Easol raises $30M and launches Teammates, AI agents that handle festival promoters' sales and guest support

Easol, the London booking and payments platform behind the hotel packages for Coachella, Stagecoach and Camp Flog Gnaw, has raised $30 million and launched Teammates, a set of AI agents built for festival promoters. Easol announced both on October 28, 2026.

The round is a Series A extension: $20 million in equity plus a $10 million debt facility from Viola Credit, which takes Easol’s total funding to $60 million.

Easol’s example for the agents is a much smaller number. One festival used Teammates to find $28,000 in recoverable payments in seconds, and Easol says that work used to take 2 days.

One caveat before the details: I haven’t used Teammates myself. Everything below comes from Easol’s product pages, its Boots in the Park case study, and what co-founder Ben Simpson told Music Business Worldwide and IQ Magazine.

What Easol’s Teammates AI agents do for festival promoters

Teammates is 3 agents that live inside the Easol platform, where a promoter’s website, bookings, payments and guest messages already run. Easol’s Teammates page splits the work like this:

• The Easol Agent takes jobs in plain language and acts on the account. One of Easol’s sample prompts: “Spot the dates that are selling slowly and promote them on my site and to the past guests most likely to book.”
• The Sales Agent chases abandoned baskets, upsells existing bookings, brings past guests back and answers group enquiries with quotes from live inventory.
• The Support Agent answers guest emails, proposes booking changes and then makes them. The promoter decides whether it works alone or waits for approval on every reply.

According to IQ, Easol spent the past 2 years building Teammates, and the agents pull from ticketing, accommodation, packages, food and drink, guest support and sales at once. That’s the whole pitch: one system that already holds every booking, so the agent can see who hasn’t bought the add-on yet.

Easol’s other example shows how that plays out. An agent working for a ski festival found hundreds of pass holders who hadn’t booked equipment rental, built the list and prepared the outreach, an opportunity Easol puts at around $50,000. Neither example names the festival.

The one named result is Boots in the Park, a touring country festival produced by Activated Events that runs in Fresno, Bakersfield, Gilbert, Tempe and Albuquerque. It was in the Teammates beta and still uses the agents.

Easol’s case study says the Support Agent worked through more than 5,000 tickets, resolved 61% of them with one click and cut resolution time by 94%. The festival’s team approves each change before the agent carries it out. Those are Easol’s own numbers, not an independent audit.

Who backed Easol’s $30M round, and which festivals run on Easol

The $20 million equity portion came from Y Combinator, Tiger Global, Foundation Capital, FMZ Ventures, Notion Capital and Eight Roads. Only Eight Roads is new on the equity side. Tiger Global led Easol’s original $25 million Series A in December 2021, which followed a $4.5 million seed round earlier that year.

Easol’s newly signed clients include Coachella, Stagecoach, Head Trip, Elements Festival, Camp Flog Gnaw, Boots in the Park and Snowboxx. Four of them (Coachella, Stagecoach, Head Trip and Camp Flog Gnaw) are on the roster of Goldenvoice, the AEG Presents promoter. Easol runs their hospitality sites, which sell packages that bundle a festival pass with a hotel stay, and none of the four was in the Teammates beta.

Coachella has tried AI on the stage side too: at its 2026 festival it tested 3 Google DeepMind prototypes, including one that rebuilds live sets in 3D.

Easol has offices in London, New York and Los Angeles, and says 2.8 million guests have booked through it so far in 2026, across more than 135 countries. Lisa Simpson and Ben Simpson founded it after running their own events, including the snowsports and music festival Rise.

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AI is now allowing us to do so much more; with rising costs and tighter margins, we can now support Promoters in scaling their business, growing revenue in ways we couldn't have imagined when we first launched the platform.

Why Easol is aiming Teammates at small festival teams

Simpson’s pitch is margins. In the UK, the Association of Independent Festivals counts 41 festivals that have been cancelled, postponed or ended so far in 2026, after 43 in 2025 and 78 in 2024.

Simpson told IQ that Easol’s focus is smaller and mid-tier promoters, who can hand “huge chunks of work” to the agents without hiring more people. Before the public launch, the agents’ insights kept pointing at 2 things: pricing and sales timing. Simpson says promoters are often “undercharging” for what they sell, and that they gain by going on sale “as early as possible, ideally during the current year’s edition.”

On data, Simpson said each promoter’s agents learn only from that promoter’s own information: “We don’t do anything that would borrow from one company’s playbook for another company’s playbook.” Easol also says it has never sold data.

Easol doesn’t list a price for Teammates. Its pricing page starts the Easol Stride plan at $250 a month plus fees from 2% of revenue, and everything else starts with a demo.

Teammates works the promoter’s side of the festival. On the fan side, Ticketmaster is already a connector in Meta’s Muse AI agent, and thumpN raised $3.75M for an agent that finds concerts through chat. Behind the scenes on tour, Quantizr raised $5 million to pull deal terms out of tour contracts with AI.