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Using EMOROCO CRM Lite for live music venue management — Event management at the entertainment building "ONE LAMP Theater"

Hello, this is Matsubara, CRM Evangelist.

The reason why people want to go back to that live music venue isn't just because the music was good.

"The staff remembered my face," "They told me in advance about my favorite artist's next live performance," "They suggested new events in my preferred genre"—these kinds of experiences turn first-time visitors into regulars.

Club Water, located in ONE LAMP Theater, is a live music venue operated by the Arcus Japan Group.
We use EMOROCO CRM Lite for the operation of our live music venue, organizing our own regular live events "ONE LAMP Project Live" and the idol live event "Nishinari Bear Sighting Warning," as well as D'ypcys' regular live event "BLACKAID," and for hosting the K-POP dance event "Poktanchum (Bomb Dance)" organized by our dance school.

What is ONE LAMP?

ONE LAMP, as the entertainment business of the Arcus Japan Group, engages in the following three activities:

① Live music venue operation: Providing a venue for live music performances. We value the "spatial experience" created by the three parties involved: attendees, artists, and staff.

② ONE LAMP Project Live: A regular live event hosted by ONE LAMP. It fosters a "continuous relationship" where specific artists and fans repeatedly meet.

③ Boktanchum (Bomb Dance): A K-POP dance event. Boktanchum is a K-POP cover dance performance event that forms a unique community with participation from both dancers and audience.

Three challenges in live music venues and event management

Problem ①: The difference in the "enthusiasm level" of visitors is not being managed.

If "core fans who visit every month" and "people who only visited once" are on the same mailing list, we can't change how we deliver information.
Providing core fans with early access and guiding first-time visitors to the next step—this differentiation is key to cultivating repeat customers.

Challenge ②: Managing relationships with artists and dancers

Multiple artists and dancers will participate in the ONE LAMP Project live performance and Poktanchum.
If information such as "Is this artist willing to perform again?" or "What kind of event would suit this dancer?" only exists in the mind of the person in charge, it becomes difficult to request continued performances.

Challenge 3: Managing the unique "atmosphere" of the K-POP community

For K-pop dance events like Boktanchum, the enthusiasm of the fan community is extremely important.
Because K-POP involves strong emotional connections to specific artists and groups, suggestions need to be tailored to the context of "which group do you like?" and "which group is popular right now?"

Design using EMOROCO CRM Lite

Three record designs

ONE LAMP designs four types of records for its operations.

① Visitor records (fan management)

field name Types Message
emotional temperature Selection Red = Hot / Orange = Warm / Blue = Cool / Light Blue = Cold
Number of visits Numerical value Total number of visits to ONE LAMP
Participation event type Multiple selections allowed Live / ONE LAMP Live / Poktanchum
Favorite genre Multiple selections allowed J-POP / Rock / K-POP / Indie / Others
My favorite group (K-POP) text For Poktanchum participants: Name of your favorite K-POP group
Social media activity Selection Proactive (influencer) / Normal / Do not
Last visit date Date Most recent visit date
Narrative text "What prompted your first visit?" "A memorable episode?"

② Artist/Dancer Records

field name Types Message
emotional temperature Selection Relationship temperature with ONE LAMP
Activity genre text Music genres / Dance genres
Number of appearances Numerical value Total number of appearances at ONE LAMP
Intention to appear next time Selection Active / Under consideration / Difficult
Desired condition text Requests regarding equipment, time slots, and appearance fees.
SNS follower count Numerical value Reference indicators for attracting customers

③ Event Record

field name Types Message
Event Type Selection Live / ONE LAMP Live / Poktanchum
Date Date Event date
The number of visitors Numerical value Number of visitors on the day
Ticket sales Numerical value Ticket and merchandise sales on the day
Core fan participation rate Numerical value Percentage of participants who have visited 3 or more times

④ Exclusive to Poktanchum: Dance Team Record

Poktan Chum is an event in which dance teams participate.
Team-based management is also necessary.

field name Types Message
Team name text Dance team name
Specialty genre text Which K-POP group style are you best at?
Number of times participating Numerical value Number of times participating in Poktanchum
Intention to participate next time Selection Active / Under consideration / Difficult

Workflow design: 6 automated follow-up steps

Workflow ①: Thank you follow-up within 48 hours after the event ends.

Trigger: 48 hours after the "Date" in the event record
Action: Create task for assigned person
This is the period for sending thank-you messages to participants of {event name}.
　We will send individual messages to our core fans (those who have attended 3 or more times).
　First-time visitors should be given information about the next event.

Workflow ②: Core Fan Certification (Reached 3 visits)

Trigger: The "Number of Visits" in the visitor record becomes 3.
Action: Automatically update emotional temperature to hot (red).
　　　　　　+ Task assigned to the person in charge: "Send a thank-you message to those recognized as core fans."
　　　　　　"We will be giving you special advance information about the next event."

