Mustard Media marks its 10th anniversary with an impressive comeback, generating £229 million from ticket sales, post-COVID.
- Recovering from potential closure during the pandemic, Mustard Media has emerged as a leader in event ticket sales.
- With 4.2 million tickets sold, the company sets new records in the global event space, catering to high-profile clients.
- Significant growth was observed between 2021 and 2023, doubling ticket sales figures from the previous year.
- The agency’s leadership remains committed to innovation, aiming for continued expansion and success in the coming years.
Mustard Media, celebrating its 10th year in business, has reported a significant achievement in the post-COVID era by generating £229 million in ticket sales over the past three years. This milestone represents the company’s resilience and successful navigation through the challenges posed by the pandemic, having been at risk of closure during that period.
Initially starting with small club events in Manchester, Mustard Media has grown into a global leader in event marketing. It now influences ticket sales for large-scale music, hospitality, and sporting events worldwide. The company has collaborated with prominent names such as Live Nation and Superstruct, and has been integral to events like Reading & Leeds Festivals, Kendal Calling, and others.
Over the past three years, Mustard Media’s growth trajectory has been remarkable. In the period from 2021 to 2022, the firm sold 620,000 tickets. This number more than doubled to 1.6 million tickets in the following year, reflecting a substantial increase in revenue from £35 million to £86 million. Overall, since the pandemic, Mustard Media boasts 4.2 million ticket sales.
In a time when many UK festivals face cancellations or postponements, Mustard Media’s achievements suggest optimism for the live events industry. Their portfolio, including partnerships with Camp Bestival, Wireless Festival, and others, underscores their growing influence.
Founded by Rob Masterson and Ed Norris in 2013, the agency has expanded to a team of 15 people. Masterson, as managing director, oversees operations, while Norris leads sales and marketing. With the recent addition of strategy director Sian Bennett, the leadership team focuses on innovation and achieving ambitious goals. “We’re proud of what we’ve accomplished, but we’re not stopping here,” said Masterson, highlighting their readiness to advance further.
Mustard Media’s significant achievements post-pandemic set a promising tone for the future of the live events industry.
