FEATURE30 January 2014

Work in concert

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Ticketmaster’s Sophie Crosby tells Brian Tarran how event promoters are using insight to get smarter at reaching the right audience.

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Think back to the last time you bought a ticket to a live event, whether it was a concert, a play or a sports match. Chances are it was a fairly straightforward process: see advert; visit website; get ticket. But that simple, three-step process is merely the tail end of a long and complex series of interactions involving talent, managers, agents, promoters, production companies and venues. Right in the mix, you’ll usually find Ticketmaster. The company – part of Live Nation Entertainment – buys tickets from event promoters and, in turn, sells them on to fans.

“People come to us to buy a ticket, and they expect us to deliver the ticket to them and to get them into the gig – that’s what we do, ” says Sophie Crosby, Ticketmaster International’s vice-president of insight. But that’s not all the company does.

Behind the scenes, Crosby and her team of 39 people are amassing and analysing a huge amount ...