Smarter Event Marketing With Ticketmaster and Hive

Key Takeaways:

Ticketmaster and Hive help event marketers activate client-owned fan data to power targeted email and SMS campaigns that drive ticket sales
Integrated marketing tools provide clear visibility into marketing performance and revenue impact
Real-time reporting enables faster, more informed marketing decisions

Ticketmaster is partnering with Hive to give event marketers a smarter way to turn fan insights into targeted campaigns and measurable revenue. As part of the Ticketmaster Nexus Partner Program, Hive expands the ecosystem of integrated solutions available to Ticketmaster clients, helping unify ticketing and event marketing workflows in one connected experience.

What Is Hive?

Hive is an event marketing platform purpose-built for the live entertainment industry, with more than $699M in ticket sales, that helps promoters manage events, engage fans, and increase ticket sales.

The platform combines fan CRM, email and SMS marketing audience segmentation, and revenue attribution in a single system designed specifically for event promoters.

Because Hive integrates directly with Ticketmaster, ticketing activity syncs automatically, giving teams visibility into sales as they happen. There is no need for manual exports or list updates, ensuring campaigns are always powered by accurate, up-to-date fan insights.

Ticketing and fan insights are the most valuable signals in live entertainment. This partnership puts richer, real-time insights into the marketing team’s hands so that they can execute campaigns that move tickets.”

Ian Roberts

CEO, Hive

Proven Impact: Real-Time Insights in Action for SCHEELS Arena

increase in total revenue across events and merchandise

30%

click-Through rate on early SMS campaigns

One of the things I’ve enjoyed from Hive is quick advanced segmentation. Before, we were doing it all manually, and it was on us to sort through it. With Hive, it’s the click of a button away”

Tim Zick

Marketing Manager, SCHEELS Arena

Smarter Audience Segmentation

Teams can now move faster and make more informed decisions that directly impact ticket sales.

Hive also functions as a purpose-built CRM for live events, providing a centralized view of ticket buyers. Clients can segment audiences based on:

Purchase history
Artist and genre preferences
Presale Participation
Venue attendance
Engagement behavior

Existing TM1 Marketing audience lists transfer into Hive seamlessly, so teams keep all their segmentation work and continue activating those audiences alongside new fan data. This means campaigns reach the right fans faster, with less setup time and stronger results.

Automation That Scales With Your Event Calendar

Hive supports automated marketing workflows triggered by fan behavior, including purchases, campaign engagement, and sign-ups.

Automation allows teams to stay responsive during fast-moving on-sales while reducing the manual effort required to manage campaigns across multiple events.

For organizations managing hundreds of events each year, this efficiency improves speed to market, campaign scale, and execution consistency.

Clear Visibility Into Marketing Performance

Hive provides detailed reporting that connects marketing activity directly to ticket sales.

Instead of relying solely on opens and clicks, clients can understand how email and SMS campaigns drive revenue. This visibility helps teams identify:

Which audiences convert
Which channels perform best
Which campaigns drive ticket sales

With real-time reporting and closed-loop attribution, marketers can continuously optimize campaigns and make more informed, performance-driven decisions.

A Smarter Approach to Event Marketing

With Ticketmaster and Hive, clients can move faster, reach the right audiences, and turn fan engagement into measurable revenue, helping maximize ticket sales across every event.

Connect With Us to Learn How Ticketmaster Solutions Can Help Market Your Next Event