterful marketing take place.
The Gallaghers are smart men, and through years of speculation, public feuds and anticipation, they have built something that all marketers strive to achieve- anticipation. Consumers always want something that seems unobtainable, and through years of ‘will they, won’t they’, Oasis has managed to build substantial hype around their reunion.
There have been many occasions over the years where the brothers have hinted at the potential of getting back together, without any real intentions of doing so, but with just enough believability to secure what every brand needs- engagement.
They’ve been dangling their reunion in front of fans like a carrot on a stick, and we have all just been little piggies plodding along behind them, waiting for them to lower the carrot occasionally.
This use of strategic scarcity and suspense has worked brilliantly in their favour, and the sold-out arenas across the country attest to this. Though people who aren’t in marketing may not recognise it, the fans clawing to secure Oasis tickets are real-life examples of conversions happening before our eyes.
We wonder if Oasis bothers with conversion tracking, but with so much chaos among themselves, maybe it’s not their top priority.
Storytelling and Legacy: A Brand That Refused to Die
It’s been well over a decade since Oasis released a new song or even performed together, but somehow, they have never once disappeared into oblivion. They are still talked about constantly, which showcases the power of brand storytelling.
If there is one thing to be said about Oasis, they have branded themselves correctly.
The Oasis brand isn’t about the music alone; it’s about who the band members are and the Britpop revolution they were at the forefront of- they have more than a following; they have a legacy.
The band’s ongoings have played out in the public eye with infamous backstage bust-ups, bitter splits, and constant arguing. They have developed a brand that’s all about authenticity and allowing fans to build an emotional investment.
Amongst the chaos, Oasis became about more than just the music, with fans taking sides in the sibling rivalry and watching what can only be described as a soap opera unfold in front of their eyes.
Oasis has mastered brand legacy, which has made their reunion so powerful; it’s more than a comeback, it’s the next chapter in the saga that fans have eagerly been waiting for, and that just might be part of their master plan.
We can’t help but admire what they’ve done, because we know that having a brand legacy is something that many businesses can only dream about… unless they work with a digital marketing agency in Liverpool that knows a thing or two about branding, cough cough.
How Oasis Has Kept the World Captivated Ahead of The Tour Announcement
In the runup to their tour and its announcement, Oasis has done a great job of keeping the world absolutely captivated, and what they have done should certainly be watched and followed by brands wanting the same.
Some of the ways that Oasis has kept the world captivated on the run up to their tour include:
Scarcity, Exclusivity and Viral Buzz
Upon announcing their tour, they made it clear that there would be limited venues and limited tickets, which built exclusivity around their tour and had people fighting for tickets. Some might say that they played an absolute blinder with how they approached the tour announcement, making their tour the must-attend event of 2025.
With limited tickets available, people rapidly felt FOMO at the chance of missing out. Even casual fans rushed to purchase tickets. The band established the reunion tour as the year’s must-see event, sparking widespread discussion. This buzz created organic, fan-made content that further heightened excitement.
Cross-Channel Hype Building
We have to absolutely commend Oasis for the viral buzz that they created around their tour. They leveraged social media to drop the first hints of their return by sharing a short video flickering with ‘27.08.24’, the date they were set to announce the tour.
Until that point, whether or not they would return was very up in the sky. Still, this single post gave fans the glimmer of hope that they needed and sent everyone into a frenzy of hype, anticipation and excitement. They then engaged in press drops and radio interviews to really stick the landing.
It is amazing what one little post on social media can do for your business/brand.
Oasis knew what they were doing and the significance of their reunion, issuing a statement saying, ‘The guns have fallen silent. The stars have aligned, and the great wait is over.’
Now, if any other brand or figure posted something like that, they would probably be met with laughs, but Oasis are Oasis, and they can do whatever they want.
Emotional Marketing: Tapping Into Nostalgia
If there is one feeling that Oasis ignites in people across the UK, it’s nostalgia. The fans who are buying tickets to see them this year are not doing it with 2025 in mind; They’re travelling back in a time machine to the 90s, a period when life was simpler and many Oasis fans were in the prime of their youth.
