On discovering DICE
I was working at Live Nation when DICE launched. I remember sitting there looking through the app, and thinking ‘This is going to be huge’. Then, three years ago I saw a position open up and decided it was the perfect move.
I started as Head of Arts and Culture, and then became MD of the UK. And then I had a baby. While I was on maternity leave, I was offered the opportunity to become VP of Content for Europe. To be offered a promotion while you’re on maternity leave is pretty cool. So, I think the ability to progress has come from trust, and I’ve worked really hard, it’s not luck. I’m always moving forward and trying to have fun at the same time.
Our team is responsible for building partnerships with the incredible venues, promoters and creators whose shows live and breathe on DICE. And the shows that inspire a fan to buy a ticket comes from the team that we’re building. The reality is, without the Content team maintaining the quality of our events, we would become a platform just like everyone else, because there’d be no curation of what we’re putting into the app. But we have a voice and fans trust us: everything is personalised, we’re inviting partners into our world because we value what they do. I think it’s a really unique proposition because we’re a company that is built by fans for fans.
On the secret to ticketing success
Simplicity and transparency are the building blocks of great ticketing. You just want it to work, don’t you? It’s so easy to get super-complicated with ticketing and make the process really drawn out and complicated. But our mission is to keep it really simple, and do exactly what we need to do, which is get fans out more.
There was a lot of creativity coming out from ticketing platforms during the pandemic. We did an incredible job of springboarding streaming into the whole industry. The biggest shift for me was that ticketing has always been seen as a transactional service, but the pandemic brought the whole industry together to get creative and collaborate more effectively.
Partners realised that there’s a lot of value in going above DICE brings a huge amount of value that goes above and beyond selling a ticket. There’s understanding fans’ likes, dislikes, behaviours and passions, and what it means to be a fan. The partners that thrive are the ones using our tools and working with our team to drive their exponential growth. I think partners have to understand that our position is a lot deeper than a booking fee.
Working across Europe, the thing that excites me the most is seeing our ambitious and creative partners growing their businesses and connecting with our network internationally, whether that’s artists, labels, promoters or venues. And I’m excited for DICE to be a really continue being an instrumental part of that growth. We all need to sort out an awful loneliness problem that is the overhang of the pandemic – so that mission really inspires me. Our mission is to get fans out more, so the more content we can introduce to fans around the world, the more we give them good reasons to connect with old friends and make new ones too. That's the tonic that makes us all feel good.