EDM EVENTSOTHER EVENTSEDM EVENTSOTHER EVENTS

EDM EVENTSPOWERED BY

SOCIAL MEDIA

NO + 1? NO PROBLEM! MEN LOVE TO DANCE

TAKEAWAYS

Sources: Sales and demographic data from Ticketfly reports from 1/1/12-7/31/12. Facebook and Twitter demographic data from Mashable: http://mashable.com/2012/07/04/men-women-social-media/

700,000+

600,000+

500,000+

1,000,000+

900,000+

800,000+

4,000,000+

3,000,000+

2,000,000+

5,000,000+

1,366,399

@deadmau5

615,484

@diplo

1,847,625

@skrillex

5,895,407

@davidguetta

1,310,256

@tiesto

The most successful EDM artists and promoters understand that building a following on popular social networks is critical to creating community and establishing a strong direct to fan communications channel.

For some EDM venues, men buy up to 70% of the tickets. But, in general, women are more active on social media: 58% and 64% of Facebook and Twitter’s users, respectively, are female. Since EDM ticket sales are driven by social media, it is surprising that so many men are buying tickets.

EDM fans likely buy fewer tickets per order because of the inherent communal qualities of a shared EDM experience. EDM fans are part of a community, which makes them less inclined to pair up in advance of an event.

Electronic dance music (EDM) has risen in popularity to become the genre of choice for millennials, and social media has emerged as a key driving force in its increasing popularity. EDM artists, promoters, and labels use

social media to engage with fans and fans use social media to spread the word about new music and upcoming events. Ticketfly, the social ticketing platform, recently conducted an in-depth study to quantify

and better understand the unique and explosive trends in the social and buying behavior of EDM fans.

6,000,000+

EDM ON TWITTER

So what does these mean for EDM promoters and venues? Follow these simple guidelines to create a socially successful event.

more ticket sales than search for

EDM fans discover events based on recommendations from their social graph and go directly to the purchase from links on social networks, bypassing search engines. Fans of other genres are far more reliant on search.

Search is less important for EDM ticket sales than social media, which is not the case for other types of events. Typically, search drives 5x more ticket sales than social.

MORE SOCIAL, LESS SEARCH

Sales FromSearch

Sales FromSearch

Social media drives more ticket salesfor EDM events

Facebook on a mobile device drives

more ticket sales for EDM events

EDM fans love social media and access their favorite social networks anytime, anywhere.

6X6X 3X3X

When fans are avid social media users, event announcements spread quickly, so it’s no surprise that promoters also turn to social media to promote their events. Fans not only buy tickets after discovering events on social media, but also share the event, driving additional ticket sales.

SOCIAL TICKETING SELLS

EMBRACE SOCIAL MEDIA

SELL WHERE THE FANS ARE DONT STRESS ABOUT SEARCH

Let fans be the promoters; provide tools that make social sharing simple

LET FANS BE THE PROMOTERS

Enable fans to purchase tickets directly from social networks and their phones

While SEO and SEM are still important, social media drives more ticket sales for EDM events

Recognize that social ticketing sells!

Social Media Drives2X2X

TICKETS EVENT TYPEPER ORDER

2

1 58%

54%

MALE TICKETBUYERS

MALE TICKETBUYERS

EDM events