This month we talk to her about who’s she excited about seeing live, what’s good in Madrid and how Ticketmaster Platinum can work for touring artists.
1) Tell us your story – how did you end up joining Artist Services at Ticketmaster?
Well, long story short, I have a finance background and I was at my previous work in London working for a multinational company for around three years then, but I started looking for a change with new challenges and something that I felt more passionate about.
I found the opportunity checking LinkedIn and I remember telling my friends saying, "Guys, could you imagine how amazing it would be if I could work in a company such as Ticketmaster?" Apart from being a big fan of almost all music genres and live events in general, I studied the piano career back in Madrid so music has always been a big part of my life. The role then was the perfect combination: an international team, in this company, in this industry.
After the whole process I ended up joining Artist Services 2.5 years ago.
2) Can you explain a normal day at work for you?
That’s quite a complicated question! Within the Artist Services team I work managing the Platinum events, mainly looking after the pricing strategy in the UK and the international markets.
Platinum is growing constantly so we’ve increased the team, we’ve improved the technology we use, and there are always new things coming up.
A normal day could start having a meeting with the team to monitor tours and events we are currently working on. We review all our international events as well; we are always looking at new potential opportunities.
3) What has been your favourite campaign to work on?
I could name a lot! From sport events to big music tours that require a lot of work and are very stressful, but once it’s all done, it’s amazing to know you’ve contributed to them.
But if I had to choose just one, I’d say Ricky Gervais – Humanity.
Platinum has been used to reduce resale activity and the artist will donate all extra profit to charity. It’s been an enormous success and it just feels great to be part of it. All the team is very proud of it.
4) Platinum pricing is becoming more and more common. Why is it important and how can it be used more creatively.
That’s totally right, Platinum is growing very quickly, especially in the last three years, as we are building our expertise in the field of dynamic pricing.
Airlines and hotels have used this strategy for years already, it’s rapidly spreading and many others are joining them, such as driving services, theme parks and live events.
In our case, the ticket price is set at the market value and adjusted according to supply and demand, so basically our goal is to provide the right ticket to the right customer at the right time.
There are many benefits about using dynamic pricing in an event:
- Price the tickets much more effectively: when a show is sold out on the same date it goes on sale, giving fans the opportunity to buy tickets on the primary market.
- As a tool for managing resale, it’s very effective at reducing activity on the secondary market; the incremental revenue goes to the right hands.
- Platinum also creates a huge amount of useful insight and data, providing essential analysis for future projects. It builds real and detailed heat maps, allowing us to measure the effects of marketing activity – plus we can make adjustments in real time.
- Demand varies, and using the right technology, we are always able to match prices to demand and maximise each and every show.
5) What are you listening to at the moment?
A little bit of everything, but lately SuperGlu, Dua Lipa, Zara Larsson, Nas… and there are always classics in my playlists!
6) Aydi you’re originally from Madrid, now settled in London. What’s the best thing to do while you’re in Madrid and what do you like about London?
Madrid: First things first, enjoy my family and friends! Enjoy proper Spanish food, the good weather walking around or doing any sport outdoors, a good "Real Madrid" football match and I always try to take the opportunity to go to a gig of a local artist that I miss so much!
London: Everything! I love it (despite the weather). I could start and never end – it has so much to offer. But mainly two things: here I’ve made good friends from every part of the world, and the fact of having the opportunity to work in this industry in London, which is incredible.
7) And finally, what live event are you most excited for in 2017?
Lots of them! I was most excited at the start of the year about Bruno Mars – I’d never seen him live before and he didn’t disappoint!
I also can’t wait to see Metallica, John Legend, Lady Gaga... Field Day, British Summer Time (Kings of Leon and The Killers), Citadel... and some others in Spain!
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