I, like some 80,000 other fans, could hardly contain my excitement to see Olivia Rodrigo live in Sydney last week. With her concert film just released on Netflix and her world tour in full swing, she’s undeniably a hot topic right now, but what’s really grabbed me is the way she’s used her tour as a canvas for creative expression and the unique ways she’s captured the public through experiential marketing.
Olivia Rodrigo is not just a singer; she’s an artist in every sense of the word. What sets her apart is her level of involvement in every detail of her work—her visuals, her branding, and her audience engagement. She’s built an empire not just on talent, but through authenticity and creative direction that stays true to who she is.
OLIVIA IS THE BOSS
Unlike many artists who leave the visuals and strategy to their label or marketing teams, Olivia is hands-on in every step of the process. Sure, there’s an army of talented creatives behind her, but as her manager Kristen Smith points out, “Olivia’s the boss.” She’s not just passively involved—she personally approves everything that goes out. This level of authenticity is key to her success. Olivia doesn't compromise who she is or the story she’s telling, ensuring her branding resonates on a deeply personal level.
The GUTS World Tour exemplifies this hands-on approach. One of my favourite elements of her tour rollout is the GUTS tour bus, a gorgeous piece of experiential marketing.
THE GUTS BUS
Styled to feel a little like a teenage bedroom and a little like a pop-stars hall of fame, the GUTS tour bus is so authentically Olivia. Fans get to see her tour outfits up close and personal, get a window into snapshots of her life, and enjoy a vibrant, artistic space littered with easter eggs and packed with instagrammable spots. The bus is a mobile brand experience, popping up in major cities, giving fans an immersive connection with her world.
The bus brings fans directly into her space, turning a tour into an experience that feels intimate and immediate. You could almost say she’s giving fans the keys to her world, allowing them to feel a part of the GUTS narrative in a way that no static billboard or social post ever could.
A CREATIVE FORCE
Her engagement with fans extends beyond her popups and partnerships. For those who didn’t manage to snag concert tickets (which, let’s be honest, was many of us), her concert film on Netflix is the answer. Not quite a behind-the-scenes documentary, it’s a visual invitation, giving fans who couldn’t be there the best seats in the house.
Whether it’s the handpicked stickers on her SOUR album cover or the bold, personal visuals of GUTS, every design choice feels deliberate and, more importantly, hers. She’s not the face of a brand; she is the brand.
This hands-on, thoughtful approach to everything from her tour visuals to how she connects with fans only strengthens her position as a creative force. She doesn’t rely on gimmicks or grandiose campaigns—she’s simply pulling her audience closer into her world, on her own terms. That’s what makes her work so magnetic, and that’s what makes the GUTS tour feel like an experience rather than just another series of concert dates.
As Olivia’s stardom continues to rise, I’m eager to see how she and other young artists in the spotlight like Sabrina Carpenter will continue to push the boundaries of what a tour can be. Will experiences like Olivia’s GUTS tour bus and Sabrina’s elaborate stages become the new normal? Are we heading into an era where concerts are no longer just about music but about creating entire worlds? (I hope so)