Media Morph:

Looking at a Vertical Search Engine Based on Events Business

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WHAT IT IS: A two-and-a-half-year-old San Diego-based company that calls itself a vertical search engine based on the events business. claims to aggregate a searchable database of more than 4 million concerts, shows and events at any given time. Nice, but the more interesting application it has launched is a tool that lets fan groups get together and "demand" that an event occur in their area; the performers then get access to a suite of data and contact management services.

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 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.
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