Toppers in Concert: five years from reach to ticket sales

Toppers in Concert is the annual concert series by René Froger, Jeroen van der Boom, Gerard Joling and Jan Smit at the Johan Cruijff ArenA. Every year it comes down to a few nights, and to the ticket sales leading up to them. For five years, Your Tech Club has looked after the digital online presence of Toppers: from first reach to the ticket sold.

What does a once-a-year concert need?

A concert series that returns every year has a rhythm of its own. The announcement, the start of ticket sales and the weeks before the concerts each ask something different of the online presence. And between editions, the audience shouldn't lose sight of Toppers.

In the end, one thing counts: people buying a ticket. Reach without sales delivers nothing. Sales without reach stay small.

One team for the whole route

For Toppers, we own that whole route: from the moment someone comes across Toppers online to the moment they buy a ticket.

A theme for every edition

Every edition has its own theme, and the online presence follows it. In 2026 that was 'The Summer is Magic', on Friday 19 and Saturday 20 June at the Johan Cruijff ArenA, with guest artists including Londonbeat, La Fuente, Anita Meyer, Jason Donovan, Mart Hoogkamer, Effe Serieus, Frans Bauer and Emma Heesters.

Ticket sales for that edition started on 22 December 2025. From then on, everything online revolved around one question: when are you buying your ticket? The top of the site said 'Tickets on sale now', with the 'Buy tickets' button right in view.

Before, during and after the concerts

After the concerts, the tone changes. Then there's a thank-you: 'Thank you for two amazing concerts! See you next year!' That keeps the audience engaged until the next edition is announced and the cycle starts again.

What's at stake

A Toppers concert is a night in a packed Johan Cruijff ArenA, with an audience that dresses up to the theme and sings along all night. That atmosphere has to come across online, long before the first visitor walks in.

Five years, every edition anew

For five years, Your Tech Club has been responsible for the online presence around the Toppers in Concert shows. Every edition it starts again: building reach and turning it into tickets sold.