Building the Soundtrack for Ethical Resale: How Depeche Mode Inspired Our Game-Changing Ticket Marketplace

What does it take to turn noise into harmony? How do you find clarity in the chaos? For us, the answer lay in a simple mantra: enjoy the silence.

Creating Platinumlist’s ethical fan-to-fan ticket resale feature wasn’t just about building a product; it was about orchestrating a symphony—bringing together the voices of fans, the needs of event organizers, and the ever-changing tempo of the market into a seamless, harmonious experience. It wasn’t just a technical challenge; it was a creative one, and much like a great song, it had to strike the right chord with every audience.

As chance would have it, Depeche Mode’s Memento Mori world tour began just as we plunged into the depths of product discovery and delivery. For many on our team, their music had long been a source of personal inspiration. Buying tickets to their shows and experiencing the challenges of secondary ticket markets firsthand gave us a visceral understanding of the pain points we needed to solve. Their iconic rose from Violator became the unofficial symbol of our project, and "Enjoy the Silence" emerged as an echo in our ears. By cutting through the noise, focusing on what mattered most, and tuning out distractions, we hit the right notes to deliver a product that resonated with fans and stakeholders alike.

This is more than a story about product development; it’s about the power of focus, the value of new meaningful practices, and the importance of staying connected to your audience—whether they’re fans in an arena or users browsing your app. And, of course, it’s a reminder that music isn’t just a backdrop to work; it’s also a power of creativity and collaboration. After all, just like in movies, sometimes the right soundtrack can transform an entire scene.

The Problem: A Marketplace in Chaos

The ticketing industry is no stranger to chaos. The imbalance between supply and demand has long fueled a problematic secondary market. Scalpers capitalize on fan desperation, pushing resale prices to absurd levels — a 300% markup is not uncommon. This creates frustration for fans, risks for event organizers, and reputational challenges for artists and ticket sellers.

We knew we had to step in. Platinumlist, as the leading ticketing platform in MENA, already had a stronghold in primary ticket sales. But instead of building a disconnected secondary marketplace like others in the industry, we saw an opportunity to aggregate primary and secondary sales in one seamless platform. Our goal was clear:

1. Guarantee safety for all participants — fans, sellers, and organizers.

2. Preserve our reputation and responsibility as a two-sided marketplace.

3. Make resale equitable, transparent, and beneficial for everyone involved.

This wasn’t just a product; it was a promise.

Discovery: Turning Vision into Action

To build something truly transformative, we embraced a structured approach to product discovery, inspired by Teresa Torres’ Opportunity Tree Framework. It was the first time we implemented product discovery with such rigor, and it changed how we approached not just this project but every initiative that followed.

We started by identifying the core opportunities:

• Fans needed a safe and fair way to resell tickets.

• Organizers wanted more control over the secondary market.

• Artists and Platinumlist needed to protect their reputations.

Using this framework, we mapped out the paths to these opportunities, brainstorming potential solutions, testing hypotheses, and continuously iterating. It wasn’t just about launching an MVP; it was about embedding discovery into our team culture. Today, every major initiative at Platinumlist begins with discovery, and delivery flows naturally from there.

Delivery: Keeping the Beat

Amid the excitement of innovation, reality struck: we had a critical partner deadline to meet. One of our B2B partners needed the resale feature ready for their flagship event, and we had to prioritize their timeline without compromising our broader vision.

The stakes were high. As the launch date neared, the partner unexpectedly pulled out of the project. It was a moment of disappointment, but our strategy kept us grounded. We knew the feature’s value extended beyond one partnership. By staying true to our plan, we launched the resale feature for our B2C users, proving its success and laying the groundwork for new market opportunities.

This resilience paid off. By year’s end, the resale feature not only contributed significant revenue but also positioned us for an 18-20% increase in profitability in the coming year.

The Rose and the Rhythm: Team Dynamics

What made this journey truly special wasn’t just the strategy or the outcomes — it was the people. Unexpectedly, the music and story of Depeche Mode became a shared thread that wove us together. During brainstorming sessions and casual chats, their songs became a backdrop to our discussions. The iconic rose from Violator found its way into our Slack emojis, and "Enjoy the Silence" became a lighthearted reminder to focus on what truly matters.

These small yet meaningful moments infused our project with rhythm and energy. They reminded us that even in high-pressure environments, culture, creativity, and shared experiences are what drive success.

As a Product Lead, my connection to music runs deeper than inspiration—it's foundational. In my first career, I was a professional musician and conductor. Leading orchestras has evolved into orchestrating development teams, but the essence remains the same: creating something extraordinary together.

Working in the event ticketing market for nearly a decade has only strengthened my belief that music is one of the most powerful forces in the world. It connects us, moves us, and awakens parts of ourselves in a way few other things can.

The Crescendo: Results and Impact

Platinumlist’s resale feature has already made waves. Early metrics show an increase in feature usage within three months. Most tickets resold through the platform are priced fairly, with an average markup of just 45% — a far cry from the 300% typical on other platforms.

This ethical approach benefits everyone:

• Fans gain access to affordable tickets in a secure environment.

• Organizers retain control of their event branding and customer experience.

• Artists protect their reputations and deepen fan loyalty.

And for Platinumlist, this marks a new chapter. By integrating primary and secondary markets, we’ve created a unified ecosystem that sets us apart from competitors.

Final Notes: Leading with Purpose

In the end, this project was about more than just building a product. It was about solving a real market problem while staying true to our values. It was about creating something scalable and meaningful for fans, organizers, and the market at large.

As a leader, I see my role as serving a higher purpose: helping my team deliver products that make a difference. The resale feature wasn’t just a business achievement; it was a reflection of our collective mindset — one rooted in focus, resilience, and impact.

And as we look ahead, I’m reminded of the rose from Violator. It’s a symbol of true fans of the band, beauty, and harmony — much like the work we’ve done and the work still to come 🌹