Eventbrite Music launched for Australia’s independent live sector

Australia’s independent live music venues, promoters, and festivals get a helping hand from global ticketing and event technology platform Eventbrite.

This morning it launched Eventbrite Music as part of a roll-out in Australia, New Zealand and North America.

The feature is specifically built for the independent live sector, to power their ticketing, streamline their business operations, and distribute their tickets to a massive audience.

“Since Eventbrite launched in Australia in 2014, our presence on the local independent music scene has continued to grow,” said Chris McDonnell, head of music partnerships for Eventbrite Australia and New Zealand.

“Independent venues, promoters and festivals love using Eventbrite for its reliability, ease of use, and powerful partnerships with discovery platforms like Facebook and Instagram.

“The launch of Eventbrite Music takes everything that’s great about the Eventbrite platform and elevates it to the next level.

“Tailored to the nuanced needs of the independent music industry, Eventbrite Music features enhanced functionality and mobile-first technology, empowering our music partners to grow their businesses, pack out their shows and deliver an experience for artists and fans that’s second to none.”

Eventbrite Music replaces Ticketfly and Ticketscript, which it bought last year and whose technology it has incorporated.

Ticketfly, which it acquired for US$200 million from Pandora, will close next year.

Eventbrite Music’s benefits are listed by the company as:

• Enhancing marketing and distribution capabilities by connecting promoters and expanding their number of customers through partnerships with over 50 distribution partner sites, including Spotify and Songkick
• Makes ticket purchases as seamless possible and allows venues to either embed a checkout into their website, or take advantage of the two-step purchase flow within music discovery environments like Facebook, Instagram, and Bandsintown.
• Eventbrite Music is built for mobiles and provides easy access to real-time show data, customisable reserved seating functionality with mobile-optimised purchase flow for fans, and the Eventbrite Organiser app “that turns every smartphone into a mobile box office.”
• The service is created by promoters for promoters, and Eventbrite further has a team of 300 techs to come up with new strategies.

Nicholas Jones, director of Cult Leader and operator of Melbourne venues Cherry Bar and Yah Yah’s, says he relies on Eventbrite Music not just to deliver ticketing — but as a complete solution offering the right tools and data to help grow his business and pack out his venues, night after night.

“Prior to using Eventbrite Music, our venue managers used to manually type up tally sheets and translate paper reports into revenue.

“But pieces of paper have a high degree of error, and they don’t provide information outside whether or not a person showed up.

“With Eventbrite Music, we can pool all our data in one place.

“It’s removed the manual process and created efficiencies across every aspect of our business.

“On top of that, the seamless integration with Facebook has helped boost our pre-sales by up to 30 per cent.

“That’s money in the bank for our venues. It’s been a game-changer.”