Live Events Marketing Platform Hive Scores $27M In Series B Funding

Hive, a live events marketing platform, has raised $27 million in Series B funding from Charlotte-based growth equity firm Frontier Growth.

The funding will go to product development, further ticketing and data integration and international expansion.

Hive says more than 1,600 venues, festivals and promoters use its platform “to connect fan purchase data with email, SMS, advertising and CRM tools,” generating more than $1 billion in sales.

By integrating ticketing and marketing data, Hive allows teams to target campaigns by show, market, on-sale timing and audience segment with integrations through Ticketmaster, AXS, Eventim, Etix, Tixr and DICE. Those integreations bring ticket buyer and event data into the platform, enabling teams to build audiences based on purchase history, location, artist and genre to generate targeted email, SMS and meta campaigns.

“Live events have always been a data problem disguised as a marketing problem,” said Ian Roberts, CEO and Co-Founder of Hive. “For more than a decade, we have built the infrastructure that connects ticket buyers to the people putting on the show. Frontier Growth understands what we have built and where we are headed, and this partnership gives us the resources to bring that vision to every corner of the live industry.”