Vibee Expands the Concert Experience in Düsseldorf - Backstreet Boys' Into the Millennium: Homecoming

For Vibee, attending a concert involves more than watching an artist perform. The company combines concerts with accommodation, exclusive access and fan-focused activities. This approach will be featured in Düsseldorf during the Backstreet Boys' European residency, Into the Millennium: Homecoming, Live in Germany. The group will perform 10 stadium shows, with fans travelling from several countries.

You can read our full conversation with Vibee founder Harvey Cohen in this Q&A.

A broader fan experience

Vibee has developed similar projects for other artists, creating spaces that include memorabilia, interactive activities and opportunities for fans to connect with one another. The company's goal is to strengthen the relationship between artists and their audiences while offering different levels of access. Some packages focus on accommodation and seating, while others include more exclusive benefits.

Affordability remains an important consideration. According to the interviewee, premium ticket sales can help support a wider range of prices. One $1,000 front-row ticket, for example, could potentially help make other tickets available at lower prices. The company also argues that premium packages can provide value through convenience, combining tickets, hotels and support services in one purchase.

Technology and live entertainment

One of Vibee's early challenges was developing its own booking platform. Coordinating ticket sales with hotel rooms, travel information and different package options created significant technical demands. The platform was tested during the U2 at Sphere on-sale and performed successfully despite the high level of demand.

Technology also plays a role in personalising the customer experience. However, Vibee maintains that it should support live entertainment rather than replace it. The return of concerts after the pandemic demonstrated the continued importance of in-person events. Digital tools can improve the process, but they cannot fully reproduce the atmosphere of a live audience.

Connection

Vibee's approach is not based solely on luxury. The company emphasises authenticity and a deeper connection between artists and fans. "We exist to create a deeper connection between artists and their fans," the founder explained. That requires understanding an artist's history and the culture of its fan base.

The company also draws on lessons from previous events. The interviewee recalled an earlier experience as an independent promoter in which cost-cutting affected the audience's experience. That situation reinforced the importance of protecting essential elements of an event, even when budgets are under pressure.

Measuring success

For Vibee, one indication of success is whether fans return. Some attendees have participated in several of the company's experiences, while others have attended the same residency multiple times. This repeat attendance suggests that fans value not only the performance but also the community and activities surrounding it.

The Backstreet Boys residency in Düsseldorf will provide another example of this model. With international fans, hotel packages and additional programming, the event reflects Vibee's broader strategy of turning concerts into destination experiences. The concert remains the central attraction, but the company is expanding what happens before and after the performance.

Read more: Our full Q&A with Vibee founder Harvey Cohen