“Going out makes us feel good,” according to DICE, a ticketing company with roots

in London, England (DICE. fm, “About”). Since 2014, the London ticketing company

has grown to have offices in New York, Amsterdam, Berlin, and Barcelona, all while

holding true to its original mission of “reshaping the ticketing industry for fans, artists

and venues – breaking down barriers that get in the way of a good time and creating a

fairer and more inclusive industry in the process,” (Ibid). For our audit of the

company, our team brought the London look back to DICE.

An opening scene depicts a young fan, eager for a night out, desperately trying to buy

gig tickets. A sold-out event and outrageously high resale ticket prices add to the fan’s

desperation. Using a metaphoric die, which appears repeatedly throughout the advert,

the audience is alluded to DICE as an alternative means for a night out. With each

“roll of the die”, the young fan experiences successful nights out in London at various

local venues specific to their locales- a soul band at Peckham Levels, a drum and bass

party at Brixton Jamm, a rock gig at The Old Blue Last in Shoreditch, and a queer

event at Dalston’s Superstore. With the roll of the die, each venue allows the fan to

explore London’s diverse array of small local venues, all while connecting with

friends and strangers alike.

The intention of this advert is to credit DICE’s role as a promising alternative to bigger

ticketing and resale companies, while uplifting the company’s mission of promoting

diversity, inclusivity, and equity among venues and fangoers events that allow for

connections along the way. As DICE continues to grow as a multinational company,

it is requisite that we return to our roots, as to hold strong to pre-existing values, and

demonstrate what a roll of DICE can do for fans in their own backyard. Going out and

feeling good is easy with a roll of DICE.