Interview: Mates Who Gig

We caught up with Mates Who Gig founder, Dani, to learn all about this epic new initiative.

For anyone who hasn't heard of it yet, what is Mates Who Gig in a nutshell, and what was the spark that got it off the ground?
Mates Who Gig came from a really simple fan problem: what happens when you want to go to a gig, but don't have anyone to go with? I hate the idea of someone missing out on seeing an artist they love just because their mates are busy, can't go, or don't like the same music. So it's basically me saying, you don't need to know someone before you go; come along and find your people.

The initiative was inspired by fan research showing that not having someone to go with is one of the biggest barriers to buying tickets. What was it about that finding that stood out to you?
Honestly, a lot of it comes down to my own gig-going history. In 2013, my husband turned down the chance to attend Lorde's first-ever Auckland show at Galatos because he didn't have anyone to go with. ‘The Love Club’ had just been released, and a month or so following, ‘Royals’ absolutely blew up.
Two years later, I went to my first gig solo (shout out Foo Fighters), met another solo gig-goer there, and ended up at the bar with her in the first gap we found.
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Between these two gigs, we both learned a lesson and swore we'd never let the lack of a plus one be a barrier again. So when Live Nation shared the stat with me that 1 in 5 Kiwis won't go to a show because they had no one to go with, it hit close to home and confirmed what I was already seeing anecdotally. It's not that people don't want to go; it's that the social barrier gets in the way of purchasing a ticket. That's such a solvable problem, especially compared to things like cost or access, so it felt like something I might actually be able to help with!

Walk us through how it actually works in practice; how does someone go from feeling like they have no one to go with, to standing next to a new mate at the show?
‍Essentially, we're using the power of social media to find and connect fans who want to go to a show but don't yet have anyone to go with. We're launching a Broadcast Channel on Live Nation Aotearoa's Instagram page, and anyone keen to learn more or join the movement can jump in. It's a space to share thoughts, predictions, and outfit ideas in the lead-up, and to chat to others. From there, I’ll help facilitate a pre-show meet-up for us all, so instead of turning up alone and hoping for the best, you're walking in as part of a group.

Why build this around Live Nation's Broadcast Channel specifically, and how does that set-up make connecting with a stranger feel safe and low-pressure rather than awkward?
Because it's tied to real ticket holders for that specific show. You're not messaging a random stranger; you're connecting with someone who's already got genuine plans to be in the same room as you. Music gives people an instant common ground, and because everyone in that channel is already a fan of the same artist, you've got shared talking points before you've even said hello.

Why launch with Conan Gray's Auckland show on 26 September? What made that the right show and audience to start with?
We're starting with Conan Gray because his fans are so passionate, and Conan himself is an artist who's big on both authenticity and emotion. Those are two important things when it comes to genuine connection, so it felt like the right crowd to trial this with first!

What does success look like for Mates Who Gig? Is the ambition for this to become a regular part of how people plan their gig calendar?
Connection. Alongside the shared thrill of live music. Success isn't a number in this instance; it's that feeling, the same one I’ve been lucky to experience for half of my life. If Mates Who Gig can hand more people that feeling, it's done its job.

Solo gig-going seems to be having a real moment right now; what do you think is driving more people to consider going alone, even if they'd rather not?
I love hearing that it's having a moment from where you're sitting! Personally, I think there's still quite a stigma attached to going to a gig solo, but there shouldn't be. I think people are just less willing to let their calendar be dictated by other people's availability anymore, but "willing to go alone" and "would rather not be alone" aren't the same thing. Mates Who Gig is about making that first step feel a little less daunting, so you don't have to choose between the two.

Once Mates Who Gig has had its first run with Conan Gray, what's next? More shows, more artists, more ways for people to connect?
If it's a success, we won't stop at Conan, for sure. We want to bring this to more shows and more artists, but the bigger goal is this: I want Mates Who Gig to help remove the stigma around going to gigs alone. In an ideal world, this movement could even keep going without me. I see it as the intermediary, the thing that gets people comfortable enough to eventually not need it. But until then, it’s a good place to start.

Anything else you can share with us?
Not to get emotional on it, but I'm genuinely at my happiest when experiencing live music. The raw emotion, the shared goosebumps, the elated smiles during that one euphoric moment with a room full of strangers. I just want more people to experience what's brought me the most joy for most of my life. And honestly, I'm a bit of a mother hen at heart, so this whole campaign is basically me going, "Right, none of you is staying home just because you've got no one to go with; you’re coming along with me."

What would your ideal BF burger contain?
This is a judgement-free zone, right? I’m a fries girl through and through, so mine would have beer-battered fries IN the burger. Chicken, bacon, salad, melted cheddar, pineapple, truffle mascarpone, some form of crispy chilli sauce AND fries with BF aioli. BOOM. 

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Sound Check, Vibe Check

What is your go to song to Jam out to in the car?
‘Smooth it Over’ by Foley. Instant serotonin boost, and it's got the most perfect high notes to wave your arm out the rolled-down window to.

Who is your favourite artist at the moment?
I have had Emarosa’s latest album ‘High Horse Heaven’ on repeat. I feel like I’ve found my perfect album; it’s such a great blend of modern vs classic rock, live vs synth, poppy vs heavy - I love everything about it.

One thing you can’t perform without?
Although I'm not an artist myself, one answer I can share is my mic! As a certified professional yapper, I genuinely don't go far without a tiny mic close by. You never know when the latest music news is going to break, or who you might run into at a gig with a story to tell!

One artist or band you would love to co-lab with?
From an interview perspective, it's got to be the Foo Fighters. Dave Grohl has always been on my list of "who would you have dinner with, dead or alive." I feel like that man would have stories to last a lifetime. I've seen the Foos live five times, I've got the full discography on vinyl, I've caught drumsticks and picks, have signed memorabilia on the walls- you name it. They're my reliable go-tos every single time.

Go to BurgerFuel order?
Chook Royale.. So that I can always have room for fries!

Fire or Backfire?

Pickles in burgers - Leavetheminbutillpickthemoutfire
Crocs - Fire
Karaoke - Backfire
BurgerFuel Aioli - Fire
Acoustic performances - Fire
NZ Music Month - Fire
Festivals - Fire
Singing in the shower - Fire
Pineapple on pizza - Fire
Supermarket in bare feet- Backfirex100

Check out Live Nation's socials to stay up to date with future Mates Who Gig events.