Boosting the music scene from scratch

A game of chance is bringing people to music venues to see artists less well-known than Coldplay or The Weekend.

da Maud Largeaud , AdForum

Music venues are busy again, but how to get audiences to attend gigs by up-and-coming names as well as firm favourites? In Sweden, live entertainment companies Luger and Live Nation teamed up with Forsman & Bodenfors to launch a solution: The Shuffle Ticket. The scratch card ticket costs 30 euros (for two places), but you never know who you’re going to see until you scratch the surface. Just like the “shuffle” option on a music player, it’s a lottery: The Arctic Monkeys, or an underground Swedish act? The first shuffle tickets sold out in a few minutes on the first day, so the organizers will repeat the operation twice in February. We’re wondering if Scratch Massive are playing.