MAINSTAY TOURING PRESENTS
YE LIVE IN LOS ANGELES
MARKETING PLAYBOOK — RESTRICTED ACCESS
INVALID CODE. CONTACT MIKE JOHNSON.
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YE LIVE IN LOS ANGELES
SOFI STADIUM · INGLEWOOD, CA · APRIL 3, 2026 · ONLY PERFORMANCE IN LOS ANGELES
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ANNOUNCE VIDEO: LINK COMING MONDAY
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ASSETS: GOOGLE DRIVE →
MARKETING OBJECTIVE
YE LIVE IN LOS ANGELES is a singular, culture-defining stadium event — one night only at SoFi Stadium on April 3, 2026. Ye has not performed his catalog in the United States in over 10 years, making this one of the most anticipated live performances in a generation. For thousands of fans, this is the moment they’ve been waiting for — a once-in-a-lifetime opportunity to witness one of music’s greatest artists perform his iconic catalog live on the stadium stage. There is no other date. There is no other chance.
CONTACTS
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SUGGESTED AUDIENCE AFFINITY TARGETING
CORE RAP / HIP-HOP
Travis Scott, Kid Cudi, Pusha T, Big Sean, Chance the Rapper, 2 Chainz, Lil Wayne, Meek Mill, A$AP Rocky, Drake, J. Cole, Kendrick Lamar, Future, 21 Savage, Lil Baby, Gunna, Playboi Carti
GOSPEL / SPIRITUAL CROSSOVER (JESUS IS KING / SUNDAY SERVICE)
Kirk Franklin, Sunday Service Choir, Lecrae, NF, for KING & COUNTRY
POP / CROSSOVER (MY BEAUTIFUL DARK TWISTED FANTASY / 808s ERA)
Frank Ocean, The Weeknd, Beyoncé, Jay-Z, Rihanna, John Legend, Bon Iver
FASHION / CULTURE / STREETWEAR ADJACENT
Supreme, YEEZY, Off-White, Louis Vuitton, Balenciaga, VLONE, Jordan Brand enthusiasts
INTEREST / PILLAR TARGETING (STACK WITH AFFINITIES)
“stadium rap,” “hip hop legends,” “Ye,” “Kanye West,” “YEEZY,” “Sunday Service,” “Donda,” “The College Dropout,” “Graduation,” “Watch the Throne,” “live concerts,” “ticket presales,” “hip hop culture,” “streetwear,” “Chicago hip hop,” “SoFi Stadium,” “Los Angeles concerts”
MULTI-PLATFORM STRATEGY OVERVIEW
MEDIA / DIGITAL AD SPEND — TBD AFTER ON-SALE
STRONG ON-SALE
Accelerate paid Meta spend across LA/SoCal; retargeting for cart abandoners; geo-targeted streaming audio. Double down on “First U.S. Performance in Over 10 Years” creative across all paid channels.
MODERATE ON-SALE
Activate secondary market remarketing; SoFi Stadium newsletter blasts; OOH in feeder markets (OC, Inland Empire, San Diego, Las Vegas). Reinforce once-in-a-generation urgency messaging.
SOFT ON-SALE
Dynamic pricing promotions; deal-seeker campaigns via email/mobile; radio/streaming “last chance” sweepstakes. Lean hard into One Night Only — No Other Date. First U.S. Show in Over 10 Years.
RADIO / STREAMING
“Win It Before You Can Buy It” sweepstakes, countdown promotions, targeted drops. Lead all radio copy with First U.S. Performance in Over 10 Years.
DIGITAL
Paid Meta (IG/Facebook), programmatic display, and streaming audio ads.
MOBILE MESSAGING
250,000 cap voice note campaign to verified fanbase (Phase 2 – TBD).
OOH
Key LA metro and SoCal corridor billboard placements (locations confirmed). Suggested headline: YE. LIVE. ONE NIGHT ONLY. SOFI STADIUM. APRIL 3.
SOCIAL
Phased content rollout — countdowns, behind-the-scenes, micro-clips building daily momentum. All messaging anchored in the One Night Only in Los Angeles and First U.S. Performance in Over 10 Years narrative.
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