P2P marketing changing ticket sales process, says Audience Republic CEO

Peer-to-peer marketing is driving ticket sales in Australasia according to numbers presented by Audience Republic.

The company has worked with festivals such as Electric Gardens, Beyond the Valley and Lost Paradise as well as events featuring artists including Chance the Rapper and Schoolboy Q.

Jared Kristensen, the company’s chief executive, said New Zealand’s Rhythm and Vines was one event that experienced particularly high demand early in its sales process thanks to P2P marketing.

Kristensen, who will appear at this year’s Electronic Music Conference in Sydney, said the pre-event campaign process is one of the most significant ways the advent of the digital revolution has changed live music. He pointed to the way Audience Republic helps event promoters reward fans that ‘invite’ friends, increasing word of mouth.

“We’ve had a lot of success around this, and one great example is pre-sales,” he said. “Fans can earn points for referring their friends that register for the presale. The top point scorers unlock incentives which can be access to cheaper tickets, free tickets or awesome prizes – think artist meet and greets, Glamping packages.

“Rhythm and Vines is a great example of this, where they were 25 per cent sold out 12 months in advance as a result.”

IMAGE: ville de Barcarès