The Live Music Industry Podcast #38 - Should Promoters Share Ticket Buyer Data? with Matt Washburn (Atlas Touring)
Apr 1, 2026
Matt Washburn, touring agent and Atlas Touring co-founder focused on artist development and data-driven routing. He debates whether ticket-buyer data should be shared and why some fear it. The conversation also covers Prism Insights, AI’s role in booking and routing, changing fan buying habits, and how Atlas rebuilt workflows to cut friction.
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Transcript
Episode notes
Ticket Buyers Are An Artist's Core Asset
- Ticket buyers are the most valuable subset of a fanbase and owning that data lets artists drive ticket, merch, and vinyl sales directly.
- Matt Washburn explains collecting promoter data over years reduces marketing costs and fuels both local market growth and broader releases.
Share Data To Build Promoter Loyalty
- Share data as part of a loyal promoter relationship because it incentivizes artists to keep returning and grow the market with that promoter.
- Washburn says sharing often increases long-term loyalty even if occasional dates land elsewhere.
Use Email To Cut Marketing Spend
- Use artist-owned email lists to reduce expensive paid-ad spend and rely on low-effort, high-ROI email pushes at on-sale and mid/closing cycles.
- Washburn notes email marketing can eliminate recurring ad costs when done respectfully.