UK-based cell ticketing platform DICE has discovered a brand new market in India, simply as an business for digital concert events begins booming
Keep in mind the final time you held a live performance ticket in your arms and confirmed it off on social media? The pandemic has robbed us of that pleasure, however UK-based cell ticketing platform DICE is right here to alleviate the unhappiness.
Based in 2014, DICE is a plaform that permits one to find and attend reside occasions. The corporate has beforehand labored with Kanye West, Charlie XCX, A$AP Rocky and Billie Eilish amongst others. DICE launched in India final month; its founder-CEO Phil Hutcheon says, over video name from the UK, “We see a large amount of curiosity internationally for Indian musicians, and we wish to faucet into an vital market that can also be numerous. Final yr, we launched in america and we noticed loads of traction. In a manner, that readied us for extra growth.”
DICE, nonetheless, doesn’t simply wish to develop into one other social media platform the place an artiste is singing at a digital camera and viewers are minimally engaged. Phil factors out that his firm has been working to create ambient productions to imitate a live performance surroundings. “We’re dedicated to recreating high-end manufacturing worth, and this can even hold the artiste motivated and the audiences motivated as a result of they’re, in spite of everything, spending cash on that ticket to benefit from the live performance,” he explains, including that ticket costs are within the artiste’s location forex.
India as a music oasis
Livestreams from India have kicked off: Raghav Meattle carried out on November 15 together with Rahul Shah, Sooraj and Niyati Mehta. On December 3, Anushka Manchanda aka NUKA might be internet hosting a live performance, and December 12 will usher in digital competition RetroFuture 2.0. DICE claims that greater than 4,000 digital concert events have taken place globally by way of the platform since April 2020.
Arnav Banerjee, DICE’s India head, says the pandemic made musicians resort to social media reside performances “the place little to no cash is made”.
“DICE helps them to show a revenue and in addition really feel enthused throughout a time of no concert events,” he remarks, including that the corporate would additionally spherical up venues from the place the livestreams would happen. “It’s a great approach to create jobs in these tough occasions. Live performance manufacturing homes have taken successful in the course of the pandemic, so we now have to assist adapt to that.”
India’s numerous market additionally presents DICE with alternatives to faucet into genres like Carnatic and Classical, one thing Arnav notes “is within the pipeline”, earlier than including, “These genres at all times generate loads of native and worldwide curiosity. Proper now, we’re focussing on taking Indian musicians in a phased method.”
Notably thrilling is the attain potential of live-stream concert events with high-end manufacturing worth, in that followers from Tier 2 and Tier 3 cities needn’t pay further and journey to main metro cities for a reside live performance. Arnav agrees, “We now have seen nearly all of ticket consumers do journey into the cities for concert events. We don’t want anybody to overlook out on these alternatives; we would like a good sport that manner.”
Behind the scenes
The corporate additionally has a strict anti-scalping coverage — that means, there isn’t a second-hand promoting of tickets. If a buyer is unable to attend a live performance, the ticket is merely transferred to a different buyer on the identical value with no mark-up. “We needed the area to be as democratic as doable and that system has earned us loads of belief within the music business,” Phil explains.
DICE’s app has a clear UX (consumer expertise) relaying emphasis on the occasions. Its algorithm has the choice to sync with Spotify or Apple Music library, in order that DICE can advocate concert events and festivals for you. Phil is pleased with the tech group that has leveraged this algorithm to make DICE totally different for each consumer. “We even have our group to verify the live-streams go easily,” he provides, explaining that whereas they could not have invested in Adaptive Streaming applied sciences, they do guarantee that manufacturing and high quality checks are executed earlier than the live-stream kicks off.
So, how does DICE make a revenue? “We now have charges, a set fee that’s sometimes 10%, however this could range. The massive distinction with DICE is that followers see the total value upfront so there aren’t any nasty surprises on the finish, and we work arduous to maintain the value honest for the followers,” Phil provides.
Obtain DICE app here.