The Giggs Podcast: #14 | Riley Green, The Olympics, and Cue

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With guests Ryan Dokke, Senior VP at Big Machine Label Group, and Cue co-founders Ira Akers and Kyle Campbell, the episode highlighted the potential for deeper fan engagement through interactive tech. Cue, a company initially known for cell-phone light shows, is now leading the charge in music by offering new ways to enhance live experiences.

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Cue’s Impact on the Music Scene

Cue’s technology isn’t just about lighting—it’s about fan engagement and data collection in ways the music industry hasn’t seen before. The company debuted its interactive solutions during country star Riley Green’s latest tour. Using their tools, fans could participate in real-time games, submit content for display, and even live-stream themselves to the venue’s video screens.

Dokke explained the motivation behind integrating Cue’s technology: “We wanted to fill the gaps between performances with engaging moments, making fans feel like they’re truly part of the show.”

Three Key Tools Powering the Fan Experience

1. Trivia Mania: Fans answer trivia questions about the artist, with winners receiving special prizes, like backstage access or exclusive merchandise.

2. PostUp: A platform where attendees submit photos via QR codes, with their images displayed on giant video walls during the event.

3. FanSee: This feature allows fans to live-stream their selfies directly onto the screens, creating a shared, real-time connection between the audience and the artist.

These tools not only enrich the concert experience but also gather valuable insights about attendees. “In just 33 shows, we collected over 12,000 emails and 15,000 pieces of user-generated content,” Dokke shared.

From Sports Stadiums to Concert Arenas: A Seamless Transition

Cue’s history with sports venues, including NFL and NBA games, provided a strong foundation for their expansion into music. Their ability to bypass Wi-Fi and cell service using sound-triggered tech proved essential in stadiums with poor connectivity. “The same technology we used at the Super Bowl now powers fan engagement for artists like Riley Green and Sabrina Carpenter,” Campbell noted.

The smooth integration process impressed Riley Green’s team. “It was effortless. Cue’s tech didn’t add to the crew’s workload but enhanced the fan experience beyond expectations,” said Dokke.

Unlocking New Revenue Streams Through Data

Beyond the fun and excitement, Cue’s solutions offer significant business potential. Artists and labels can collect critical data—like emails, birthdays, and zip codes—from attendees. This information fuels personalized marketing efforts, such as targeting superfans for early access to tickets or merchandise.

Using the collected data, Riley Green’s marketing team reduced their ad spend by over 20% through lookalike audience targeting, amplifying the impact of their campaigns.

The Future of Concerts: A Fully Immersive Experience

The conversation concluded with excitement about the potential for future collaborations. “The music industry has always been a little behind when it comes to adopting new technology,” Akers reflected, “but the response we’ve seen so far shows that the possibilities are endless.”