GigsWiz isn’t even a year old and already they have a very solid and impressive track record behind them. I talked to Joonas Pekkanen, the finance guy as their website puts it, about their newly released ticketing service that in all simplicity helps bands sell more tickets. Having had this talk, I finally realised how fundamentally broken the industry has been. One of the main concerns the promoters have had, according to Joonas, is that bands really aren’t helping out in promoting their own gigs. Now think about that for a moment, you as an entrepreneur (which artists are, but most probably don’t think like it) aren’t helping out people to sell your own services that your produce – how crazy is that?

GigsWiz set out in the spring to offer bands analytics of their fan base to better understand where they should be doing their gigs. Joonas Pekkanen told me that you could call this some sort of a minimum viable product to test interest and start building a brand for themselves. “This is something I’d recommend to other startups as well, don’t try to implement your master plan right from the start”, Pekkanen continues.

Last week, GigsWiz came out with their ticketing service. This of course is a natural extension to their analytics package they offered to bands. Having organised events at ArcticStartup, I realise that the events business is a funky one. Little private event’s needs are totally different from those of a large conference, not to mention how different the needs are if you’re putting together a gig for a band.

Looking at GigsWiz with this in mind, I believe they’re onto something very big here. Not a lot of ticketing services offer technical solutions for bands to better sell tickets to their gigs. Sure you could use other services out there, but it’s just not the same thing – needs are different.

GigsWiz ticketing service has some very simple, but useful tools built into it as well. Bands are active in different social media services where their fans are following them. These channels haven’t been used in promoting their gigs too much and promoters are really wanting to tap into this stream.

GigsWiz has a feature, where the artists grants them access to their Facebook and Twitter streams and GigsWiz rewards the bands financially for this. Bands get a £10 sign-up bonus and £2 for every Facebook message GigsWiz sends. According Joonas Pekkanen, they are very careful not to spam the fans with commercial messages. They send one message when the concert tickets become available and another one before the concert.

The ticketing service GigsWiz has built is nothing too different from those that we’ve all seen. What makes it different though is that I think they answer the music industry’s needs very well and that may eventually be a very big advantage for them in terms of potential competition from more general ticketing service providers.

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