Live Music

East London venue Troxy extends partnership with Dice

Featured image credit: Troxy

Live event discovery platform Dice has extended its primary ticketing partnership with Troxy, a Grade II Art Deco-listed venue in East London. 

The partnership has spanned the last five years, and will continue to benefit fans looking to purchase tickets to performances from artists such as The Flaming Lips, Diplo, Le Tigre and The Mars Volta.

Earlier this year, Dice and Troxy worked together to host last-minute surprise shows from the likes of Four Tet, Fred again.. and Skrillex. The artists announced the shows on the same day as the event, and Dice set programming in place to sell 2,000 tickets to fans within 16 seconds.

“We’re delighted to continue our partnership with such a well-loved venue like Troxy,” said Sam Ricketts, account director at Dice. “Their programming is exceptional, showcasing world-renowned acts like Dexta Daps and Disclosure to LGBTQIA+ friendly events with Buttmitzvah. Like Dice, Troxy is all about the fan experience, ensuring that fans of all genres are catered for and have the best night out. We can’t wait to support them in the coming years and see what else we can do together for live shows.”

Troxy originally opened as a cinema in 1933, before being converted into a live events venue in 2006. The space has hosted acts such as Jarvis Cocker, Patti Smith, Kano, Biffy Clyro, Robbie Williams, Stereophonics, London Grammar and the NME Awards.

Simon Eaton, head of live at Troxy, added: “When we initially partnered with DICE, we shared a common goal to put fans first and push touts out. Our partnership propelled us into a new digital era for the business where we became the world’s largest mobile-only and tout-proof venue.

“Five years on, we’re proud of our work together and look forward to collaborating on more programming, campaigns and technology for fans to enjoy.”