Dice began life in 2014 as an idea for a new kind of ticketing company by Phil Hutcheon, a music industry veteran who previously worked at Modular Records before going on to found his own record label Deadly People. The concept was a simple one: 100% mobile to put a stop to touts and extortionate resale sites, and actually allowing gig goers to have refunds if they can no longer make a sold-out event.
Over the last four years, Dice has gone from a six-person company based out of UsTwo’s London co-working space, to having more than 70 staff with an office in LA several more locations in the works. Music Editor Leonie Cooper is part of a new wave of people (along with Patrick Duffy as creative director) who have been brought in to help the start-up grow into a fully fledged business. Here, Cooper talks about the challenges of building a content strategy from the ground up, and trying to evoke the spirit of 80s’ Smash Hits.