Hive raises $27M for live-event marketing software
Frontier Growth invests $27 million in Hive to expand its data and marketing platform for venues, promoters and festivals.
What happened
Hive announced a $27 million Series B investment from Frontier Growth. Its marketing platform connects ticket-purchase data with email, text messaging, advertising and customer-management tools used by venues, promoters and festivals. The company plans to expand its product, ticketing integrations and international presence.
Why it matters
Live-event organisations often hold customer information across multiple ticketing and marketing systems. Bringing those records together can help them understand audiences, reach previous buyers and measure whether a campaign results in ticket sales. Hive says more than 1,600 organisations use its platform, a company-reported figure.
The bigger picture
Venues and promoters increasingly want direct relationships with fans rather than depending entirely on ticketing platforms or social networks. Software that connects purchase history with marketing activity can support that shift. The commercial test is whether Hive consistently improves attendance and campaign economics while handling customer data responsibly across different markets.