2025 Impact Intl. UK/Euro Honoree: Mark Jansen

MARK JANSEN
Vice President of Artist & Promoter Relations EMEA
Ticketmaster

CHARTING NEW TERRITORY WITH UNPRECEDENTED DEMAND

Live entertainment in 2025 knows no borders: any genre may connect with new fans around the world, and artists may seek out far-flung destinations because the data shows they have fans there.

The big challenge, according to Mark Jansen, VP, Artist & Promoter Relations at Ticketmaster’s Europe, Middle East and Africa (EMEA) outpost, is “driving global consistency for artists and fans when the market landscape varies so much from country to country. In the EMEA region alone, we operate across 23 markets, and the task has been to deliver universally on our clients’ goals while also navigating local nuances.”

Challenges always bear opportunities, and right now, those lie in the “unprecedented demand for live entertainment with tours of a scale we’ve never seen before. For our clients, the real value lies in understanding how that demand can be converted into actions that drive their desired outcomes – whether that’s adding more shows, nailing their pricing strategy or creating new ways for fans to engage.”

Jansen says he and his team are focused on giving clients the tools and insights to dive into this demand data, allowing them to make informed decisions and ultimately support a healthy live industry, he says. Any successful industry needs to concern itself with “succession planning,” ideally before its growth stagnates. In the live biz, this means thinking about “where the next generation of headliners is coming from, and how we support them as they build their careers.”

He adds, “Aiding discovery is paramount, whether it’s through more traditional marketing, amplifying social content, or giving visibility to showcase festivals, smaller shows – in the face of all the struggles that emerging artists have just to play when and where they want to.”

The most rewarding aspect of Jansen’s job is assisting an artist and their team in making their plan become reality. However, he doesn’t have to think long about the least rewarding aspect: “Definitely the assumption that I can get people free tickets …”