San Francisco-based ticketing platform The Ticket Fairy is putting a major focus on disruption of the Australian market after the launch of its cloud-based events platform earlier this month.

The firm’s technology handles sales, pre-registration, check-ins, budget metrics, different ticketing demands based on music styles and ad campaigns.

Developed by brothers Jigar and Ritesh Patel, with teams currently in California, London, Auckland and Mumbai, the Ticket Fairy platform allows organisers to “better monetise and manage events within one highly-scalable self-service system”.

In an interview with The Music Network, the pair said the idea for The Ticket Fairy was developed while working as event promoters in Sydney in 2011.

Jigar told TMN that Australia has “always been an important market” and that Ticket Fairy is looking to “grow the events economy” in the country.

The pair said they are targeting Australia for several reasons, including “how hard New South Wales has been hit with such harsh licensing laws and lockouts.”

This refers to the state introducing a law prohibiting ticket resellers from charging more than the original cost of a ticket.

The Ticket Fairy said its technology mitigates resale fraud and scalping by providing a single, closed-loop, primary and face-value-only secondary ticketing system, which has been operational since 2014. The technology matches late buyers and sellers automatically, provides an escrow-like workflow to avoid direct money transfer between strangers, and cancels the original ticket once sold.

Earlier this month, the company launched its cloud-based events platform after bringing in $2.5m in new funding from technology and entertainment investors. Its self-service solution, combining ticketing, marketing and management, is available for event organisers in North America, Oceania, the UK, Europe and India following a successful test period.

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