x

The latest industry news to your inbox.

    

I'd like to hear about marketing opportunities

    

I accept IQ Magazine's Terms and Conditions and Privacy Policy

news

Fan marketing app GigRev celebrates successful first year

The white-label direct-to-fan platform is looking to change the way money is made in the music industry

By Molly Long on 25 Jun 2018

Kevin Brown, CEO of GigRev

GigRev CEO Kevin Brown


image © GigRev

Music might be more accessible than ever, but revenues for the global music industry have been almost cut in half over the last 15 years. Artists with small to middling followings rarely reap the rewards of services like Spotify and Apple Music; only those with millions of plays can count on the revenue that streaming provides.

Add to this the fact there is no real way to reach fans outside of social media and costly advertising, and you have an industry that just doesn’t benefit artists the way it used to. Recognising this in 2014, Kevin Brown began the process of creating what is now GigRev.

Though his greatest success of the past came from the founding of affiliate marketing platform Affiliate Window, Brown is no stranger to the world of music. In his 20s, Brown organised bus trips for artist’s fan clubs. Relying on posters in shop windows to attract customers, he took fans across Europe to see their favourite acts, including a particularly successful trip taking 5,000 to see Madonna.

Since its official launch last year, GigRev has gone from strength to strength as it seeks to reignite the power of the fan club in today’s music industry. By creating a white-label platform for artists to customise and update for the benefit of their fans, Brown’s creation aims to monetise the loyalty of so-called ‘super fans’.

“People are ready to take on the music industry and be part of a new era where artists have full control of their relationships with fans.” 

In 2016, Eventbrite published data suggesting super fans account for over half of all festival spending in the US and the UK. According to GigRev’s own data, super fans account for 61% of all music sales. Their data also suggests that 45% of super fans want a deeper connection with artists, beyond just being able to stream songs. Being able to tap into this revenue stream means bands can earn more whilst not needing to rely on external advertising and social media channels.

GigRev has been a work in progress since Brown first identified the problem in 2014. It took three years of testing and development before it could launch. Speaking to IQ about the launch, Brown says: “The response we’ve had since launching GigRev last year has been phenomenal, and not only has it proved favourable with artists and their fans, it’s also had nods from industry heads.

“Before bringing the app to market we spent three years building an extremely robust platform, ready and able to take on the fanbases of some of the world’s biggest names.”

He isn’t the only one who believes the best is yet to come for GigRev. A successful Seedrs campaign this year saw the app reach its £250,000 investment goal and then surpass it by nearly £50,000. It’s a clear indicator that people are interested in what GigRev is looking to change about the industry.

Brown continues: “People are ready to take on the music industry and be part of a new era where artists have full control of their relationships with fans.” 

With a host of successful fan apps already live and more in the pipeline, the team at GigRev are looking forward to the future and the potential change they could create in the industry. Brown says: “We’re really excited for the future of GigRev as we’ve been inundated with requests from artists and currently we are working with some of the industry’s biggest and brightest stars whose GigRev powered apps will be live in a matter of weeks.”

 


Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.

More news

LiveStyled enhances AEG ties with BST, APE apps The app developer, which already provides mobile apps for a number of AEG arenas, worked with AEG Presents on All Points East and BST Hyde Park
UK industry backs Ticketing Without Barriers The initiative, which aims to improve the ticket-buying process for deaf and disabled concertgoers, has won support from the across the business
Festicket raises $10.5m to fuel international grow... The UK-based company, whose marketplace connects fans with sellers of festival tickets and travel packages, has now raised nearly $25m since launching...in 2012
Live Nation confident of record 2018 after best-ev... After making history in Q3 2018, CEO Michael Rapino says it'll likely be another record-breaking 12 months for Live Nation
Live shrinks slightly in 2017 as UK music biz grow... The gross value added to the UK economy by the music industry grew 2% last year, driven largely by recorded music and publishing, reveals the...Measuring Music 2018 report