Mustard Media marks a milestone with over £229 million in ticket sales after recovering from COVID-19 challenges. This recovery story highlights their role in driving global event promotions.
- In the past three years, Mustard Media has sold more than 4.2 million tickets worldwide, showcasing their pivotal role in event marketing.
- The agency’s strategic guidance has revitalised large-scale events for major clients, including Live Nation and Reading & Leeds Festivals.
- Despite the challenges faced by the live events industry, Mustard Media’s growth reflects a positive outlook for future festivals and events.
- Mustard Media’s leadership, particularly under Rob Masterson and Ed Norris, has been crucial in steering the agency towards this significant achievement.
Over the past three years, Mustard Media has accomplished a significant milestone by selling more than 4.2 million tickets, generating over £229 million in revenue for their clients globally. This remarkable achievement marks a robust comeback from the brink of closure during the COVID-19 pandemic. By leveraging their expertise in event marketing, Mustard Media has been instrumental in promoting large-scale music, hospitality, and sporting events, both in the UK and internationally. Renowned clients such as Live Nation, Superstruct, and Reading & Leeds Festivals have benefited from their strategic marketing initiatives.
In 2021-2022, the agency achieved notable success, selling 620,000 tickets and generating £35 million in revenue for their clients. The following year saw this figure more than double, with 1.6 million tickets sold and £86 million in revenue for 2022-2023. This continuous growth signifies not only the resurgence of Mustard Media but also a broader recovery for the live events sector, which has faced numerous cancellations and postponements recently.
The agency’s expansive client roster, including high-profile names like Camp Bestival, Wireless Festival, and Aston Villa FC, reflects their extensive influence and success in the industry. Amidst numerous UK festivals being cancelled or postponed, Mustard Media’s steady revenue growth signals optimism for live events moving forward. Their ability to drive ticket sales for such a diverse range of events underscores their expertise and industry knowledge.
Founded in 2013 by Rob Masterson and Ed Norris, Mustard Media has grown into a 15-person team that continues to shape the future of event marketing. Masterson, the managing director, ensures the agency’s profitability and innovation, while Norris, as the commercial director, leverages his substantial network within the music and events industry to spearhead sales and marketing efforts.
Joining the leadership team is Sian Bennett, the strategy director, whose role focuses on directing the brand’s trajectory and fostering innovative strategies and technologies. Her contribution is pivotal in achieving outstanding client results and maintaining the agency’s thought leadership in the competitive market. As Masterson stated, “We’re proud of what we’ve accomplished, but we’re not stopping here. With our ambitious targets and new London office, we’re fired up for the year ahead.”
Mustard Media’s remarkable post-pandemic growth exemplifies their pivotal role in the event marketing industry, promising even greater achievements ahead.
