Eventbrite has hit the launch button on Eventbrite Music, a new solution built specifically to empower independent promoters and venue operators and which the company’s chief confidently labels a “game changer.”

Initially, independent venues, promoters and festivals in Australia, New Zealand and North America can plug into the new software, which promises to power events from end-to-end.

Speaking to TIO, Eventbrite’s president of music Andrew Dreskin says live music players in Australia have been crying out for features like improved user permissions, self-service marketing and better platform integration. And that’s what the company set out to build.

“We’ve seen exceptional growth in music in Australia and New Zealand over the past four years. In fact, I spent some time in Australia earlier this year meeting with promoters and venue operators, and I was incredibly impressed by the strength of the music scene there,” he says.

The pain points for venues, promoters and festivals are “pretty much universal.” They need to “reduce friction in their day-to-day operations, have their shows be profitable, and deliver great experiences for both artists and fans, night after night.”

The new mobile-optimised platform is said to seamlessly manage multiple venues, marketing campaigns, websites, reporting and analytics, all from a single account. And with a single click, users can tag an artist and instantly connect with more fans thanks to the software’s integrations with Spotify and Bandsintown, while also pushing shows to Instagram and various other distribution platforms.

Eventbrite Music Cherry Bar
Eventbrite Music Cherry Bar

Dreskin and his colleagues worked closely with clients across the globe through the development stage, including Nicholas Jones of Cult Leader, the team behind Melbourne venues Cherry Bar and Yah Yah’s.

“If there’s one thing I’ve learned about Aussies it’s that they love going to live shows,” he notes, “and I believe Eventbrite Music will play an important role in fueling a thriving Australian live music ecosystem.”

The development comes soon after Live Performance Australia announced a “record-breaking year” in its Ticket Attendance and Revenue Report, which found money generated by contemporary concerts was at all-time levels in 2017.

Eventbrite, the U.S.-based ticketing and event technology platform, launched in Australia in 2014 and has grown steadily to become an established player in the independent music space. Last year, Eventbrite acquired Ticketfly and ticketscript and, currently, its local partners include The Corner Hotel, the Untitled Group (Beyond the Valley), FOMO, Ultra and Strawberry Fields.

With the launch of the new platform, Eventbrite will begin phasing out the Ticketfly brand before shutting it down in 2019, Billboard reports.