CRO breakdown of The Airborne Toxic Event's Medici fan membership click-through. Design analysis and expert conversion insights by Apexure.
What is ConvertScore™? ConvertScore™ is Apexure's proprietary landing page performance metric. We evaluate every page across four dimensions — Copy & Messaging, Layout & Hierarchy, Trust & Social Proof, and CTA & Conversion Path — to produce a single score out of 100.
Music fan memberships operate in a category with a specific conversion psychology: the fan already loves the band. The challenge is not building desire — it is converting that existing emotional connection into a recurring financial commitment. The Airborne Toxic Event’s Medici membership page needed to make joining feel like the natural next step for a dedicated fan, not a transaction with a monthly cost.
The membership is named “Medici” — a reference to Renaissance patronage, positioning the fan as a patron of the art rather than a subscriber to a product. That naming choice shapes the entire conversion approach: “Join Us” rather than “Subscribe Now,” benefits framed as experiences rather than deliverables, and a dark, concert-atmosphere design that mirrors the emotional context of a live show.
The four benefit categories — Presale Tickets, Exclusive T-Shirt, Early Entry, Rare Tracks and Videos — are sequenced around the typical fan’s priorities: access first, merchandise second, experience third, content fourth.
This theatrical opening immediately places the visitor in the concert context where their emotional connection to the band is strongest. The stage projection of the membership name blurs the line between the membership and the band’s live identity — Medici is not an add-on product, it is part of the live experience.
The scrolling structure — benefit headline, full-width concert or product photo, copy, CTA — creates a rhythm that mirrors how a live show set builds. Each section is its own complete persuasion unit. A fan who scrolls to the Rare Tracks section and decides that’s their motivation to join finds a CTA immediately available without scrolling further.
This placement strategy ensures the conversion mechanism is always within one scroll of wherever the fan reaches conviction. For an emotionally driven membership purchase, conviction can strike at any benefit section. Constraining the CTA to a single position at the end of the page would lose the fans who decide during the T-shirt section or the Early Entry section.
| “The Way Home 3:16 | Gather at a Dance Hall Back | Safety in Numbers 3:45 | I Could Only Sleep” — actual track names visible on the music player interface. For fans of The Airborne Toxic Event, seeing recognisable or unreleased song titles is the most compelling possible proof that the exclusive content is genuinely exclusive. Abstract claims of “unreleased songs” convert less effectively than visible track titles the fan hasn’t heard yet. |
The consistent dark aesthetic is not a template — it is an environmental decision. Concert venues are dark. The fan’s emotional memory of seeing this band is associated with darkness, stage lighting, and crowd atmosphere. Maintaining that aesthetic throughout the page keeps the visitor in the emotional state most associated with their passion for the band.
The exclusive Medici T-shirt section doesn't just show the shirt — it positions it as the membership's badge of belonging. "Included with your membership is our exclusive Medici T-shirt" means the fan who wears it signals their patron status to other fans. The merchandise is both a tangible benefit and an identity marker. Exclusive merchandise drives membership conversion in music because it makes the abstract commitment visible in the physical world.
£12/month visible before any benefit content means the visitor enters the page already having processed the cost. This front-loaded pricing approach filters out casual visitors while qualifying committed fans who continue scrolling. Subscription pages that hide pricing until after the pitch create friction when the price is revealed — front-loading the cost sets accurate expectations from the start.
The live photographs on this page are not stock images — they show The Airborne Toxic Event’s specific performances, venues, and crowd interactions. Authentic live photography for an established band functions as proof that the experiences being sold actually happen. A fan who has attended a show recognises the atmosphere; a fan who hasn’t is shown what they’re missing.
Showing the actual track titles and the visual of the band playing in an intimate setting for the Rare Tracks section converts the content-driven fan who needs to see the quality of what they’re receiving before committing. Exclusive content previews reduce the “what if I join and the content isn’t worth it?” concern.
