The Tuning Fork
The Tuning Fork is a Live Nation-affiliated live music and comedy venue in Auckland, New Zealand, hosting ticketed concerts, comedy shows, family events, and a weekly music quiz for consumer audiences.
- Company typePrivate
- Founded2007
- HeadquartersAuckland, New Zealand
- Headcount1–10
- GTM typeB2C
- OfferingServices
What The Tuning Fork does
The Tuning Fork is a live music and entertainment venue located at 42 Mahuhu Crescent, Parnell, Auckland 1010, New Zealand, operating since 2007 on one wing of Spark Arena at the edge of the Auckland CBD. It is owned and operated by QPAM Limited, a New Zealand private limited company that sits within the Live Nation Entertainment Group. The venue hosts a diverse calendar of ticketed concerts, comedy shows, family events, private hires, and a weekly Monday Music Quiz, serving consumer audiences in Auckland and surrounding regions.
The product surface centres on the physical venue, supported by event ticketing delivered through the Moshtix platform, on-site food and beverage service under a cashless payment system, venue hire for private events, and artist merchandise. The Tuning Fork also runs the Next On program, an emerging-artist development initiative that provides rent-free venue access to developing New Zealand and Australian artists who retain 100% of ticket and merchandise revenue. There is no proprietary technology layer; the venue's integrations are limited to Moshtix for transactions, Google Analytics for site analytics, and a cookie consent management tool. Marketing runs through the venue's own website, email newsletter, Facebook, Instagram, TikTok, and a Spotify playlist, alongside radio partnerships (95bFM) and card-issuer presale arrangements (Westpac Mastercard).
The revenue model is event-driven and multi-stream. Primary revenue is ticket sales via Moshtix with tiered pricing (general, presale, preferred), supplemented by food and beverage transactions during events, one-time venue rental fees for private hires, and artist merchandise sales. Customer segments are horizontal and consumer-facing: live event attendees, comedy audiences, family groups, emerging artists, and event organisers/hirers. There is no enterprise customer base, and concentration risk is structurally low given the transactional, one-off-event nature of demand.
The Tuning Fork firmographics
Firmographics- Name
- The Tuning Fork
- Legal name
- QPAM Limited
- Website
- https://tuningfork.co.nz
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Tuning Fork is a Live Nation-affiliated live music and comedy venue in Auckland, New Zealand, hosting ticketed concerts, comedy shows, family events, and a weekly music quiz for consumer audiences.
- Ownership category
- akta.pro rank
The Tuning Fork industry classification
Industry- Product category
- Live Music Venue
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Nightclub & Small Live Venue Operations (Clubs, Bars with Stages) (MPAGALAF)
- akta.pro secondary industry
- Music Venues & Venue Operators (Clubs, Theaters, Arenas) (MPAIAFAB)
Keywords
Where The Tuning Fork is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
The Tuning Fork business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Others, Technology or R&D
Revenue model
- Ticket Sales: The venue generates primary revenue through ticket sales for concerts, comedy shows, and special events. Tickets are sold through the Moshtix ticketing platform, with various pricing tiers including general admission and preferred/VIP options.
- Food and Beverage Sales: On-site food and beverage sales during events. The venue operates a cashless payment system and has an alcohol policy in place. Food and drinks are available during events.
- Venue Rental: The venue is available for private hire and events, operated in conjunction with adjacent Spark Arena.
- Merchandise Sales: Artist merchandise sales during events at the venue.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Fancy New Band showcase pricing tiers |
| Transaction based/ take rate | Pay-as-you-go | Thomas Green comedy show - General and Preferred tickets |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
The Tuning Fork product offering
Product offeringCore offering
The Tuning Fork is a live music and entertainment venue in Auckland, New Zealand, that hosts ticketed concerts, comedy shows, family events, private functions, and a weekly Monday Music Quiz. Revenue is generated through ticket sales via the Moshtix platform, on-site food and beverage service, artist merchandise, and private venue hire, with the venue operating within the Live Nation Entertainment network.
Product overview
The Tuning Fork is a live music venue in Auckland, New Zealand operated by QPAM Limited (a Live Nation Entertainment company). The venue offers a unified experience combining event hosting with integrated ticketing services through Moshtix. The core product is the physical venue which hosts concerts, comedy shows, and special events. Supporting products include a weekly Monday Music Quiz, the Next On artist development program, and email newsletter subscriptions.
Differentiator
Problem solved
Functional benefit
Brands
- Next On: A program giving developing New Zealand and Australian artists the chance to perform rent-free at iconic Live Nation venues.
Products and services
- Event Venue (Live Music and Comedy) Physical live music and entertainment venue at 42 Mahuhu Crescent, Parnell, Auckland, hosting concerts, comedy shows, and special events as part of the Live Nation venue network.
- Event Ticketing Online ticket sales and distribution for venue events, delivered through the Moshtix ticketing platform with multiple tiers including presale, general sale, accessible, and preferred tickets.
- Monday Music Quiz Weekly Monday music trivia event with teams of up to 8 players competing for prizes including tickets to shows and bar tabs. Entry is free for participants.
- Next On Artist Development Program Artist development initiative offering emerging New Zealand and Australian performers rent-free venue access at iconic Live Nation venues. Selected artists retain 100% of ticket and merchandise revenue.
- Private Venue Hire Venue rental for private hire and events for promoters, event organizers, and corporate clients, operated in conjunction with adjacent Spark Arena.
- Food and Beverage Service On-site food and beverage service during events, operated through a cashless payment system in line with the venue's alcohol policy.
- Artist Merchandise Sales On-site sales of artist merchandise during events at the venue.
