Oct. 12, 2018
By Madison Stein, originally published on the Eventbrite blog
Selling out a show at a nightclub isn’t only about booking hot DJs, filling the space with impeccable, crisp sound, or creating a cutting-edge vibe. It’s also about the technology that you use to pack the house — from selling tickets, to managing the box office, to providing the best possible experience for fans.
Just ask Paul Song, owner of Red Cube PDX, one of the top production companies on the West Coast. Song electrifies the EDM scene with over 230 events a year, mainly at his home venue 45 East.
Song has worn many badges in the music industry: promoter, box office manager, venue owner, and production director (to name a few). We sat down with him to find out what he needed most from his ticketing partner in each role that he’s repped in the music industry.
Promoters want control
Promoters already have demanding jobs. Managing relationships with performers, booking venues, promoting upcoming gigs — the last thing they need is limited access to the features and data they need to do their job.
This starts with selling tickets to shows. Promoters need to be able to sell tickets on their own — and use seamless technology to do so. Relying on a limited number of printed tickets or hard-to-use payment systems will never work for experienced promoters.
Song uses the Eventbrite Organizer app to put control in the hands of the promoters that help grow his business. “It allows us to give promoters access to the tools and data they need to sell out shows without getting in their way,” he says.
His promoters download the app on their phone and get access to the specific shows they’re working. They can sell digital tickets directly on the app and view custom reports to check in on their sales. That means no more constant emails to Song’s team to get updates on their numbers.
Box office managers want reliable, simple tech
For the box office staff, it’s all about intuitive and reliable technology. Glitchy printers, stacks of physical tickets, and hard-to-work scanners only lead to long lines and upset fans.
The front-of-the-house managers need to look for a ticketing partner with a seamless and reliable mobile box office solution. Easy-to-use mobile ticket scanning and fast, secure payments for at-the-door sales are essentials to get the job done.
Song shares that his team relies on Eventbrite Music’s mobile box office solution to get fans checked in fast. “I can train my team in only 15 minutes,” says Song. “They can scan tickets so much faster and with less hassle” than his previous solution. “Plus, I can monitor how many tickets are sold at the door through the app. Everything is reliable — it eliminates any possibility of messing up.”
Owners want to see sales
As the owner of both a venue and production company, Song’s focus at the end of the day is all about revenue. That’s why business owners need tools that will help maximize sales. Venue owners should look for a ticketing platform that will help them sell tickets wherever they promote their shows — without forcing fans to a separate ticketing page.
The convenience and ease of being able to buy tickets directly on Facebook, Instagram, Spotify, and Bandsintown will help fans find shows. But — more importantly — letting fans buy on these apps can double sales.
With Eventbrite Music, 45 East’s shows are automatically promoted to the sites and apps where fans go to listen to music and discover shows, like Spotify and Songkick. These new channels now account for nearly 11% of all ticket sales.
Song also uses Eventbrite’s integration with Facebook to sell tickets directly from their Facebook event pages. The in-app checkout has driven 33% of their sales so far this year. Plus, their “fans love that they can get their tickets without ever leaving the app,” Song says.
Everyone has their eyes on growth
No matter your role, the key to succeeding in the music industry is staying one step ahead of the competition. This doesn’t always mean you need access to top talent or industry tycoons — it’s something you can accomplish with the right technology.
Read Song’s full interview to learn How an Underground Portland Dance Club Creates Sell-Out Shows.