BARCELONA (CelebrityAccess) – Primavera Sound has inked an exclusive partnership with digital ticketing platform DICE in a move that sees the Spanish festival going paperless.
The deal will see DICE serving as the official ticketing partner for all Primavera Sound events in Europe, including Primavera Sound Festival in Barcelona, NOS Primavera Sound Festival in Porto, Portugal, in addition to the Primavera Tours and the club night Nitsa at Sala Apolo in Barcelona, starting in 2020.
Founded in London in 2014, DICE now operates in the UK, US, France, Italy and Australia. The company’s partnership with Primavera Sound marks its launch into the Spanish music market.
Pablo Soler, Founder of Primavera Sound, said: “Our team has been selling tickets for Headliner Shows and Club Nights for three decades and Primavera Sound faces it’s 20th anniversary next edition. Selling tickets is key, and everything we know from DICE makes their platform the best option both for our festivals and events. Top security features for the fan and the promoter, a great user experience, dedicated service to customers and the suppression of all use of paper in the process make DICE the perfect ticketing partner for the years to come.”
Phil Hutcheon, DICE CEO, commented: “We looked at all the problems of ticketing and fixed them from a fan’s perspective. When artists and promoters use DICE, tickets don’t end up on the secondary market. We make it super easy for fans to buy and we use our data to help fans discover amazing events. A third of our sales now come via the DICE recommendation engine.”
Hutcheon added: “I’ve been going to Primavera Festival for years because I love everything about it. It’s an exciting time for Primavera as they continue to expand globally and with DICE they have a team that is on a relentless mission to get people out more. Primavera are again leading by example – this time to eliminate scalping while offering their fans the best ticket buying experience possible.”
This past summer, 220,000 fans attended Primavera Sound in Barcelona, which had a 50/50 gender-balanced bill featuring Erykah Badu, Solange, Tame Impala, and more.