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Steve Machin – Founder, Stormcrowd – MusicTank

Steve Machin - Founder, Stormcrowd

A pioneer of the European live entertainment space, Steve brings with him a wealth of experience in ticketing strategy and marketing.  In particular Steve is an evangelist for the uniquely powerful role that the live experience plays throughout a fan’s relationship with an artist and how that relationship can be nurtured and developed through technology.

Steve recently founded Stormcrowd – global consulting and media for the live and digital entertainment sectors.  Stormcrowd works to help brands and stakeholders develop meaningful strategies that will engage consumers where entertainment intersects with online and social media.

Earlier in his career Steve was Head of Music Services for Ticketmaster Europe where he was responsible for developing new services and client strategies across Europe and before that ran UK National Operations for Channelfly (MAMA Group).  While at Ticketmaster, Steve introduced the concept of dynamic pricing to European concert promoters and initiated the charity ticket auction program used by iTunes.

Most recently Steve worked with Tixdaq, the UK ticket comparison and data service launched in 2007, to monitor the burgeoning ticket resale market.  Before Tixdaq, Steve worked as VP of International Business Development for UltraStar Entertainment, the fan club management and marketing service owned by Live Nation where he developed marketing programs and oversaw the European fan ticketing strategy for artists including U2, The Rolling Stones, Madonna and Celine Dion.

Steve started his music industry career in Manchester in 1991 at NorthSouth Distribution, a part of So What Arts, where he cut his teeth importing and wholesaling dance music by day and sampling the Manchester clubbing scene by night.  A brief time in artist management subsequently earned Steve and his charges, Geek, a record deal with Columbia.

Steve also serves as an adviser to the following organisations:

  • Global Cool – Celebrity climate change campaign (London)
  • Sound Advice – Financial and legal services for the music industry (London)
  • Connected Talent – Creative talent management (London)