Why Synergy was built
Juan and Jake have been best friends since fourth grade. They navigated elementary, middle, and high school together and ended up becoming roommates at the University of Florida. They didn't study this industry. They lived it.
In 2023, Jake started running his own shows in Gainesville, booking artists and filling rooms, and what made them successful was his ambassador group. He ran the whole thing by hand through group chats and a spreadsheet. His promotional process worked so well that other event companies started asking him to run their groups too. But there was one problem: This one group was already taking up way too much of his time, and it was starting to get messy.
Juan was building AI automation systems for home service businesses at the time. He has the kind of brain that can't watch a manual process without wanting to automate it. One night in Jake's room, listening to him describe how he ran these groups, it clicked: Jake had a process that worked. He just didn't have the system to run it efficiently. And he wasn't the only one. Organizers everywhere were running the same play with the same tools, group chats and spreadsheets, hitting the same wall. Turning that process into a real system would allow every one of them to run an ambassador group that scales, without the headaches and the hours it takes to do it by hand.
So they built it. Synergy takes the process that was already working and puts it all in one place: recruiting, onboarding, ambassador visibility, rewards, posts and sales tracking. You don't just get a tool to run your ambassador group. You get the ability to build, manage, and refine a community that sells tickets to your events year-round.
They started with an MVP, used it for Jake's ambassador group, and saw the results immediately: increased ticket sales, better communication, and a much smoother experience for ambassadors. So they put it in front of real organizers and took the feedback seriously. They then spent the summer building the real thing, and in early July officially launched the platform and the app. No ad spend, no sales team. Word of mouth alone has grown it to a couple thousand ambassadors and satisfied organizers seeing real results running their groups on Synergy.
Where this is going
Concert and event promotion is a $59B industry in the US. That's roughly 107,000 companies, all trying to do the same thing: get people through the door.
There are tools for every other part of that business. Ticketing, marketing, booking, payments, all covered… except promotion. The one piece still running on group chats and spreadsheets is the team of people that help sell out the events.
And that piece matters more every year. Gen Z now spends more on live music than millennials, and they don't find a show through a billboard. They find it through a friend with a promo code. Some ticketing platforms add affiliate links and call it a day. Nobody has built a platform for the events space that's dedicated to running ambassador groups the right way. Ask any organizer on Synergy: organization and visibility are the difference between an ambassador group that works and one that doesn't.
