In the News
The accelerator, an offshoot of the broader Techstars operation, has eight partners--Sony, Warner Music Group, Sonos, Harmonix, Silva Artist Management, Bill Silva Entertainment, Q Prime and Era of the Engineer--who combined to pour $120,000 into each of 11 startups from six different countries.
All it takes is a vision and 90 days straight of sleep-deprivation at an intense accelerator boot camp.
The Country Music Association Awards were broadcast live on Tuesday night, but the stars of the country music world weren’t the only things shining during the show.
One of the challenges in marketing, from the first ad posted in the caves centuries ago, is attaining confidence that your message is landing in front of the right eyeballs.
Betsy Cook-McHugh, Founder & CEO
From the CAA tour marketing department to managing artists like Keith Urban and Hunter Hayes for a combined 12 years, I’ve been in the live events marketing and production business for almost two decades now. I had one job - to help artists realize their dream of playing in front of as many fans as possible for as many tours as possible. We’d start in clubs, then theaters, to arenas, and an occasional stadium full of 40,000 people. There was nothing more fulfilling than watching my client’s dreams come true, as their fanbase grew.
I love the art of bringing all the pieces together to help artists connect with people, sometimes that was in hosting a pre-show backstage experience, sometimes it was watching them stay after the show to shake hands and take a picture with every single fan who came to the club that night. But as the audiences got bigger, it became harder and harder to continue a direct connection with the fans. So we'd add more production, more lights, and more video screens so the fans in the nosebleeds would feel closer.
But there was still a disconnect—and as marketer, I lived in fear — that one day my clients would ask:
- How do I send a message to everyone who came to the show tonight and thank them for coming?
- Let’s do a really cool item and just offer it to the fans who came to the show tonight. How do we do that?
- How do we give our fans something special from our brand partners, so we’re creating value for everyone?
Nerdy, right?! Holy marketing nerd. But it was true…there was no tool I could use to make the fans feel special, increase their connection to the event, and continue a dialogue with everyone in the audience.
And so Hurdl was born. Creating impactful experiences that allow you to talk to your most valuable fans directly. So you can offer them whatever you want, when they want it most.