Nostalgia marketing connects with consumers in a way that no other can, connecting with their emotions and bringing back moments and memories for fans. Many people are not the same people they were in the 90s, and this reunion provides an opportunity for everyone to step back and reconnect with the people they once were, who now feel half the world away.
This emotional payoff is what sells out stadiums and brings fans together.
For those who exit this blog section clutching that bittersweet, existential ache, first, our deepest apologies. Second, let that feeling linger, and picture how fans nationwide felt when the tour was announced. That’s a sentiment that brands rarely capture.
Takeaways For Brands
Now, besides the Blaze team being massive fans of the band, you might be curious why we chose to cover the reunion in a blog. Well, as we’ve mentioned a few times, the tour has been a stellar example of clever marketing, with plenty of lessons for brands to learn.
If you are a small business or an up-and-coming brand looking to improve your marketing, here are some takeaways from the Oasis reunion tour you should take on board.
Play the Long Game
At Blaze, we have encountered plenty of brands that want the instant gratification of overnight success and huge sales within the first few months of operations. Unfortunately, if you do not have an established brand or you do not achieve virality, that just isn’t going to happen.
You have to remember that Oasis didn’t have a single product launch or song release for well over a decade, and people still anticipated their return. If you want your business to last and impact your industry, you have to build a brand with lasting power and try not to get caught up in short-term wins.
The team at Blaze have helped to establish brands with a big reputation in Liverpool, and we have been instrumental in helping our clients establish lasting power.
Just look at the popularity of POW8R in Liverpool, our paid ads, SEO and web development services have been absolutely instrumental in building their brand, so if you want to achieve the same notoriety, you need a great marketing team on your side.
Tell a Story
As we’ve already established, Oasis is more than music; it’s a saga. Every brand needs a narrative arc, and boy, did Oasis establish one of the most talked-about narratives in the world.
People feel a personal connection with Oasis; they know about the brothers’ tensions, modest beginnings, and even the ins and outs of their relationships.
Now, by no means are we saying that you should inject all of the drama of your personal life into your business, but you should make sure that your personality and story are showcased through your business.
People remember stories, and they remember the people behind your brand, so make sure that you’re adding that personal touch to your business.
Use Emotion
Since its inception, Oasis has tapped into the UK’s emotional core. The band’s family drama has captivated the global audience, even though it doesn’t directly involve us. This is partly because many of us relate to strained family relationships and partly because the drama has played out on such an intense, emotional scale.
Emotion works really well when connecting with your customers. Whether that emotion is hope, humour (big tick for Blaze), or nostalgia, your customers’ emotions are going to drive their decision-making and influence their investment in your business, so really make the most of it.
Build Anticipation
The best launches aren’t just events; they’re moments. Oasis fans didn’t simply wake up and buy tickets; they watched, waited, and counted down like they were part of a secret club. Tease your releases, drop hints, reward patience, and make your audience feel they’re part of something bigger than themselves.
One way you can do this is through sneak previews on new products or marketing the opportunity for discounts on your business, all of which will build hype and anticipation for your brand.
Think Beyond Your Product
The reunion tour isn’t just about the music; it’s a full-blown extravaganza! Expect merch, documentaries, playlists, interviews, and maybe a surprise or two. Don’t just sell your service, craft an entire universe around it. Build brand experiences that keep fans hooked and coming back for more.
Still not convinced that this method works? Just take a look at the success of the Minecraft movie and the whole experience they built around it, trust us, it works.
Embrace Digital-First Channels
By now, you should know that Blaze is a huge advocate for social media’s impact. Every brand should use social media and engage in social media marketing if it wants to succeed in today’s world.
Even the middle-aged members of Oasis recognised this, making most of their major announcements for the tour on social media. Make sure that your brand has a social media presence and get a social media manager on your side.
Grow Your Business With Blaze Media
If you’ve made it to the end of this blog, we suggest counting up how many Oasis references you caught while reading. Some might say that our copywriter spent far too much time putting them in and laughing, so make the most of them.
We think it’s clear that in this blog, we have established the marketing genius behind the Oasis reunion tour and outlined all of the tour’s aspects that you can apply to your marketing and branding.
Now, go forth, r’kid, and make Oasis proud with your brand new marketing strategy- or alternatively, you can get in touch with our team, and we can do the heavy lifting for you.
