Wide Open
Wide Open is a creative direction and production house. Our tech division builds out web experiences for artists.
Each website puts the fans first, builds out the artist’s world, and gives the community a place of its own.
Since we build the experience for you, the data is yours. Who your most engaged fans are, what they say, where they are.
Sammy Virji
Case Study
Sammy Virji — Open Late
Wide Open
The brief

The briefHow do we create a moment for Sammy Virji’s surprise album, for his fans anywhere in the world? And how do we identify his most engaged fans?

Sammy Virji — Open Late
openlatesv.com
21 October 2026
19:00 – 21:30 BST
Wide Open
Creative direction & production
Case study
Fan experience

19:00 The siteOur answer was a limited-edition website. Open for two hours, for a surprise album. Turned around in 8 days, with a chat and livestream hosting.

🔒openlatesv.com

Sammy just posted a link, no explanation. It opened to a chat with a two-hour countdown, then a livestream of the whole album.

Sammy Virji — Open Late
openlatesv.com
21 October 2026
19:00 – 21:30 BST
Sammy Virji — Open Late
openlatesv.com
21 October 2026
19:00 – 21:30 BST
Wide Open
Creative direction & production
Case study
Fan experience

21:00 The night8,729 tickets in two hours. 24,513 messages from 3,353 people. 1 in 5 left their email. It spilled over onto Instagram, Reddit and Twitter. Once it was over, 4,000 fans went straight to his store for limited-edition merch.