DICE helped take this hyped New York celebration of Black and African culture to the UK and beyond
In 2013, Everyday People hosted 200 people for a brunch party hosted by Saada Ahmed, with DJ sets from mOma and Rich Knight, and food by TV chef Roblé Ali. It was a day party with incredible food, music and energy, which was destined to become a phenomenon in the US. DICE saw the potential for a partnership and the rest is history.
The founders of Everyday People wanted to create an event that was missing in the New York social calendar: a day party that would celebrate Black and African food, music and culture. With an inaugural event that saw 200 guests attend, news of the party spread quickly. Everyday People gained a reputation as a must-attend party, growing fast and attracting fans.
“Itwasadaypartywithincrediblefood,musicandenergy,whichwasdestinedtobecomeaphenomenonintheUS”
In 2018, a DICE team member went to an Everyday People event in LA and saw the potential for an incredible partnership. Sinclair Bolden at Everyday People knew the value of what the team was offering. “DICE has been more than a ticket sales utility for us,” he said. “They have been a strategic partner supporting us in articulating our story and brand to a larger audience.”
After a series of LA events were hosted on DICE, with more than 6,000 tickets sold over the year, it became obvious that there was a lot of demand for more. The Discovery feed and Waiting List data had helped the team at Everyday People grow their audience, and the DICE team was ready to help them grow internationally.
An existing network of independent venues made it easy to choose the perfect place to host the first Everyday People event in London. Night Tales, a venue in the borough of Hackney, was the right fit, with a capacity and program that would find the right fans.
40K
Tickets sold globally
141
Events since 2018
6,475
Tickets sold in LA in 2019
The first Everyday People event in London was a success, selling out within 30 days. A further 157 tickets were requested on the Waiting List, indicating the future potential for more events. As the team continues to grow their global presence, they’ll have access to all of the data on DICE to understand demand and plan ahead.
Bolden said: “[DICE is] an invaluable resource for community insights, data and analytics that we have leveraged not only to sell tickets, but also to articulate our value to brand sponsorship and collaborative partners.” Everyday People have already hosted parties in the US, Europe and Africa and they’ve got big plans for the future. DICE will be there to help make them happen.