Eventbrite Launches Immersive Experience Subsidiary Britehouse

Eventbrite co-founder and CEO Julia Hartz, whose company’s launched an immersive experience unit called Britehouse. Photo Credit: Eventbrite

Eventbrite is looking to get in on the immersive experience action – and bring “some of the world’s most beloved stories to life” – with a new subsidiary called Britehouse.

San Francisco-headquartered Eventbrite just recently announced the launch of Britehouse, which is said to be “dedicated to creating story-driven immersive attractions in partnership” with leading IPs.

In pursuit of the experiential-entertainment objective, Eventbrite has tapped Zoe Tan to lead the debuting division. In a statement, the former NEON exec Tan expressed the belief that live events’ future “is about deeper connections and unforgettable moments.”

“Britehouse will focus on transforming how people experience entertainment by blending fandom, fashion, music, and culture into bold, immersive experiences,” Tan proceeded. “With Eventbrite’s platform, reach, and data-driven insights as our foundation, we have the opportunity to create something truly special for audiences of all ages.”

And in remarks of her own, Eventbrite co-founder and CEO Julia Hartz touted the perceived commercial potential of Britehouse, which doesn’t appear to have shed light on its upcoming offerings.

“With Britehouse,” added Hartz, “we’re taking the next step and creating the kinds of experiences we know that audiences crave: immersive, and impossible to forget. Zoe’s vision and relationships will allow us to bring these experiences to life in ways no one else can.”

As many are already aware, Eventbrite and Britehouse certainly aren’t alone in betting on IP-powered immersive experiences in and around the music world.

The long-running ABBA Voyage hologram show jumps out here – as does Pophouse’s forthcoming KISS avatar band. Additionally, Primary Wave this summer brought Bob Marley Hope Road to Las Vegas and, upon securing the Notorious B.I.G.’s IP, teased plans for further immersive experiences yet.

Also – and without rattling off each of the experiences at hand – Live Nation’s Vibee rolled out a Bad Bunny exhibit over the summer, when Elvis Evolution (distinct from a rumored hologram concert featuring Elvis’ likeness) attracted not-so-positive reviews.

(Tellingly, the latter reception doesn’t seem to be discouraging attendance; at least according to Elvis Evolution’s calendar, organizers are still moving a good number of tickets overall, including multiple sold-out weekend shows.)

Meanwhile, July saw Reservoir take a stake in Len Blavatnik-backed Lightroom. Of course, the immersive experience craze isn’t confined to music; Lightroom organizes a variety of non-music events as well, as does the Dice owner Fever.