Kanye West’s listening events in Brooklyn, Miami and Chicago for his new album ‘Ye’ were understandably focused on the music. But there was a tech aspect too: West’s team and marketing agency 1AM worked with British ticketing firm Dice on the events, making tickets available through its app.

1AM’s Julieanna Goddard tweeted about the plans for the events: “Ye wants people to experience the album the same way the 400 people in Wyoming did. Open air, around a fire, with stadium quality sound,” she wrote.

Dice’s involvement was partly to enforce a ban on touts getting hold of tickets for the events. “Warning: tickets for the kanye west events are totally non-transferable. some chancers are attempting to sell their tix but they can’t. if you try and buy them you’ll lose your money and won’t get in,” tweeted Dice ahead of the events last week.

As far as we can make out, the policy was a success. And a coup for Dice, albeit with events outside the traditional network of venues / music concerts that, in the US in particular, is very hard for newcomers to break in to. More pop-up events with individual artists could help the company at least forge relationships and its reputation Stateside.

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