Turning Clicks Into Sold-Out Shows: How NYBA became the leading marketing company for Live Entertainment.
NYBA has redefined how tickets are sold in the digital era. While many promoters still invest heavily in traditional channels like print or out-of-home – often without knowing the true ROI – NYBA has built a new performance-driven system that makes every cent measurable. Founded by Markus Hetzenegger, who started with small university events and went on to power campaigns for some of the world’s biggest shows, NYBA has sold more than 75 million tickets over the last 10 years.
Back in 2019, NYBA was one of the very first agencies worldwide selected by TikTok to run ads in the platform’s beta phase – a partnership that has since made TikTok a massive driver of ticket sales.
With their new AI- and data-driven marketing technology, NYBA is redefining how tickets are sold. By targeting only potential customers at the right moment, the agency eliminates waste, cuts marketing costs, and generates significantly higher returns. The result: more ticket sales, higher occupancy rates, and a growing number of sold-out shows – all backed by precise, measurable data.
Today, NYBA works with the world’s leading promoters, festivals, and live entertainment companies across DACH, the UK, the US, and the
UAE. Their clients include global superstars like Adele, Drake, Travis Scott, Keinemusik, Coldplay, and Linkin Park; more than seven different Cirque du Soleil shows; large-scale productions such as the BBC Earth Experience in London; musicals like Mamma Mia!; comedy icons including Ricky Gervais and Dave Chappelle, as well as E1, Formula E, WWE, and festivals such as Rolling Loud, Lollapalooza and many more.
Shortlisted by TikTok in 2023 as one of the Top 10 ‘Best Performance’ campaigns for their work with the Blue Man Group — which delivered an ROI of 130x — NYBA has established itself as one of the most impactful agencies in global ticketing.
