AEG Presents is targeting a tech revolution within its ticketing division after naming dynamic pricing pioneer Scott Holtz as vice president, ticketing strategy.

The former Live Nation executive is charged with helping expand ticketing strategy and revenue generation efforts across all ticketing platforms. Holtz, in the newly created role in the global touring and talent division, will lead the deployment of the latest technologies to make strategic real time pricing decisions in an effort to maximise revenue for the division’s touring artists.

Holtz brings more than 18 years of event ticketing experience to AEG Presents, both on the venue and promoter sides. He departed Live Nation last year after nine years, most recently serving as vice-president of pricing and distribution.

Holtz, who will be based in New York, is considered a leader in the implementation of dynamic pricing strategies and revenue growth.

“Adding Scott to the team brings us to another level in terms of super-serving our artists,” said Gary Gersh, president of global touring and talent at AEG Presents. “His talents, experience and insights are going to be critical in reshaping the way musicians who work so hard to entertain their fans night after night are compensated for their efforts.”

Holtz’s background also includes positions at the Wells Fargo Arena in Philadelphia and Princeton University, where he implemented the school’s current centralised box office operation.

Holtz said: “I am excited to be joining the AEG Presents team and look forward to working with all of the talented individuals that have a hand in the world class events and tours produced by this organization. As our business looks to a new future and greater opportunities post-pandemic, I hope to bring some new perspectives on ticketing strategy to help increase overall revenue.”