The New Bosses 2024: Triin Kalmu, Piletilevi Group

The 17th edition of IQ Magazine’s New Bosses, in association with Futures Forum, was revealed in IQ 129, recognising 20 of the most promising 30-and-unders in the international live music business.

To get to know this year’s class a little better, IQ conducted interviews with each one of 2024’s New Bosses, discovering their greatest inspirations and pinpointing the reasons for their success.

On completing her degree in accounting, Triin joined ticketing specialists Piletilevi Group in 2018 as an assistant accountant, and after a few months was promoted to a full accountant. In October 2022, her climb up the corporate ladder continued when she was promoted to Group CFO. Last year, she became a Piletilevi Group board member, and in May 2024, she became a member of the supervisory board for Poland’s Biletomat ticketing service.

Why did you choose to pursue a career in the ticketing business?
The honest answer is that I did not choose to pursue a career in the company because it operates in the ticketing business. I ended up at the company through many fortunate coincidences, for which I am very grateful. I have been able to grow within the company and explore the different aspects of finance that this field entails. Certainly, working in the industry for 6.5 years has had a strong impact on how I view cultural events and has increased my attendance at these events. None of my family members are involved in the ticketing business beyond just enjoying the events.

In terms of expanding your network of contacts, are there any events, platforms or forums you attend that you would recommend to others?
A big way to expand the network is definitely through the acquisition processes, during which you meet many professionals and have the chance to work together, maintaining future contact thanks to LinkedIn. But there are also career-specific local yearly seminars to attend, usually provided by internationally known audit companies. There are also seminars held by banks to keep informed about their views on future changes in the economy which have an impact on people’s entertainment consumption.

What one thing would you like artists, fans, and other music industry professionals to learn about your country to persuade them to visit listen to some Estonian bands and artists?
Estonians are eager to consume and produce cultural experiences in impressive diversity. So when visiting Estonia, you can be sure that whether you are an artist, fan, or music industry professional, you will find plenty of options to enjoy.

“Estonians are eager to consume and produce cultural experiences in impressive diversity”

The growth of Piletilevi Group has been rapid. What are the challenges that you and your colleagues face while the business continues to expand?
When I joined the Group, Piletilevi operated in four countries. Today, the Group is active in seven countries, with four new countries and even more companies joining past and this year. Piletilevi acquired a company in Romania and another operating in the Czech Republic, Slovakia, and Poland in 2023, along with additional companies in Poland this year. Both organic growth and expansion have significantly increased our mediated GMV, from 100 million euros to almost 200 million euros during 2023. By 2024, we expect this figure to reach 300 million euros without additional expansion, equating to 15 million tickets sold. Rapid expansion definitely brings changes and requires adaptation to new situations, which is exciting and interesting but also challenging as it demands significant effort everyone involved.

One thing I would consider as challenge is that all companies have their own stategy, development products and brand which they adore and have been creating with care and excitement. During expansion and mergers, questions arise such as which brand to keep and which developed products provide the best possible service to customers. As much as there are people involved, there are opinions and emotions. Behind all the technical work and changes, there are emotions across the entire spectrum, with people trying their best to adapt to the changes.

In addition, every country has its own specifics that must be considered in system development and the creation of general guidelines. The challenge lies in harmonising all countries from every possible aspect, standardizing processes, and implementing them to be able to receive and deliver expected results. During rapid expansion, it is crucial to keep the focus and keep people informed about where and how we are moving, what our Group’s goal is, and what we aim to achieve together. By the end of the day, when companies have settled into the Group, the hard work behind it definitely creates a feeling of success, which underscores the purpose of putting your heart and effort into it.

