What a great move for Nathan Hubbard. Less than 2 weeks after being canned from the top spot at Ticketmaster
, Hubbard is hired as "Head of Commerce" at Twitter
. But why was he hired by Twitter given Ticketmaster's public shaming for its lack for innovation? The rest of this post will look at the reasons why this is good for Twitter, and why it could be bad for Ticketmaster.
Why it's good for Twitter
1) Hubbard has gone on the record stating that Ticketmaster's competition isn't other ticketing companies, but rather Facebook and Twitter. Clearly, this is a man who understands revenue generation from social movements.
2) Twitter has been looking to show increases in revenue before filing for their IPO. Hubbard has a large list of companies looking to engage fans at live events. Selling them via a mobile-first reach was something Hubbard was already trying to implement at Ticketmaster, and can hit the ground running at Twitter.
Why it's bad for Ticketmaster
and Live Nation
1) Hubbard was the man trying to fix the concert and live entertainment industry with his seat at Ticketmaster. He was trying to disrupt the space on behalf of the company he loved. Now Hubbard is going to do just that, but with Twitter, a company that has one of the most disruptive and anti-bureaucratic cultures in the world. Twitter may be able to carve out a section of the market Ticketmaster thought it would control as an early mover with its fan-centric e-commerce platform scheduled to roll out in the coming years.
2) It looks bad on Live Nation
because the reason they gave for sacking Hubbard was due to his lack of tech-savvy. We can put that reason to rest since Twitter absolutely wouldn't make room for Hubbard if he wasn't tech-savvy. This takes away credibility from Live Nation
and makes us question the real motives behind the firing. It gives merit to the rumors that there are power plays being made, at the company $1 billion in the red over the past 10 years.
This hire makes a lot of sense. Ticketmaster plays in the same weight-class as Amazon and eBay, as well as other top commerce platforms in daily sales (they sell almost 400,000 tickets per day). Twitter wants to punch in this weight-class. Since Amazon and eBay aren't letting go of top talent, Hubbard's dismissal was the perfect opportunity.