"Music fan memberships are about identity, not value. The fan who joins Medici isn't calculating whether £12/month is worth the specific benefits. They're asking whether joining makes them more of a fan — whether it deepens their relationship with a band they already love. The page's job is to make joining feel like loyalty expressed, not money spent."
“Join 2,400 Medici members” would give the prospective member a sense of the community they’re entering. Music fans are tribal — knowing the membership has a meaningful community size converts the fan who values peer connection alongside exclusive content. A visible, growing member count also creates social proof that the membership has value to others.
The current page asks for a direct subscription commitment. A “First month free, then £12/month” variant would reduce the barrier for fans who are interested but uncertain about recurring cost. Free trials for fan memberships typically show high retention if the onboarding delivers genuine exclusive value quickly. The cost of the trial period is often recovered within 2–3 retained months.
The top navigation shows “Community Chat” as a membership feature but the page body doesn’t develop this benefit. For music fans who want to connect with fellow fans — especially around unreleased music and tour discussions — the community aspect is often more compelling than individual benefits. Developing this section with a screenshot of the community in action would capture the fan whose primary motivation is peer connection.
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This principle influences visitor behaviour and supports the page's conversion goal.
People follow the actions of others. Testimonials, reviews, and client logos build trust and reduce hesitation.
This principle influences visitor behaviour and supports the page's conversion goal.
People feel losses more strongly than gains. Framing around what they will miss motivates action.
The Airborne Toxic Event's Medici membership page opens with a top bar showing 'Unlock exclusive access to Medici. Join for £12/month.' This placement is strategic: the price appears before the visitor has invested emotional energy in the page content. For subscribers who see the price first, it either qualifies them immediately (£12/month is reasonable) or saves them from falling in love with benefits they won't pay for. Visitors who scroll past the announcement are pre-qualified by their willingness to continue. The top bar also mirrors the experience of seeing a price tag before picking up an item — normalising the cost before the desire builds.
Different fans value different aspects of their relationship with a band. Some care most about ticket access; others want physical merchandise; others want unreleased music. A tiered benefits model with distinct categories ensures that each member-type finds at least one compelling reason to join. The membership page leads each section with its category name — 'Presale Tickets,' 'Exclusive T-Shirt,' 'Early Entry,' 'Rare Tracks and Video' — allowing fans to navigate directly to the benefit they care about. This self-selection design converts the diverse audience of a band fan community more effectively than a single-pitch membership page.
Promotional shots communicate brand image. Live performance photography communicates the experience of being at a show — which is what a fan membership is ultimately selling access to. The Airborne Toxic Event's page uses concert photographs showing the band on stage, a guitarist in front of a crowd, and a performer in a crowd-engagement moment. These images answer the question 'what is it like to be at one of their shows?' before the fan has attended. For a membership that includes presale ticket access, the live photography creates desire for the experience the membership enables.
The benefits on this page are ordered by conversion urgency, not by rarity or exclusivity. Presale tickets appear first because ticket access is the most time-sensitive benefit — shows sell out. The exclusive T-shirt is second because physical merchandise is the most tangible, immediate value for a new subscriber. Early entry is third — a venue experience benefit. Rare tracks and video content is last because it's ongoing rather than event-tied. This sequencing mirrors the buyer's decision hierarchy: 'Will I miss out if I don't join before the next tour?' is a stronger conversion motivator than 'Will I receive exclusive music tracks eventually?'
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Founder & CEO of Apexure, Waseem worked in London's Financial Industry. He has worked on trading floors in BNP Paribas and Trafigura, developing complex business systems. Waseem loves working with Startups and combines data and design to create improved User Experiences.
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"Music membership pages work when they make the fan feel like they're getting closer to the band, not just paying for benefits. Every element on this page is about access and proximity — presale before everyone else, early entry before general admission, exclusive tracks that nobody else has heard. The conversion is emotional, not rational. We're not selling a bundle; we're selling belonging."