Planet
Planet is a B2B fan engagement platform that helps music artists, labels, managers, and venues convert live event audiences into authenticated, directly addressable fan relationships via wallet passes, NFC check-in, geo-fencing, and data-driven re-engagement campaigns.
- Company typePrivate
- Founded2020
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Planet does
Planet (legal entity: Planet 101 Ltd) is a B2B fan engagement platform headquartered in Guildford, United Kingdom, targeting music artists, artist managers, record labels, concert venues, and sports and entertainment organizations. The company's core product, Planet Live, is a live audience activation system structured around five pillars — Fan Acquisition, Audience Builder, Drop Creator, Event Manager, and Smart Actions — designed to convert anonymous ticket buyers into authenticated, directly addressable fan relationships. Underlying technology relies on native Apple Wallet and Google Wallet passes, NFC tap check-in, geo-fenced push notifications, and QR codes, which lets fans opt in without downloading a dedicated application. The system ingests engagement events (opens, clicks, RSVPs, geo-responses) and applies them to segmentation, automated retargeting, and a library of codified playbooks (Live Pass, Pop-up Pass, Venue Pass, Pre-sale Pass) built from over 300 managed tours.
Planet generates revenue through a combination of direct-to-fan ticketing transaction fees and recurring subscriptions tied to fan engagement and membership offerings (e.g., AAA Pass), sold under custom annual enterprise contracts with pricing tied to tour size and feature scope. Go-to-market is a high-touch enterprise sales motion targeting major labels and management companies, with book-a-demo as the primary conversion mechanism and guided onboarding including an initial three-month activation strategy. Planet has secured enterprise relationships with the three global recorded-music majors (Warner Music, Sony Music, Universal Music) along with Atlantic Records, BMG, Amazon Music, and management firm Red Light Management, with proof-point campaigns executed for Ed Sheeran, Mumford & Sons, Biffy Clyro, and Charli XCX. Customer concentration is therefore high and revenue is not publicly disclosed, but the enterprise contract structure and marquee client set indicate a small number of high-ACV deals driving the business.
Planet firmographics
Firmographics- Name
- Planet
- Legal name
- Planet 101 Ltd
- Website
- https://planet.fans
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Planet is a B2B fan engagement platform that helps music artists, labels, managers, and venues convert live event audiences into authenticated, directly addressable fan relationships via wallet passes, NFC check-in, geo-fencing, and data-driven re-engagement campaigns.
- Ownership category
- akta.pro rank
Planet industry classification
Industry- Product category
- Music Fan Engagement Platform
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Fan Engagement & Onsite Technology (RFID, Cashless, Apps) (MPAGAAAL)
- akta.pro secondary industries
- Subscription Fan Membership Platforms (Paid Communities) (MPACAFAA), Fan Membership, Subscriptions & Patronage Platforms (MPACABAF)
Keywords
Where Planet is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Planet business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- Direct-to-Fan Ticketing: Platform provides direct-to-fan ticketing and Access All Areas membership pages with exclusive brand content, notifications, and merchandise.
- Fan Engagement Platform Subscription: AAA Pass subscription providing exclusive content, notifications, merchandise, and early access opportunities for fans.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Custom enterprise pricing based on tour size and features required |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Planet product offering
Product offeringCore offering
Planet sells the "Planet Live" software platform—an enterprise fan engagement system for live events that captures fan data via digital wallet passes, NFC check-in, and geo-fenced notifications, then enables artists, labels, managers, venues, and sports teams to run targeted drops, presales, and merchandise campaigns across tours. The platform is delivered alongside pre-built campaign "Playbooks" (Live Pass, Pop-up Pass, Venue Pass) developed from over 300 managed tours, with custom annual enterprise subscriptions sold via direct field sales and demo booking.
Product overview
Planet is a fan engagement platform for live events, built around the Planet Live system—a unified platform with five integrated pillars (Fan Acquisition, Audience Builder, Drop Creator, Event Manager, and Smart Actions). The platform is complemented by Playbooks—pre-built campaign templates developed from over 300 managed tours. Planet Live uses digital wallet passes (Apple/Google Wallet), integrations with ticketing, merch, and CRM systems, and five product modules to help artist teams, labels, venues, and sports/entertainment organizations capture fans at live events and build lasting direct-to-fan relationships.
Differentiator
Problem solved
Functional benefit
Brands
- Live Pass: Automated drops before, during, and after every gig: set times, geo-fenced merch pushes, post-show capture. Zero input from the band required.
- Pop-up Pass
- Venue Pass
- Pre-sale Pass
Products and services
- Planet Live The core system for live audience activation, capturing fan data at live events and turning anonymous ticket holders into authenticated, directly marketable relationships through digital wallet passes, targeted drops, and fan intelligence. Built for music artists, managers, labels, venues, and sports and entertainment properties.
- Playbooks Pre-built, end-to-end campaign templates (Live Pass, Pop-up Pass, Venue Pass) covering what to do, when to do it, and what it produced on past campaigns for tours, album campaigns, pop-ups, and venue activations.
- Live Pass Automated drops before, during, and after every gig, including set times, geo-fenced merch pushes, and post-show capture. Requires zero input from the artist.
- Pop-up Pass Turns a social spike into an authenticated audience that shows up IRL through competition mechanics, pop-up events, and seamless scan-in, delivered end-to-end.
