In a WeDemand campaign, hardcore fans buy a special WeDemand ticket (a bit cheaper than a regular ticket ) in order to cover costs to confirm a gig. Fans spread the word on their social networks to get more people to join and make sure the show happens. When the concert is confirmed, regular ticket sales begin. If the show sells out, the fans who bought a WeDemand Ticket get a refund and watch the concert for FREE! This way, fans make concerts happen, promoters lower their risk and artists play more concerts, going exactly where their fans are.