Strictly Business Dice CEO Phil Hutcheon on a Decade of Fighting Dynamic Pricing in the Ticketing Industry and Why the Mid-Market Is Their 'Superpower'
Jan 8, 2025
Phil Hutcheon, the CEO of Dice, a London-based ticketing software company dedicated to accessible live events, shares insights from a decade of transforming ticketing. He discusses the fight against dynamic pricing and scalping, emphasizing ethical practices that strengthen artist-fan connections. Hutcheon explores Dice’s expansion plans and community-building through music. A notable highlight is a meeting with President Biden about transparency in ticketing, alongside strategies to support mid-market artists with direct fan engagement.
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Dice Origin Story
- Dice CEO Phil Hutcheon's frustration with hidden fees and scalping in the music industry led him to start Dice.
- He noticed large price discrepancies between agreed ticket prices and actual prices for artists, especially in North America.
Early Dice Operations
- Dice initially operated under the fake brand "Tixie" to test the market's acceptance of a new ticketing platform.
- Early on, they sold 10,000 tickets for their first event with a small team and no prior ticketing experience.
London Advantage
- Launching Dice in London offered competitive advantages and allowed for focused product development before expansion.
- This mirrors Spotify's strategy of starting in Sweden and perfecting its model before expanding.