Annie Mac: Before Midnight

Case Study: Annie Mac Presents – Before Midnight Irish Tour
Client: Annie Mac Before Midnight
Scope: Irish tour across Belfast, Dublin & Galway over 3 years.
Deliverables: Creation of the tour, venue booking, full tour promotion, tour production, operations, venue liaison & bespoke merchandise

The Challenge

Annie Mac’s Before Midnight tour required a seamless live-experience across multiple cities in Ireland. Having previously worked with the artist and her team, the objective was to scale the tour in year two, adding more dates and delivering consistent show & production quality from Belfast to Galway to Dublin.

Key deliverables:

• Promotion of the Irish Tour
• Exclusive tour merchandise (designed, produced, distributed)
• Production across different venues
• Logistics (artist travel, crew moves, local regulations)
  
  

Our Approach

Tour Management & Planning

From the outset we acted as the central coordination hub: aligning the artist’s team, local crews, technical partners, and venues. This included scheduling, budgeting, transportation, and contingency planning.

Venue Liaison & Technical Production

For each city, Belfast, Dublin, Galway: we handled venue negotiations, technical rider fulfillment, load-in / load-out planning, local labour coordination, and on-site production oversight. Our goal: every show delivered the same energy and quality, regardless of venue size or city.

Event Operations

On show days our role centred on artist liaison and stage management, ensuring Annie and her team were fully supported from arrival to performance. We coordinated artist movements, managed backstage requirements, aligned timelines with venue teams, and ensured technical partners were briefed and ready.
We worked closely with each venue’s in-house operations teams, acting as the bridge between them and the artist. This allowed all parties to stay aligned while the artist focused solely on delivering the show.

Merchandise Design & Production

Alongside expanding the tour in Year 2, we developed a limited-edition Before Midnight tee. We designed the artwork, sourced manufacturing, and coordinated inventory for Belfast, then scaled distribution to Dublin and Galway. The merchandise became an extension of the tour brand and contributed to fan engagement and revenue beyond ticketing.

The Execution – Year by Year

Year 1:

Two shows: one in Belfast and one in Dublin (over St Patrick’s weekend).
We delivered full production and managed all local logistics.

Year 2:

Expanded to four shows: two in Belfast, one in Galway, two in Dublin.
Launched the tour t-shirt, which performed strongly across all cities.
We efficiently scaled production and inventory to meet demand across the full run.

Results & Outcomes

• Successful Irish tour across three cities and five shows.
• Consistent production experience delivered across all cities.
• Tour t-shirt design translated into strong merchandise demand.
• Positive feedback from artist team and venue partners on seamless planning and execution.
• Elevated brand profile for the tour within Ireland’s live-music scene.

Why This Worked

• Centralised management allowed consistent quality across multiple venues and cities.
• Close venue-partner relationships and local knowledge ensured technical and operational smoothness.
• Integrated approach: production, operations, merchandise and brand all aligned under the same vision.
• Scalability: moving from two to four shows demonstrated growth and our ability to scale without compromising on experience.