The extension to the deal means DICE will ticket all the independent venue’s upcoming shows, including The Flaming Lips, Diplo, Le Tigre and The Mars Volta. Recent highlights of the partnership include a surprise show at the venue in January by Four Tet, Fred again.. and Skrillex, which saw 2,000 tickets sold in just 16 seconds.
East London’s Troxy was originally opened as a cinema in 1933 before it was converted into a live events space in 2006. The Ashburn Estates Ltd-owned venue underwent a 12 month restoration period during the pandemic to enable larger productions.
Troxy head of Live Simon Eaton said, “When we initially partnered with DICE, we shared a common goal to put fans first and push touts out. Our partnership propelled us into a new digital era for the business where we became the world’s largest mobile-only and tout-proof venue. Five years on, we’re proud of our work together and look forward to collaborating on more programming, campaigns and technology for fans to enjoy.”
DICE account director Sam Ricketts said, “[Troxy’s] programming is exceptional, showcasing world-renowned acts like Dexta Daps and Disclosure to LGBTQIA+ friendly events with Buttmitzvah. Like DICE, Troxy is all about the fan experience, ensuring that fans of all genres are catered for and have the best night out. We can’t wait to support them in the coming years and see what else we can do together for live shows.”