- Venue Pass A membership pass built for venues providing loyalty, push notifications, and presale access that brings fans back more often and keeps them longer.
- Pre-sale Pass A gated, code-free presale that puts known fans first and turns ticket buyers into a direct-to-fan audience.
Quantifiable outcome
- 1600% of event capacity captured from one social post (Charli XCX)
- +6 more outcomes
Companies that use Planet
Customer profileNamed customers15 records
Segments5 records
Ideal customer profiles5 records
Planet technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature5 records
Planet partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Warner MusiccoreMajor music label using Planet's fan engagement platform for artist campaigns and live event activation.
- Sony MusiccoreMajor music label using Planet's platform for ticketing and fan engagement across their artist roster.
- Universal MusiccoreMajor music label with artists using Planet for fan club playbooks and live event activation.
- Atlantic RecordscoreWarner Music Group label using Planet's platform for artist fan engagement.
- BMGcoreInternational music group using Planet's platform for ticketing and fan relationships.
- Amazon MusiccoreStreaming partner whose customers received better presale ticketing experience through Planet's platform, creating a more connected journey in the run-up to shows.
- Insanity RecordsminorUK record label using Planet for artist campaigns with new engagement strategies for younger audiences.
- Red Light ManagementcoreManagement company representing Ed Sheeran and Mumford & Sons, using Planet across global tours for fan engagement, pop-ups, and merch sales.
- Tileyard MusicminorMusic company using Planet's platform for artist engagement.
Scale indicators10 records
Recent moves6 records
Expansion highlights5 records
Planet competitors and assessment
Company assessmentDirect peers
- Weverse: Weverse (operated by HYBE/WeVerse Company) is a fan community platform that, like Planet, helps artists and labels build direct fan relationships, run memberships, and distribute content drops around releases and tours.
- Songkick: Songkick is a live music ticketing and concert discovery platform that overlaps with Planet's focus on routing fans from awareness to ticket purchase and post-event engagement.
- Bandsintown: Bandsintown is a concert discovery and fan-engagement platform connecting artists with fans around live events, directly comparable to Planet's mission of converting live-event audiences into active fan relationships.
- DICE: DICE is a live music ticketing and discovery platform that competes directly with Planet in serving artists, venues, and fans around live events, with overlapping fan-engagement and event-management capabilities.
- Front Gate Tickets: Front Gate Tickets is a live event ticketing and fan-engagement platform focused on music festivals and tours, comparable to Planet in serving artist teams with tools that span ticketing through post-event fan relationships.
Emerging players
- Linkfire: Linkfire provides smart links and marketing analytics for music artists and labels around releases; it overlaps with Planet in routing fans from digital touchpoints to artist-direct experiences and captures comparable pre-event conversion data.
- Stationhead: Stationhead is a fan-to-artist live audio and engagement platform that, like Planet, focuses on deepening direct artist-fan relationships and is increasingly used around tour launches and live moments.
Broad incumbents
- AXS: AXS is a global ticketing and live-event platform that competes with Planet for venue and tour relationships and is increasingly adding fan-engagement and wallet-based features that overlap with Planet Live.
- Eventbrite: Eventbrite is a large incumbent ticketing and event-management platform serving a much broader set of event categories than Planet, but with overlapping fan-data and event-check-in capabilities for live experiences.
- Ticketmaster (Live Nation): Ticketmaster/Live Nation is the dominant global ticketing incumbent with which Planet integrates and competes at the edges; it controls most major venue ticketing flows and could expand native fan-engagement features that overlap with Planet Live.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Planet social profiles
Digital presencePlanet financial estimates
Financial estimateRevenue estimate
Valuation estimate
Planet leadership team
Management profileNumber of profiles
Planet funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Planet M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Planet
What does Planet do?
Planet sells the "Planet Live" software platform—an enterprise fan engagement system for live events that captures fan data via digital wallet passes, NFC check-in, and geo-fenced notifications, then enables artists, labels, managers, venues, and sports teams to run targeted drops, presales, and merchandise campaigns across tours. The platform is delivered alongside pre-built campaign "Playbooks" (Live Pass, Pop-up Pass, Venue Pass) developed from over 300 managed tours, with custom annual enterprise subscriptions sold via direct field sales and demo booking.
Is Planet a public or private company?
Planet is a private company. It is classified as unknown and is currently operating.
When was Planet founded?
Planet was founded in 2020. It employs 11 to 50 people.
Where is Planet based?
Planet is headquartered in London, United Kingdom, in the Europe region.
How does Planet make money?
Two revenue lines are on record. Direct-to-Fan Ticketing is the primary driver. The others are fan Engagement Platform Subscription.
Who are Planet's main competitors?
Direct peers on record are Weverse, Songkick, Bandsintown, DICE and Front Gate Tickets. Emerging players are Linkfire and Stationhead. Broad incumbents are AXS, Eventbrite and Ticketmaster (Live Nation).
Does Planet have an API?
No public API is recorded for Planet.
What industry is Planet in?
Planet's product category is Music Fan Engagement Platform. Its primary akta.pro industry code is MPAGAAAL, Fan Engagement & Onsite Technology (RFID, Cashless, Apps), with a secondary code of MPACAFAA, Subscription Fan Membership Platforms (Paid Communities). Its SIC code is 7900.