Award winning industry leaders
Built To Fill.
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We focus on delivering meaningful outcomes that support your wider business objectives, whether that's increasing website traffic, generating qualified leads, improving brand visibility or driving revenue growth. Because every business is different, our Growth Partnerships are tailored around your goals, ensuring you receive the support and expertise needed to achieve sustainable success.
We're a close-knit team that believes great work comes from great people. Collaboration, creativity and mutual support are at the heart of everything we do, creating an environment where everyone can contribute, grow and enjoy the journey together.
We're passionate about helping our people develop their skills and build rewarding careers. Whether it's learning from experienced colleagues, taking on new challenges or exploring new areas of the industry, we're committed to supporting personal and professional growth.
We know that doing your best work starts with feeling valued. From flexible working and regular team socials to opportunities for progression and a positive work-life balance, we aim to create an environment where people genuinely enjoy coming to work.
Jess Vincent
Millie Morris
Jacob Leech
Gavin Forbes
mustard is born. Promoters around the world kept asking how we sold out our own events, Parklife Festival and The Warehouse Project. In October 2013, Rob and Ed incorporated Mustard Media to answer them: a marketing agency built by promoters, for promoters.
First office. Manchester, UK. Mustard gets its first home in Manchester. A small room, a big client problem to solve, and the start of a decade of filling capacities. Our first clients included Kendal Calling, Snowbombing and Manchester Pride - all of whom are still clients to this day!
Annie Mac presents Lost & Found. Our first festival from scratch. We headed up and co-founded AMP Lost & Found in Malta with Annie Mac and The Warehouse Project. The debut sold 8,000 tickets in days and proved the model: we could launch a festival from nothing, not just market one. It put Malta on the international festival map and paved the way for the artist-led tourism boom.
The roster takes shape. Hideout, Festival No.6, elrow and many more. The names that built the UK festival calendar start trusting Mustard with their campaigns, and the playbook sharpens with every sell-out.
The group takes shape. Mustard Group is formed, laying the structure for what comes next: an agency and a portfolio of our own experiences.
Afro Nation sells out in 48 hours. We were the full 360 marketing team for a brand-new festival in Portugal: brand, website, strategy, and paid media. Year one sold 20,000 tickets and sold out in 48 hours. Afro Nation went on to expand across 3 continents.
The year the music stopped. COVID shut down live events overnight and took Mustard to the edge of closure. We refused to go quietly: Business Keeps on Dancing became the industry's lifeline through free weekly webinars, and we went 360 on the launch of Escape to Freight Island, the UK's pioneering socially distanced venue and our first step into large-scale hospitality.
The comeback. With live events still on their knees, we helped clients sell 620,000 tickets and generate £35m in revenue in 12 months. Proof the model works even in the hardest market live entertainment has ever known.
Home in Ancoats. Mustard moves to Colony, One Silk Street, in the heart of Ancoats. The office that would carry the agency through its biggest years yet.
mustard co-creates Fisher Presents: TRIIP Festival Malta which goes on to sell out for the next 4 years.
Into sport. And gold on TikTok. Mustard enters the sports market with Aston Villa and Team GB, the start of a journey that now runs from club football to Olympic sport. The same year we become a TikTok Gold Agency Partner, with Hideout Festival the proof: TikTok outsold Meta on tickets for the first time, and TikTok published it as a success story.
Sian Bennett becomes a partner and will then go on to be the MD in 2026.
4.2m tickets. £229m in client revenue. Mustard marks 10 years of trading with a record: over 4.2m tickets sold and £229m generated for clients in just 3 years. From club nights in Manchester to Sziget, Take That's Greatest Weekend, Bongo's Bingo, and Visit Liverpool.
The Festival Republic roster. Festival Republic brings Mustard on board across its portfolio, including Wireless, Big Smoke, and its Malta festivals. The biggest names in UK live music, backed by mustard performance.
A big year! Chelsea Winter Village launches, an experience we created from scratch, and welcomes 120,000 people in its first season. We open our second office in Soho, London. Reading & Leeds wins Greatest Performance at the TikTok Ad Awards, with mustard the only independent and events based agency on a shortlist of global networks.
The growth partner for the experience economy. A new identity for a bigger ambition. Today mustard works across 50+ festivals, sports franchises, large-scale hospitality venues, attractions, tourism campaigns, competitive socialising brands, and family experiences, backed by £400m in ticket revenue across 20 countries and the booker data that comes with it. This website is part of that story.
Growth Partnerships
We build structured, year-round growth strategies for experience brands. Our Growth Partnerships operate at the intersection of brand, audience and commercial discipline. We strategise milestone campaigns whilst also building the systems and infrastructure you need to drive predictable booking revenue. Work with a specialist senior strategy team to hold your brand goals, ticket sales and bookings targets accountable.
Performance & Intelligence
Our Performance Suite combines hands on paid media execution with peformance creative & intelligence across paid channels and email as one connected system for experience brands. Our performance is built on our Experience Economics approach, born from our own operator-led experience and commercial discipline. Every channel is briefed from the same booker intelligence and booker journey mapping.
Growth Partnerships
We build structured, year-round growth strategies for experience brands. Our Growth Partnerships operate at the intersection of brand, audience and commercial discipline. We strategise milestone campaigns whilst also building the systems and infrastructure you need to drive predictable booking revenue. Work with a specialist senior strategy team to hold your brand goals, ticket sales and bookings targets accountable.
Performance & Intelligence
Our Performance Suite combines hands on paid media execution with peformance creative & intelligence across paid channels and email as one connected system for experience brands. Our performance is built on our Experience Economics approach, born from our own operator-led experience and commercial discipline. Every channel is briefed from the same booker intelligence and booker journey mapping.
