Over the past year, there’s been no shortage of best-selling big-ticket books tied to the current political moment. From White House tell-alls like Fear and Fire and Fury to dishy memoirs that have run the gamut from James Comey to Omarosa Manigault Newman, these high-profile tomes have been minting money for the publishing industry, lavishing renown on their authors, and dominating entire news cycles in the process. But the blockbuster that’s out this week makes all of them look Lilliputian.

Michelle Obama’s Becoming lands on shelves Tuesday, following a months-long buildup of buzz and a drip-drip of promotional placements that culminated in the memoir’s selection as the newest pick in Oprah’s Book Club. A low-seven-figure to multi-million-dollar advance is typically the sign of a top-shelf book. Michelle and Barack Obama, with the help of Washington power agent Bob Barnett, reportedly struck a record-shattering combined $60 million deal for their memoirs, which sold to Penguin Random House’s Crown imprint last year. By Monday afternoon, Becoming was holding steady at No. 1 on the Amazon charts, with advance sales no doubt benefitting from pre-release revelations such as the former First Family’s fertility struggles, as well as a Good Morning America clip that divulged a passage in which Obama writes of her experience at Trump’s inauguration, “I stopped even trying to smile.”

As The New York Times reported in September, Becoming is getting a decidedly celebrity-like media rollout thanks to a deal with Hearst that will include an Elle cover and other content spread across various print and digital titles at the magazine publisher. But the truly stunning aspect of the whole thing is the 10-city tour that kicks off in Chicago on Tuesday.

Becoming is going full rock star with a series of Live Nation-produced stadium stops that swings through Brooklyn’s Barclays Center not once, but twice—first on December 1, and again for a grand finale on December 19 due to high demand. (Good tickets for the December 1 event are in the high-hundreds to thousand-dollar range.) In addition to opening up a new revenue stream, the live-event business basically turns a hardcover book into the equivalent of a tour shirt—a slightly overpriced memento of the occasion. Using a live event to move product, long a staple of the music industry, may help publishers chart a new course for dealing with mega-authors in the future. “The thing that seems different about this is the tour,” a well-connected publishing-industry source told me. “The economics of that and what it does to the book, that part is interesting. That’s definitely uncharted territory.”

For former presidents and First Ladies, getting into the literary game is an age-old formula. In the late 1800s, Benjamin Harrison wrote articles for Ladies Home Journal that were later turned into a book. After leaving the White House in 1945, Eleanor Roosevelt went on to write dozens of books. Ulysses Grant, dying of cancer, made a huge sum for his memoirs—though the money for Grant remained his Civil War years. In the modern blockbuster-driven media and publishing universe, ex-presidents are an easy sell. George W. Bush’s memoir, Decision Points, sold a couple million copies in as many months, surpassing Bill Clinton’s record with My Life.

The Obamas have blown up the game by an order of magnitude. “What’s new and incredibly profitable for the Obamas,” another publishing veteran told me, “is that they’re using the book as the foundation” of their post–White House livelihood “and not the whole thing. They’ve taken the best of the old world and melded it with the most interesting parts of the new media landscape. You publish a book, and then you go into the live-events space in a way that I think is unprecedented.” Even without the stadium tour—or the deal they signed with Netflix to create original programming for the streaming-entertainment titan—the reported $60 million advance alone is enough to set the Obamas up for a long, long time. “In a way,” the publishing veteran said, “the scope of the deal gave them the security that other former presidents have taken four or five or six years to get to.”

$60 million is a whole lot of money for Penguin Random House to make back, but given the massive rollout of Becoming, its hard to imagine the book’s chances being any better. Plus, this is only part one. “The whole thing about it,” my first source predicted, “is that at some point in the not distant future, her husband is gonna do the same thing, but on an even bigger scale.”