NITO Advocates for the Sharing of Ticket Buyer Data with Artists

Tom Chauncey, a founding member of the National Independent Talent Organization (NITO), has written a guest column for Pollstar, advocating for promoters, venues and primary ticketing companies to share ticket buyer data with artists.

Outdated methods:

• Chauncey argues that legacy concert marketing methods are no longer working.

• In addition, social media algorithms are making it more difficult, and costly, for artists, promoters and venues to reach fans.

• Sharing ticket buyer data with artists, he argues, allows them to reach fans directly via CRM services, which are cheaper and more reliable than META-owned channels.

The benefits:

• Chauncey argues that “cooperative data sharing can reduce marketing costs, increase ticket sales, and help foster the long-term fan relationships that sustain our live music business.”

• Understanding audiences and their ticket-buying behavior enables “smarter tour routing, more accurate venue selection and more efficient marketing campaigns.”

• This helps “reduce promoter risk while boosting long-term artist growth.”

• It also allows artists to build deeper fan relationships, creating longer-term loyalty and community – making it easier to sell tickets.

The argument against:

• Critics claim that retaining customer data fuels a competitive advantage for venues, and makes it more likely that tours will return in the future.

• The opposite is true, says Chauncey, because “a venue that shares data signals that it values long-term relationships, not just a single night’s box office.”

First step:

• NITO has encouraged all promoters to start sharing data, and its membership to begin making data sharing a part of deal negotiations.

• In support, NITO has created a data share agreement and distributed it to its membership.

• It seeks to protect venues from liability and ensure fan data is handled securely, while artists must commit to “responsible data practices” with clear privacy policies and using shared data appropriately.

What they said:

• Tom Chauncey: “Data sharing builds stronger partnerships, grows artist communities, and creates a healthier ecosystem for all stakeholders. With cooperation and responsible practices, ticket buyer data sharing can and should become a standard across the industry. Let’s get started.”