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How I set up a show for Backstreet Boys in Bangkok

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Backstreet Boys in Bangkok really?


In 2013, the American band Backstreet Boys started their world tour “A World Like This” with around 30 gigs just in Asia. Impressively massive !

Those 30 gigs were spread on a 2 years period. First leg start in May 2013 and the final one end in May 2015.

13 shows in China, 10 in Japan and the rest scattered among the following countries in the Philippines, Thailand, Malaysia, Singapore and Taiwan.



Early 2014, I was working as a promoter in Bangkok for Lullaby/VijiCorp. We started discussing about the possibility of having a show in Bangkok for Backstreet Boys. We noticed there was a strong demand among audience in and around Bangkok.


At that time, we were busy preparing shows for Mogwai and also Sergio Mendes, so our mind were fully focused on those 2 shows.


Mogwai - Backstreet Boys Bangkok
Sergio Mendes - Backstreet Boys Bangkok

Also it was the time where we felt very comfortable to organise shows with a capacity of up to 3000/4000. We had a great operational team capable to provide the best international standard for each artists/bands we invited so far.


But BSB was a complete different game.


We knew if we wanted to have them, we had to place them at Impact Arena in Bangkok.

This great venue has a cap of 8000/9000 people and has welcome great  and popular artists such as : Green Day, Katy Perry, Tom Jones, Adam Lambert.


Impact Bkk BSB Post


It was clear for us, having Backstreet Boys in Bangkok was a huge challenge and no mistake allowed.


Our strong assets were:

  • Our onsite team (Infra team, sound engineering, Light engineering team)
  • Our sense of welcoming artists: it has always been a key priority to make sure that every artists we invited to perform in Bangkok receive the best experience in the terms of stays.
  • Our Marketing team

Our biggest question and fears were:

  • Can we fill the venue to the max
  • Is our marketing effort will be fruitful
  • Delays with flight arrival of the band
  • How the weather will be on the show day (rain means traffic jam and possibility to get less people at the show)
  • Traffic Jam between the hotel and the venue: if you know Bangkok, you are aware that traffic jam can be a real nightmare and there is very little you can do about it.

Our plan:

step 1

Getting Backstreet Boys confirmed in Bangkok

Perhaps due to our history of past  and successful shows we did, we manage to place Bangkok on their tour schedule.

It took me a while to convince their booking agent and provide them some guarantees that we will be able to set up their show according their requirements, but at some points and several back and forth emails thread and phone calls, they agreed to put their trust on us.

step 2

Secure a large venue

We agreed that BSB will be playing at Impact Arena on the 6th of May 2015. We were at the end of 2014. A little less than 6 month to set and promote the show. 6 months can be a long period of time but believe me, it was a tight deadline.

step 3

Planning, reviewing, coordinating, partnering

We set up a marketing/promotion plan,

Also a review of their complete backline and other technical request,

We Met various sponsors who wanted to join us,

We implemented security protocols,

Find the right accommodation and caterer for the band according to their standard

Time was just flying but so far, I can’t recall we faced any serious obstacles.

About our marketing/promotion plan:

It was clear that we had to get the attention of:

  • The Backstreet Boys hardcore fans living in and around Bangkok
  • Anyone interested in Boys Band, pop music.
  • But also an audience interested to have a great entertainment time who has good or little knowledge of The Boys.


We used:

  • Billboards across the city announcing the show
  • Ads in some very popular magazine
  • Announcement on National radio and other national media outlets
  • Facebook campaign
  • Words by mouth
  • Press conference in one of the most popular mall in Bangkok
BSB_OPENING_0001 - BSB Post
BSB_OPENING_0005 - BSB Post 2
BSB_OPENING_0129 BSB post 3


Clock is ticking !

1 month before the show

Tickets were selling well but we were not yet sold out while other countries such as The Philippines, Malaysia, Singapore had their sold out shows already.

We were a bit anxious.

Word by mouth about the show was also going around the city.  But that was not enough we wanted also to make sure we will be able to get a full house.

So we kept promoting the shows as best as possible (story said that we didn’t reach a sold out, but we were very closed).

1 week before their arrival

I flew to Bangkok.

I started to review every aspects of the plan and make sure once the band step a foot in Bangkok Airport and until their departure.

We were running our prep operations smoothly. One important aspect we always kept in mind was to make sure the band and crew have a great time in Bangkok (knowing that their schedule was very hectic and therefore they had very limited time in Bangkok before jumping to their next show).

1 Day before the show

Day before the show, they arrived, our team welcomed them at airport, some fans were waiting as well at airport (I’m still wondering how they got the info though). We welcome the band, crew and management and brought them immediately at their hotel where they could get some rest.

1 Day before the show

Day before the show, they arrived, our team welcomed them at airport, some fans were waiting as well at airport (I’m still wondering how they got the info though). We welcome the band, crew and management and brought them immediately at their hotel where they could get some rest.

Show Day - Morning

I remember being at their hotel around 7 or 8 AM, time was ticking super fast. Backstreet Boys. Crew went first at the venue mid morning to finalise the stage, visual and sound. Security was checked as well.


I could see big billboards across the city announcing the show. Very cool feeling to see that a project you discussed a few month ago become reality.

Show Day - Afternoon

On an agreed time, in the late afternoon, the band went to their dedicated vehicles. I was slightly worried about  their time of departure for the venue corresponded to possible traffic jam on the road (business hour). I was hoping also no rain will come as it would make traffic even worst. Luckily it went smoothly.


At their arrival in the Impact Arena, I heard the Backstreet Boys crew were very happy by the quality of the production and the level of attention from the production team. Big relief :).

Soundcheck was done without any major incident.

Show Day -  1 hour before the show

It was already early evening and I started to see audience arriving by batches. The band was resting in their backstage waiting for the green light to go on stage.


By 8pm, the Impact Arena is nearly full.  Amazing feeling to see 9000 people present at the show. Just before the show, I had the opportunity to discuss with two members of Backstreet Boys (Nick Carter, and Kevin Richardson) very casually. They were extremely relax and super enthusiast to perform in Bangkok.


Show Day -  9PM - Show time

The band went on stage, audience was getting crazy. I could clearly see 2 generations of fans (mums and daughters) knowing every lyrics of each songs as you can see in the footage below.

Show Day -  11 PM -  End of the show

About 2 hours later, the show was over, the fans were exhausted but extremely happy. The Boys  were very satisfied by the welcome from their Thai audience and fanbase.


We had to wait a while for the audience to leave the venue before to start to evacuate the band and the crew. We reached their hotel around midnight, time to get some rest because their have an early morning flight the next day !



Post Backstreet Boys show, we made it !


Needless to say after that show, we were completely exhausted but extremely satisfied.

The entire organisation delivered extremely well. We didn’t have any flaws that could have impacted the show or even Backstreet Boys band and crew. Of course we spotted some minors issues encountered during the entire process. Luckily it had no impacts.


The next day, we got a call from their booking agent. He thanked us for the organisation and expressed their satisfaction that the show went extremely well.


Mission Accomplished

This project was an incredible one, no doubt about it. I learned that even the most ambitious project, depends on:

  • How you communicate with your team and partner effectively
  • The attention you give to every little details
  • How solid your plan is
  • How passionate your team can be despite all the possible roadblocks happening during the project
  • Your understanding about the audience you can possibly bring to the show

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About the author 

John Willame

17 years experience in the Music Industry, I worked as a promoter in Bangkok for 8 years where I set up shows for Backstreet Boys, Death Cab For Cutie, Mogwai, Diana Krall, Herbie Hancock.. In 2016, I created my own artist management agency which focus on the development of emerging artists.

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