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.
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Estonian venue closure prompts trade body launch
A coalition of nightclubs and concert venues have formed the Estonian Nightlife Association in response to the myriad of challenges facing the circuit, amid the impending closure of Tallinn venue Sveta Bar.
Sveta Bar, which will shut down on 1 January, launched in the Telliskivi district in 2017 and developed into one of the best known nightspots in the city. The award-winning space became part of the Liveurope venue network and has been a staple of showcase festival Tallinn Music Week.
Noting that tourism in Estonia is at its lowest level since 2010, Sveta co-founder Luke Teetsov-Faulkner explains the bar’s closure was mainly due to a combination of economic factors, including “the Covid-19 crisis, energy and economic crises, restrictions and laws, war, gentrification and higher prices for absolutely everything”.
Sveta’s plight is said to be a sad reflection of the predicament faced by many promoters and nightspots in the country at present.
“Having interacted with various venues, I can confidently say that Sveta is not the only one in this situation,” said Sveta Bar partner Roman Demtšenk, speaking on Estonian TV programme Terevisioon. “Maybe there will be more news coming of other clubs also having to close their doors.”
“Our first priority is to make ourselves known and to make our voice heard”
In a bid to improve the state of affairs, the newly formed Estonian Nightlife Association (Eesti Ööelu Liit) will serve as the representative organisation for businesses in the sector.
“For years we’ve been working mostly independently, but with the situation being as it is and a new tax hike on the way, the only appropriate response is to truly collectivise and come together, to fight for ourselves so live music and club culture can exist and thrive in Estonia,” says Elena Natale, the founder of Tallinn’s HALL club.
“Our first priority is to make ourselves known and to make our voice heard. When it comes to policy, our goal is to achieve a tax differentiation for live music venues and nightclubs. The upcoming VAT tax hike that takes it up to 22% is one of, if not the highest in Europe for cultural endeavours.”
Over the last six years, Sveta has presented a diverse programme of club and live acts, including Boy Harsher, Molchat Doma, SHXCXCHCXSH, UNIIQU3, Umru, Lebanon Hanover, A Place To Bury Strangers, Shortparis, Author & Punisher, Xiu Xiu, HEALTH, She Past Away, Die Selektion, Pablo Bozzi, Bored Lord and Boris.
“It is hard to imagine TMW 2024 without Sveta. It is hard to think of Tallinn without Sveta”
“Music venues like Sveta, are the cornerstone of contemporary music life, by providing regular work to artists and the sector,” says Shiftworks founder and Tallinn Music Week organiser Helen Sildna.
“To grant a diverse music life, we need to identify key players, who nurture careers in music from week-to-week. No question that art will reach its audience through galleries and museums, orchestras and theatre at concert and theatre halls. Music clubs will need a similar status of their own – to be recognised as irreplaceable spaces for musicians and audiences to grow together.”
Sildna continues: “It is hard to imagine TMW 2024 without Sveta. It is hard to think of Tallinn without Sveta. Building a brand, finding an audience, developing a scene and taking care of music culture, as they did, is a deeply unique work of risk-taking, commitment and curatorial smarts.
“I welcome the initiative of Estonian Nightlife Association, as only by joining forces and making our case heard and understood, can we be better in future at safeguarding these beacons that hold together the unique fabric of our diverse music culture.”
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