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Is Events Discovery Tech Replacing Human Curation?

It seems like every week there’s a new app or website launching that boasts the latest tech and a fresh way to disrupt how we think about discovery. Hot-shot algorithms tell you what artists you should listen to, what movies you need to watch, or even what gigs tickets to buy next. At the same time, for many the element of editorial curation is still at the core of the discovery ethos. Is the era of the tastemaker on its way out, or will a human touch always be the key to curation?

Events discovery is a booming scene in the tech world. A quick peruse of the app store lays out a bevy of options from across the spectrum, from “expertly curated shortlists” to social post aggregators. The question quickly becomes: does human curation still matter?

In a market like London, we all look for ways to cut through the noise. The sheer number of things happening on any given night – and likewise, the stream of information online about these events – is mind boggling. At this stage a handful of startup ticketing companies (including Billetto) use in-house editorial teams to bring a level of context and curation to members. We’re fans too, so, at the end of the day, making sure you hear about the events we’re excited about is important to us.

The potential for tech to bring wholesale change to the way we buy tickets and discover events is undeniable, but, like music, there will always be an element of human curation. There’s no way an algorithm will tell you that band from Sweden with one EP to their name is going to be mind blowing live. You hear about them from a friend or your favourite blog. In the case of Billetto, it’s finding that balance that is the key; pushing the envelope with new tech while keeping the human element that makes finding out about events so exciting.

What do you think? Will the ultimate events discovery algorithm leave our editorial team in the dust, or will your neighbourhood tastemaker always play a part?

Leave a comment below and let us know what you think.

This post was originally published 07 October 2014 on the Billetto blog.