The pop star shows how artists can turn live tours into lasting memories, and new revenue streams, turning her GUTS World Tour into a fan book experience.

Image credits: Olivia Rodrigo Store

Fresh off the back of her first-ever headline arena tour, Olivia Rodrigo is giving fans one more way to hold onto the memories. She’s dropping a $38/£39.99 GUTS World Tour book, scheduled to ship 26 September (US) and 10 October (UK). The release follows her 102-date tour, which brought her to fans across the globe with support from acts like Chappell Roan and Remi Wolf.

What’s inside the book?

The hardback book offers an “inside look at the GUTS world tour”, packed with never-before-seen photos and other extras that make it the perfect collector’s item. Fans get: a double-sided poster, tour trading cards, a double-sided sticker sheet, and a red ribbon bookmark.

All in all, making it a keepsake for superfans.

Why is this significant?

This isn’t just a cool piece of merch. It’s a great way to engage your superfans. In today’s industry, artists look to monetize their music outside of just streaming royalties. Superfans are key to sustaining a career. They’re the loyal followers who buy tickets, merch, and anything with your name on it and are the ones who will support an artist through thick and thin.  

How to build superfans: The secret to sustaining your music career

Rodrigo’s book is a masterclass in giving superfans something unique to treasure. It not only lets fans who attended to relive their experience, but it also provides an insider look for those who couldn’t grab a ticket.

As Music Ally notes, this type of release is becoming a growing trend. For example, Taylor Swift released a “The Eras Tour Book” to celebrate her record-breaking tour. These products help artists monetize and extend the life of a tour long after the final encore.

If you’re an artist, the lesson is clear: don’t let the energy of a tour fade when the lights go out. Find ways to bottle it up and sell it back to fans who crave connection.

Final thoughts

Olivia Rodrigo’s GUTS World Tour book isn’t just a fan collectible, it’s a lesson. Superfan-focused merch is one of the smartest ways artists today can build loyalty and revenue. Judging by it, this won’t be the last time we see a major artist turn their tours into commemorative books.

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