Why artists are taking control of ticketing

As the ticketing landscape evolves, the market is entering a pivotal phase, one shaped not just by new tech, but by a new kind of artist.

In this guest contribution for Musikwoche, our Managing Director for DACH, Norbert Stockmann, explores the rise of the Entrepreneurial Artist and the systems needed to support them.

Read the full translated piece:

The worldwide ticketing market is in a period of transition. It’s not so much the new players or technologies entering the space, but rather the shift from the traditional artist to the so-called Entrepreneurial Artist that defines this change.

We’re seeing a clear trend towards a more direct and personal relationship between artists and their fans. The concept of “Broadcast to Dialogue” is central to this. The aim is to move from one-way communication to interactive exchange, where the artist acts entrepreneurially and actively shapes their own success story.

For the Entrepreneurial Artist, this means taking control of their data and fan relationships. By using data analytics, artists can gain deeper insights into the behaviours and needs of their audience. These insights enable them to create personalised offers and experiences that strengthen fan loyalty and drive career growth.

Our robust and reliable platform provides the perfect foundation for this. It enables efficient ticket processing and captures data that can be seamlessly integrated and analysed using external tools. As such, it becomes a powerful asset for artists, and organisers and promoters alike to realise their entrepreneurial vision.

We also offer comprehensive bot protection and fraud prevention tools to safeguard the integrity of ticket sales and ensure fair access for real fans. This data is key to creating meaningful dialogue with audiences, building real communities, and reinforcing the artist’s brand.

As ticketing providers, we must support this evolution by offering scalable technology, processes and analytics. Whether it’s a club tour or a world tour, we offer the platform where these communities can grow. A platform that not only provides flexibility and performance, but also gives artists, organisers, and fans the broadest possible choice.

New features like ticket insurance are another building block to enhance the customer experience and differentiate us in the market. They give Entrepreneurial Artists extra confidence and flexibility in planning and delivering their events.

We firmly believe the future of the German ticketing market lies in combining global expertise with local know-how and continuous innovation. We're supporting the shift from traditional broadcasting to genuine dialogue - enabling deeper relationships and long-term value.

By putting the needs of organisers, artists, and fans at the centre, we can help shape the market sustainably and offer real value. We’re here to empower Entrepreneurial Artists to take their careers into their own hands, and succeed.