Fever, a global entertainment discovery platform, is revolutionizing the landscape of live entertainment. Since its inception in 2014, Fever has utilized its proprietary data collection and processing technology to expand its operations into over 80 cities worldwide. The company’s technology, coupled with its expansive database of user preferences, insights, and interactions, has proven instrumental in offering a unique blend of events and experiences to a wide array of demographics.
In this TechNode Global Q&A, Santiago Santamaría Soler, Fever’s Global Head of Communications, Public and Institutional Relationships, underscored the role of their data-driven approach in understanding user demand and trends. Fever’s technology allows it to collect hundreds of millions of data points that provide valuable insights into what people like, and the type of experiences they prefer. This data is used to guide their partners and experience creators in adapting and improving their offerings.
For instance, the company’s data-driven approach was pivotal in the creation and success of the Fever Originals Candlelight Concerts, which saw a surprising demographic of attendees, 70 percent of whom were under 40. Furthermore, data has enabled Fever to create partnerships for immersive experiences and strategically contribute to scaling experiences to new audiences worldwide, furthering their mission to democratize access to culture and entertainment.
How integral has the proprietary data collection and processing technology been to your expansion into more than 80 cities worldwide since launching in 2014?
It has undoubtedly played a super important role. Our technology becomes more useful as we expand, even without considering penetration. Our expansion allows us to include more samples and sources within the data warehouse and be more relevant to partners. The fact that we have visibility on thousands of organizers and tens of thousands of experiences and user interactions helps us to guide our partners and experience creators to adapt and improve their experiences. In fact, there are many experience creators who have gone international with us, when they initially didn’t plan to.
Can you describe how Fever’s data-driven approach has helped to revolutionize the entertainment culture and provide personalized suggestions that align with the preferences of different age groups, demographics, and regions?
Fever is able to collect hundreds of millions of data points on what people like and don’t like through our platform. That proprietary data not only includes what events people are buying tickets for, but also what they are browsing, showing interest in, or adding to cart. This information, which is collected across all of Fever’s channels, has proven to be a valuable asset for event and experience producers. Basically, because we are able to understand which experiences are working, which ones there could be more demand for, and which ones could be taken to new cities. It is exactly with this information that, together with our production partners, we help them scale existing experiences as well as create new ones.
The Fever Originals Candlelight Concerts have more than 3 million attendees to date. How have the insights from data contributed to the creation and success of such events? How have they been used to tailor and adapt these experiences to meet diverse audience tastes?
This is a very good question. Fever, as a marketplace, had been offering classical music since the beginning, but it was back in 2019 when we realized the untapped demand for musical offerings and the need to make this genre more accessible to our users.
Through the combined use of qualitative and quantitative research, the concept of Candlelight Concerts flourished. A significant achievement for this product is achieving a surprising audience demographic where over 70 percent of the audience is under 40 years old. Without our technology and database, this would have been impossible.
You mentioned tapping into a younger audience demographic. How have you utilized data to successfully engage this demographic who traditionally might not have had an interest in experiences like classical concerts?
Again, thanks to our vast network of experiences, we were able to bridge classical music to a new audience but, most importantly, without perverting the original concept. In other words, it is still classical music at its very essence but adapted to appeal to that new generation and audience through a wide variety of themes and genres beyond classical, such as jazz, pop, movie soundtracks, and ballet
What is your view on the future of data-driven live entertainment? How do you foresee data continuing to shape the way entertainment is curated and experienced?
We believe there are still many more opportunities to be explored in the world where technology meets live-entertainment. And Fever is something of an icebreaker in this respect. We are the leading company in our sector and data is in our DNA, so much so that in fact, the company’s product vision is “Empowering content creators with technology and data.” That is, making data available to creators and developers so they can improve and scale their experiences.
How does the platform plan to use data and technology to further this goal and bring unique cultural experiences to audiences around the world?
With the wealth of data we possess, we are well-positioned to help our partners in all phases of the funnel: demand analysis, locations, ticketing, marketing, logistics, operations, etc. For instance, we have learned that there are behaviors that vary across different cities, and saw strong demand signals for live entertainment since the onset of the pandemic. Through such data-driven insights, we are also able to provide strategic contributions that would allow them to scale their experiences further and better, reaching new audiences and expanding to countries beyond their reach.
Authentic Flamenco is a recent experience we have launched that makes us feel especially proud. Partnering with Teatro Real – The Royal Opera of Madrid, we have brought the critically acclaimed experience to over 30 cities worldwide, sharing this flamboyant and beautiful traditional art form with people across the globe. Thanks to our platform, we have managed to get content out into the world for the first time in their history and champion the talents of these incredible artists. We continue to look forward to working with various partners to nurture an appreciation for performing arts around the world.
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