Deal with Jam Productions makes Ticketfly “arguably the most dominant middle market provider in North America”
Update: We spoke to Jerry Mickelson after publishing our initial story, and have added a few of his comments. I’ll be following up the story on PollstarPro later today.
When Andrew Dreskin showed legendary Chicago promoter Jerry Mickelson the new ticketing platform he had been building with Pandora, it was clear the ticketer had done some serious jammin’ on its product development. Dreskin hoped once he connected Mickelson with Pandora’s 80-million users and TF’s suite of promoter and booking tools, that Jerry would soon be jammin’ by his side.
In the end, Jerry would sign on, inking a deal that had him “Jammin’ with Drew” while the rest of the ticketing world exclaimed “Holy Mount Zion!” Afterall, Ticketfly signing away Jam Productions from Etix is a seismic event in the independent concert space that brings Chicago’s 1,300-seat Vic Theatre, the 1,000-cap Park West and the 2,300-cap Riviera into the Ticketfly family.
Dreskin told Amplify he had been working on the deal for several years, but it was the company’s acquisition by Pandora in October that crystallized the agreement.
“He instantly got the merger,” Dreskin told Amplify, explaining that “one of the first reach outs I received after the announcement was from Jerry,” who was impressed by Pandora’s 80-million monthly active users.”It’s a massive audience of highly relevant potential ticket buyers. It’s really the biggest marketing platform for event promoters and for concert promoters in the United States,” Dreskin said.
Mickelson is a well-known indie promoter whose peers include giants like Bill Graham, Larry Maged and Ron Delsener, men who helped create the modern concert industry. He told Amplify “I like their technology, it’s good for our company and good for the venues we work with,” adding, “we also think there is a great opportunity for Pandora to touch our audience and increase their marketshare” among concert fans.
Dreskin said the deal means Ticketfly is “formidable in the top three music markets in North America — LA, New York and now Chicago,” making Ticketfly “arguably the most dominant middle market provider in North America.”
“The Jam Productions signing is another good illustration of our continued move upstream into larger venues and promoters,” Dreskin said, noting the company’s recent signings of New York City’s legendary Bowery Ballroom and Mercury Lounge, as well as EDM promoter RPM (formerly Pacha), the Memphis in May festival and Seattle EDM-promoter USC Events show the company is continuing to expand in a highly aggressive market.
The news made big waves in ticketing circles, especially since Ticketfly was picking off one of Etix’s largest and longest running clients just six months after Etix CEO Travis Janovich initiated a management-led buyout of the company, borrowing big to purchase the Raliegh company back from investors. Another ticketing insider said the deal came as a surprise because many in industry didn’t know Mickelson was fielding offers.
“I’m shocked they didn’t try to get competing offers,” our source said. “Like bid the fucking thing up.”
Ticketfly is still finalizing its integration with Pandora and is “very close to launching and announcing the first fully automated integrations between the two platforms,” likely later next month, Dreskin said.
“Ticketfly has approximately 1,500 venues and event promoters across the country who want to display their inventory in a highly targeted manner to prospective ticket buyers,” Dreskin said. “Now, with laser precision, we can display those promoter’s inventory to those fans of the act, right as the show is announced or right as the show is put on sale.”
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