How Immersive Group is “Creating emotional connections between audiences and talent”

“Some technology has made things a bit generic,” suggests Iain Funnell, music industry pro and co-founder of live-sector start-up Immersiv.es. “We used to have beautifully artworked concert tickets that we’d keep as mementos but what we’ve ended up with is a QR code. It’s functional but also pretty boring. Weirdly, we can actually use technology to enhance the most emotional element of this whole process, connection. That’s what I’m really interested in,” he says, “creating emotional connections between audiences and talent.”

Together with co-founders Ornagh Lynch and Ben Dawson, Iain set out to deliver on this goal by creating a company that specialises in making areas of the live-event journey more connected and meaningful. “When we buy a ticket, what happens? We spend lots of money, get a QR code and then nothing happens for months until you enter the arena,” he adds, unpacking the thought process behind the Immersive Ticket. “We buy tickets further up-front than ever before and they’re costing more than they’ve ever done. I thought, ‘Why don’t we create a journey that builds excitement, anticipation and storytelling from the moment you buy a ticket?’”

Here’s how it works. Say you’re Olivia Rodrigo’s biggest fan and snap up a ticket for her new tour. Those opting for the Immersiv.es ticket tier would receive a host of exclusive interactive content and AI-powered personalized moments that build anticipation. From the moment of ticket purchase, it connects with venue technology and leaves fans with a memory wallet of content they can keep and share on their own platforms post show.

In effect, it becomes the ticket holder’s companion throughout the full event experience, enhancing every moment along the way. From bespoke star messages to one-off merch opportunities, Immersiv.es uses tech to strengthen the bond between artists and their fans through emotional storytelling and interaction moments, providing users with a Spotify Wrapped-style memory wallet they can cherish and share.

“We’ve created a product that no one else is delivering on”

“It’s initially aimed at super fans who are typically just 20% of an artist’s audience but account for 80% on music-related activity,,” continues Iain, pointing out that this model can be applied to all areas of live entertainment, from sport, to comedy, as well as music. “We pulled in my knowledge from working at places like Universal Music and Warner Music, mixed it with technology and created a product that no one else is delivering on at the moment.”

Keen to get these perks into the hands of users, Iain enrolled Immersiv.es onto our Creative Enterprise: Investment Readiness scheme to fill in his own knowledge gaps. In his view, it’s a programme that’s perfectly placed for the times, especially when convincing people to back new concepts can be easier said than done.

“Setting up a new company is probably the hardest thing I’ve ever done, especially in this climate,” admits Iain. “It’s difficult to raise money. You’ve not only got to build the product, you also need a pipeline, a business plan, a market strategy and to understand the financial side of things. You’re sort of the captain of everything and inevitably, you’re not going to be good at everything.”

“It’s helpful to have support that helps you look at the framework”

As such, knowing exactly where to place your time and energy is key. It’s something he’s received guidance on from the industry mentors offered to him by the scheme. “Everybody wants to talk about the creative until you reach investors,” he says, highlighting the importance of knowing what elements of your idea to emphasize in the pitch room. “It’s helpful to have support that helps you look at the framework. Are you doing this right? Is it providing a clear picture? What’s your roadmap and what are the holes that investors are going to pick up on? They’ll want to know that you understand the market and figures you’re presenting.”

By doing the hard work now, Iain believes Immersiv.es can fast-track its growth and save time in the long run. “We’re trying to show that there’s a product here that can be a new form of ticket in a market that’s worth £1.5 trillion globally. Having something that points you in the right direction and helps prioritize the right things ensures you don’t waste time on stuff that isn’t important,” he suggests. It also helps to create connections to those most likely to support the company and its goals:  “That was one of the big draws,” adds Iain. “Those opportunities are really helpful.”

In addition to solidifying the behind-the-scenes building blocks that any company needs, the scheme also offers a useful seal of approval. “You want credibility,” he reasons. “If organizations like Creative UK think there’s something in your idea, that builds trust when you talk to investors.” Also, by giving the tiny business details as much focus as the creative guarantees the company is in the best possible place when going out for investment. “We’re really getting into the nitty gritty which is great because our focus is on raising money,” he says. “It’s perfect for us. We need that focus.”