By Robyn Collins
Eric Church is leaving nothing to chance when it comes to promoting and protecting his music and his fans and keeping tickets out of the hands of scalpers.
Just before his recent show at Colorado’s Red Rocks Amphitheater, Church announced that his 2017 Holdin’ My Own tour will begin on Jan. 13, 2017 in Lincoln, Nebraska and that members of his fan club, the “Church Choir” will have first dibs on tickets. And to make decrease the likelihood of scalping the physical tickets will not be sent out until pretty close to the show.
“In this era where growing inequality seems to be the norm, we wanted to do everything within our power to put the advantage back in the hands of true fans rather than those that take advantage of the system, and by extension our people,” said Church’s manager John Peets in a statement. “It was important to us to invest time into evaluating and redesigning the ticket buying process and build the technology to level the playing field.”
Added Church: “The way this album came together mandated we release it as a surprise, straight to our fans, as it was important for me to deliver the music the same way the creativity hit me—directly and swiftly. What I didn’t anticipate is that it left me scratching my head a little, as this year was supposed to be spent writing,” Church says in a press release. “What this year’s open schedule did afford us was time to think through the way the fans experience our music live, and it was important to us that we find a way to stick to these same principles when it came to approaching our shows, down to the way they go on sale.”
Fans have until 11:59 p.m. Central Time on August 23 to register for the Church Choir in order to gain access to the Holdin’ My Own Tour pre-sale. The pre-sale will run from 11 a.m. CT on September 9 through 11:59 p.m. CT on Sept. 11; fans will receive customized details via a text message. General on-sale dates and times have not yet been revealed.
In a bold move, Church will play two sets with a brief intermission in between. And for the first time in his headlining career there will be no opening act.