Companies that use The Tuning Fork
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles4 records
The Tuning Fork technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
The Tuning Fork partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Live Nation EntertainmentcoreThe Tuning Fork is owned and operated by QPAM Limited and is part of the Live Nation Entertainment Group and associated family of companies. Live Nation provides services including marketing, profiling, reporting, and technical and product support. The venue is part of Live Nation's iconic venue network in New Zealand.
- MoshtixcoreMoshtix is the primary ticketing platform partner for The Tuning Fork, handling online ticket sales for all events at the venue.
- Westpac New ZealandminorWestpac Mastercard presale partner offering eligible cardholders exclusive early access to tickets and preferred ticket options for events at The Tuning Fork.
- 95bFMminorRadio partnership for the Fancy New Band emerging artist showcase, with ticket sales supporting the radio station's operations and artist development.
- Banished MusicminorConcert promoter and presenter for Flyte's New Zealand shows at The Tuning Fork.
- Play It StrangeminorPlay It Strange is a charity that empowers rangatahi (young people) through original songwriting. The Tuning Fork hosts the Play It Strange Live Waiata Māori Competition fundraiser to raise $10,000 for the competition.
- Creative PweleminorConcert series presenter for Little Rooms Concerts featuring Hip-Hop and Afro sounds live at The Tuning Fork.
- EB Research PartnershipminorThe Pearl Jam Experience supports the EB Research Partnership, the largest nonprofit funding research for a cure for Epidermolysis Bullosa (EB), co-founded by Jill and Eddie Vedder.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
The Tuning Fork competitors and assessment
Company assessmentDirect peers
- Whammy Bar: Auckland inner-city live music venue focused on indie, alternative, and emerging artists. Direct peer at smaller scale, comparable genre focus, comparable target demographic, and overlapping artist pipeline.
- 170 Russell: Melbourne CBD live music venue hosting mid-tier touring acts across genres. Comparable as a small-to-mid capacity Australian live music venue with similar F&B model and similar emerging/mainstream artist mix.
- The Triffid: Brisbane-based live music venue and beer garden hosting touring and local acts. Direct peer across the Tasman: comparable capacity, comparable programming model (concerts + F&B), comparable target demographic, and overlapping Live Nation / international touring pipeline.
- The Croxton Bandroom: Melbourne inner-north live music venue hosting touring indie, rock, and tribute acts. Direct peer in capacity band, programming mix, and F&B-led revenue model; comparable audience demographic and venue economics.
- The Powerstation: Auckland-based mid-capacity live music venue hosting concerts, comedy, and club nights. Direct peer: similar capacity band, similar programming mix, similar Auckland demographic, competing for the same touring mid-tier artists.
Others
- Moshtix: Live Nation-owned ticketing platform that is The Tuning Fork's primary ticketing partner. Not a direct competitor; included as the closest ecosystem enabler, central to the venue's distribution model and a key dependency alongside Live Nation.
Broad incumbents
- House of Blues: US chain of mid-capacity live music venues owned by Live Nation. Direct Live Nation sibling venue, providing a useful proxy for network economics, F&B/ticket bundling, and artist pipeline leverage that The Tuning Fork benefits from.
- Spark Arena: Auckland's flagship mid-to-large capacity arena operated within the Live Nation family and co-located with The Tuning Fork. Directly comparable as a Live Nation-operated live music venue in the same building complex; differentiated by scale (arena vs. club) but shares parent, ticketing, and audience pool.
- The Town Hall (Auckland): Heritage Auckland civic venue hosting concerts, comedy, and performing arts. Comparable as a CBD-adjacent Auckland live event space with a similar programming mix; broader civic mandate and larger capacity differentiate it from The Tuning Fork's intimate club format.
Regional players
- San Fran: Wellington-based live music venue operated by the same Victoria University student union ecosystem. Comparable as a NZ small/medium live music venue; differs geographically (Wellington) but serves a similar touring artist circuit and audience profile.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
The Tuning Fork social profiles
Digital presenceThe Tuning Fork financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Tuning Fork leadership team
Management profileNumber of profiles
The Tuning Fork funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Tuning Fork 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 The Tuning Fork
What does The Tuning Fork do?
The Tuning Fork is a live music and entertainment venue in Auckland, New Zealand, that hosts ticketed concerts, comedy shows, family events, private functions, and a weekly Monday Music Quiz. Revenue is generated through ticket sales via the Moshtix platform, on-site food and beverage service, artist merchandise, and private venue hire, with the venue operating within the Live Nation Entertainment network.
Is The Tuning Fork a public or private company?
The Tuning Fork is a private company. It is classified as corporate owned and is currently operating.
When was The Tuning Fork founded?
The Tuning Fork was founded in 2007. It employs 1 to 10 people.
Where is The Tuning Fork based?
The Tuning Fork is headquartered in Auckland, New Zealand, in the Oceania region.
How does The Tuning Fork make money?
Four revenue lines are on record. Ticket Sales are the primary driver. The others are food and Beverage Sales, venue Rental and merchandise Sales.
Who are The Tuning Fork's main competitors?
Direct peers on record are Whammy Bar, 170 Russell, The Triffid, The Croxton Bandroom and The Powerstation. Moshtix is listed as an others. Broad incumbents are House of Blues, Spark Arena and The Town Hall (Auckland). San Fran is listed as a regional player.
Does The Tuning Fork have an API?
No public API is recorded for The Tuning Fork.
What industry is The Tuning Fork in?
The Tuning Fork's product category is Live Music Venue. Its primary akta.pro industry code is MPAGALAF, Nightclub & Small Live Venue Operations (Clubs, Bars with Stages), with a secondary code of MPAIAFAB, Music Venues & Venue Operators (Clubs, Theaters, Arenas). Its NAICS code is 71131 and its SIC code is 7900.