How Semmel brought a Twitch techno festival to life in Berlin
Capitalising on a pre-made online fan community led to 9,000 tickets sold for Techno Freitag without an artist announcement
News By Ciaran Donnelly | 20 October 2026
German promoter Semmel Concerts is taking Techno Freitag, an electronic festival format born on Twitch, from livestream to live event, telling IQ that a bespoke marketing strategy aimed at the online fan community helped it sell 9,000 tickets before announcing a single artist.
The concept was created by German gaming streamer HandOfBlood and his company INSTINCT3, starting as a recurring format within his gaming streams, with a DJ playing live while the streamer played video games.
“The music was the starting…
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