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


SA’s Howler expands globally with Elrow deal

The South African-born technology company has added Elrow to its European portfolio, signing the renowned party brand to a four-year global ticketing deal

By IQ on 30 Nov 2020

Elrow organises colourful party events in 26 countries

Elrow organises colourful party events in 26 countries

image © Elrow

South African cashless and ticketing payments platform Howler has signed a global ticketing deal with Elrow, the Superstruct-owned Spanish party promoter.

In normal times, Barcelona-based party brand Elrow hosts more than 150 productions annually, attracting millions of fans in 26 countries.

The four-year partnership with Elrow (formerly Elrow Family) will see Howler enter into new European markets and “across more global operations than ever before”, according to Howler CEO Shai Evian. “I have been following the Elrow brand for a number of years,” comments Howler CEO Shai Evian.

“Anyone in the industry knows that Elrow has globally set the benchmark. To work with them at the highest level is a dream come true. The entertainment technology industry is one of the most competitive in the world and it goes to show that South Africa is a breeding ground for next-gen tech. This is a massive vote of confidence, especially in the times we’re in today.”

“This is a massive vote of confidence, especially in the times we’re in today”

Elrow joins existing clients in Europe, including Sónar in Barcelona, Kappa Futur Festival in Italy, Monte Verde in Portugal and Oasis in Morocco, as well as soon-to-be-announced new year’s eve events in New Zealand.

“We are so excited to put Howler on the global events stage, working with the best in the business and helping make moments matter,” continues Evian. “This partnership is especially exciting as technology becomes the cornerstone of events, and as customer behavioural analytics become more and more valuable in creating success for future events.”

Founded in 2015, Howler’s end-to-end platform includes solutions for ticketing, cashless, access, insurance and more for event organisers.

The Johannesburg-company announced the new deal at the virtual Amsterdam Dance Event last month. To watch the webinar back and learn more about the partnership, register at the Howler website.


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.