“The highlight of my career is being noticed and trusted with such roles at a young age”

You’ve worked through the ranks at the company to become a board member. What’s been the highlight of your career so far?
I have been with the company for more than six and a half years, starting as an accounting assistant. Each year, I was entrusted with starting in a new position with higher responsibility, which is the main reason, alongside all other positive changes the company has undergone in recent years, I have not had the feeling I need to change the company to have the ability to grow professionally. Piletilevi Group is definitely a company where people are noticed which leads to creating long-term business knowledge inside the group as people feel valued and motivated to be part of this innovative international company. I consider the highlight of my career to be the fact that I must have done many things right to be noticed and trusted with such roles at a young age. The biggest highlight for me personally was actually the entire first year as Group CFO, during which many important changes were made from the company’s perspective. I also experienced significant personal growth during that first year, facing new situations and managing tasks that I was doing for the first time every day. It is still the case today, so the growth definitely continues.

What advice would you give to anyone who is trying to find a job in ticketing of the live entertainment business?
I think the answer is the same as in every other business sector: be trustworthy, keep your promises, take your work seriously, but don’t forget to have fun and definitely do not lose your cheerfulness! Be confident and brave enough to share your innovative ideas!

What is your favourite venue, and why?
In Estonia, it’s definitely the outdoor venue Tallinna Lauluväljak, which also hosts the National Song Festival which is very important for all Estonians due to historical background. During the summer, a significant number of international artists’ concerts are held at this venue. Imagine a warm summer night, whether sitting on your blanket on the grass or jumping and singing your heart out while enjoying high-quality concerts by international artists, with a view of the sea where the sun is setting. It’s something you wouldn’t want to miss and these concerts enjoyed there are something to travel back in your memories once in a while.

“Be trustworthy, keep your promises, take your work seriously, but don’t forget to have fun”

What events, tours or festivals are you most looking forward to in the year ahead?
I definitely will visit Banksy’s exhibition in Estonia as soon as possible, which has received amazing feedback from people who have already visited. So people visiting Estonia during summer highly recommended to go and experience the extraordinary art. In August, I am going first time to an Ed Sheeran concert which takes place in Kaunas. In September, I will be in Sweden enjoying Justin Timberlake’s show again after a 10-year break.

Do you have a mentor, or anyone you rely on to bounce ideas off?
We have very experienced people on the board, including one with impressive experience in ticketing and another very strong and long experience in CEO role of different companies in various sectors to bounce idea off. I believe we have good synergy thanks to our differences, as we share a strong focus, values and understanding of our Group goals. If I were to mention someone as a mentor in terms of leadership, I would definitely point out our Group CEO and shareholder and in terms of position specificity, our Group CA is definitely someone with whom I feel we can handle everything!

As a New Boss, what one thing would you change to make the live entertainment industry a better place?
In our Group, we strongly focus on the ESG topic. Due to this, I see significant growth potential in how events are organised with greater consideration for the environment, making better and more sustainable choices that are possible without compromising quality. I believe that in the coming years, there will be a significant change among organisers regarding everything related to ESG and event organising.

What would you like to see yourself doing in five years time?
Based on today’s good feeling in Piletilevi Group, I can see myself being in the same company, acquiring new experiences and expanding my business-specific knowledge. Personally, I see myself happy, healthy and active, enjoying various events as much as possible in all the countries we are operating in.

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.

Estonia’s Piletilevi Group acquires Polish ticketers

Estonian ticketing company Piletilevi Group is expanding its presence in Eastern Europe with two new acquisitions in Poland.

The firm has acquired majority stakes in Kicket and Biletomat, which will increase from 77% to 83.8% by 2026.

Piletilevi Group says that, as a result of the mergers, it’s now the second-largest ticket sales company in the Polish market and the largest player in Central Europe.

Piletilevi Group brokers tickets for nearly €320 million per year

“We now face the task of effectively connecting the companies that are being purchased and our existing company GoOut Poland, so that the best functionalities of Piletilevi Group and the new partners reach all our customers as quickly as possible,” says Sven Nuutmann, co-owner and CEO of Piletilevi Group.

The Group, which isowned by Nuutmann’s investment company EastCom Capital and BaltCap (the largest private equity investor in the Baltics), brokers tickets for nearly €320 million per year.

Founded 27 years ago, the Tallinn-headquartered firm operates in Estonia, Latvia, Lithuania, Romania, the Czech Republic, Slovakia and Poland.

The company have invested nearly six million euros into a new platform, which will be completed in the first half of 2025.

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.