WHO'S USING IT: According to founder Jordan Glazier, there are three industries that have adopted the services: music, comedy and politics. More than 30,000 musicians have used the service, and, he said, many are using the data to make touring decisions: "Is it going to be Cleveland or Columbus this time around?" Performers and politicians can use the service to get highly targeted maps of where there's the most demand as well as use age demo and geographic data to serve up highly targeted messages to fans, such as "Hey Santa Barbara, thanks for the great demand -- I'll be there Nov. 18."
THE BRAND FACTOR: As more brands attach themselves to entertainment properties such as music artists and comedians, there's an opportunity for them to earn that age-old goodwill a sponsorship brings. When a particular city demands a visit from a band, Mr. Glazier said, "the brand becomes the benefactor of the event. It's 'thank you Verizon for bringing the event to my city.'" What might be more appealing to brands, however, is that by doing so they too can tap into the database of users compiled via Eventful.com. He sees a business in competitions as well -- a marketer sponsoring a contest that brings a music tour to the top 10 cities that demand it. And eventually, he said, Eventful could syndicate its data.