Workflow ③: Automatic generation of priority list for next event announcements

Trigger: When a new event record is created
Action ①: "Emotional Temperature Hot/Warm × Participating Event Type = Match"
　　　　　　　Automatically extract visitor list
Action ②: In the case of Poktanchum, "Favorite group = Matches the performing group"
　　　　　　　Additional visitor list extraction
"This is a list of those who will receive advance notification. Individual notifications will be sent one week earlier than the email newsletter."

Workflow ④: Cool customer warm-up for the future (3 months or more)

Trigger: More than 90 days since last visit × Emotional temperature below Cool
Action: Create task for assigned person
"Customer {Name} hasn't visited us for 3 months."
　Information on events that match your preferred genre: {preferred genre}
　Send it without pressure."

Workflow 5: Maintaining relationships with artists after their performances

Trigger: 60 days after the artist's "final appearance date" on the record.
Action: Create task for assigned person
It's been three months since {artist name} performed.
　"To check on their current situation and confirm their intention to appear again."

Workflow ⑥: Poktanchum: Distribution of K-POP trend information

Trigger: 1st of every month (monthly)
Action: "Participation Event Type = Poktanchum × Emotional Temperature Hot/Warm"
　　　　　　Extract the visitor list
"This is the list of recipients for this month's K-POP trend information distribution."
　If there is any new information about your favorite group, please share it individually.

Poktanchum's unique design – the emotional temperature of the K-POP community

Poktanchum is a K-POP fan community.
We have established a "definition of emotional temperature unique to K-POP fans" that differs from that of typical live music venue attendees.

emotional temperature Color Definition in Poktanchum
hot 🔴 Red Visitors who have been there in the last month, actively posting on social media, and brought friends
Warm 🟠 Orange Actively attend events of your favorite group within the next 2-3 months.
Chur 🔵 Blue 3-6 months into the future - weak response on social media.
cold 🩵 Light blue No response to contact attempts for over 6 months.

One characteristic of K-POP fans is that "the frequency of their attendance varies greatly depending on the activities of their favorite group."
Fans tend to be more enthusiastic when their favorite group is active and less enthusiastic when they are on hiatus. It's important to design your follow-up strategy taking this "seasonality of fan activity" into account.

Dashboard Design – The Numbers an Event Organizer at ONE LAMP Sees

① Trends in the number of core fans (monthly): Changes in the number of people who "attend 3 or more times" each month. This is the most important indicator of the health of the community.

② Emotional temperature distribution by event type: Percentage of core audience members for each of the "Live," "ONE LAMP Live," and "Poktanchum" events.

③ Next advance notification target list: A list of attendees who should be contacted today, with priority given to them.

④ Summary of artists' intentions to perform next time: Number of performers and emotional level for each category: "Actively interested," "Under consideration," and "Difficult."

Summary — Transforming a "one-off live performance" into a "lasting relationship"

Live music venues are places that sell "the experience of being there."
However, by documenting that experience and nurturing it as a relationship, you can transform from "I want to go back to that venue" to "I want to belong to the community at that venue."

At ONE LAMP, our use of EMOROCO CRM Lite boils down to one thing: "Understanding the enthusiasm of those who come and delivering the next experience that matches that enthusiasm."

Music and dance evoke emotions. CRM 4.0 is a tool that helps us not let those emotions end as a "one-night-only" experience, but to accumulate them as "data for ongoing relationships."

You can try it with a 30-day free trial.
Digitalization and AI Implementation Subsidy 2026 Compatible Tool Number: DL07-0022934
Product Info:https://www.emoroco.com/

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Person who wrote this article
Shinsuke Matsubara

Arcus Japan Representative Director / CRM Consultant
Click here for detailed profile
He has worked as a system engineer, architect, and consultant at Accenture and other companies, an evangelist at Infragistics (Microsoft MVP for Dynamics CRM (now Microsoft MVP for Business Solutions)), and a solutions specialist at Microsoft (in charge of Dynamics CRM products).He currently leads a service team specializing in CRM, supporting CRM implementation and business launches for companies of all sizes.At the same time, he works as a CRM evangelist, spreading the idea of "true" CRM through events and article contributions.
Having learned CRM at Accenture, and having advocated and globally popularized CRM 2.0 (platform-based CRM) at Microsoft, he is a legitimate successor to CRM and the longest-serving active CRM expert (CRM consultant/CRM doctor), having received an award at Worldwide.
Since then, as a leading expert in CRM who advocates CRM 3.0 (Personalized CRM) and CRM 4.0 (Creative CRM), he has been interviewed and received numerous awards both domestically and internationally from publications such as The Wall Street Journal, Newsweek, TIME, WORLDCOM, Mainichi Shimbun (Weekly Economist), and Nippon Cultural Broadcasting. He has also been selected as a representative company of the Kansai business community by "Keizaikai" for four consecutive years.
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