Sign-up to reserve your space for our upcoming webinars and read the latest news & insights across the experience economy.
Mustard Media Wins Greatest Performance at the UK Tiktok Ad Awards 2025
Mustard Media Wins Liverpool’s Music Destination Campaign
'Think Like A Promoter, But Execute Like An Agency’: Festival Marketing Deep Dive With Mustard's Rob Masterson
Sign-up to reserve your space for our upcoming webinars and read the latest news & insights across the experience economy.
We are ticket-buyer behaviour specialists, combining audience insight, cultural instinct, and performance intelligence to unlock scalable growth for live experiences. We build performance systems that connect spend, demand and ticket revenue so growth becomes predictable, not reactive. We don’t believe tactics help you scale, growth systems do.
We are ticket-buyer behaviour specialists, combining audience insight, cultural instinct, and performance intelligence to unlock scalable growth for live experiences. We build performance systems that connect spend, demand and ticket revenue so growth becomes predictable, not reactive. We don’t believe tactics help you scale, growth systems do.
Founded in Manchester in 2013 by experience creators Ed Norris and Robert Masterson, we’ve helped the world’s leading festivals, venues, sports teams and destination brands achieve long-term, commercial growth.
With a team of the industry's leading ticket strategists and performance marketers, Mustard has an unrivaled understanding of what it takes to fill capacities and scale experience brands.
The agency was founded in Manchester in 2013 by experience creators who successfully launched and scaled new-to-market experiences in the UK and Europe for over a decade. With a team of the industry's leading ticket strategists and performance marketers, Mustard has an unrivaled understanding of what it takes to fill capacities and scale experience brands.
From launching and scaling new experiences into the market as operators, mustard started in 2013 as the industry-leading marketing agency for festivals, gigs and clubs in the UK and Europe. Since then, we've evolved into a growth partner across the entire experience economy, driven by our unique background as operators and extensive insights from driving millions in ticket sales and bookings. We've delivered over £400m in revenue across 20+ countries and built a track record that spans every scale of experience, from independent festivals to global entertainment groups.
We're based in Manchester and London, working with clients across 3 continents in Europe, North America and Australia. We work with experiences in festivals, sports, attractions, hospitality, tours, and destinations. We understand the commercial pressures on a stadium operator are different from a festival promoter or an attractions group.
To put it simply, we deliver growth strategies and design a marketing infrastrature that is built to drive more ticket sales and bookings, and we have a performance execution team that manages your paid media campaigns and performance creative production across social and email. We use proprietary reporting and dashboards based on our unique experience as successful event operators to help you understand the metrics that matter for growing your attendees.
Alongside. We're an extension of your resource, not a replacement for it, and we work alongside your team as growth & performance specialists. The goal is to make your team stronger and more commercially confident.
Predictable booking revenue. How we get there will depend on your experience and commercial goals. For a festival it might be ticket sales velocity and sell-through. For a venue it might be capacity utilisation. For a tour it might be secondary market growth. We define the metric that matters most to your bottom line and work backwards from there.
mustard’s forecasting removed the guesswork. Reporting was rigorous, and we always knew where we stood, where ticket sales were coming from, and why.
Harry Feigen
We had big ambitions for Afro Nation, which included building the world's first Afro-Beats festival and rolling it out globally. mustard delivered all this and more, they were an integral part of the success of the festival.
Mem Gundog
Mustard didn’t just advise us, they became a valued part of the Bongo’s team. The strategy work gave us a clear roadmap for growth across every channel and helped us deliver real, measurable results.
Jess Vincent
The team at Mustard has worked closely with us for the past 3 years to strategise and launch 3 Afro Nation festivals — the first large scale Afro beats festivals in the world. Mustard Media's input on the marketing across all of the projects has helped us increase the engagement and drive ticket sales.
Wilf Gregory
Thanks to Mustard's strategic guidance and media plan support, we shifted our mindset and adopted innovative approaches to attract new audiences. We achieved record attendance at Villa Park, and the lessons learned will have a lasting impact on future campaigns.
Gavin Forbes
Thanks to our partnership with Mustard our festival brand soared to new heights! Their creativity, dedication for the market and our brand, and strategic brilliance not only helped us grow but also made every moment of our journey enjoyable
Janina Jansen
Working with Mustard on Reading & Leeds has been transformative for our digital strategy. They're always quick to adapt to trends and results, giving us regular updates and suggestions to make sure we're spending effectively. I'm particularly happy with their dramatic increase in our TikTok results which won an ad award for 2025.
Millie Morris
The launch strategy included a sign up campaign targeting individual audience segments and was optimised to prioritise early intent capture and faster conversion.
Ahead of the lineup announcement we worked to finesse the positioning and curate targeted messages with a distinct ‘LazyDays tone’ to build a high-intent captive presale audience.
The lineup announcement was treated as a key engagement moment. A multi-channel marketing campaign was activated to capture interest and generate awareness in a high impact moment, whilst paid media activity was scaled aggressively across Meta, with budgets weighted towards the presale window to capture demand at its peak.
Total Attendees
Above Year 1 sales targets
Ticket Revenue Generated
Tickets sold on launch
01
We stress-test your value proposition against the audience and the market to ensure your campaign is sharp enough to define a real subculture, name an appetite in the market, and tap into communities that already exist. You need your experience to pull your crowd in before you've spent a penny finding them.
02
We obsess over every persona from discovery and new fan strategies to conversion and booking moments. That means every channel in your marketing mix optimised to where your future audiences actually are, website experiences that remove friction and conversion systems that work at every touchpoint.
03
We build a KPI infrastructure that helps you understand the metrics that matter for growing your bookings. We focus on trackers that forecast where growth needs to land, data audits that reveal where bookings are leaking and where to double down, and tailored infrastructure and resource allocation.
