Sidestep

Sidestep provides a mobile commerce application for fans to acquire merchandise at live events. The platform facilitates pre-orders for convenient pickup or delivery, utilizing technology to streamline transactions and enhance the fan experience. It establishes a direct channel for artists to sell exclusive items, addressing inefficiencies in event retail.

Founded in 2014 by Eric Jones and Matt Gardner, Sidestep emerged from Jones’s experience as a musician and manager. His core insight identified the need for fans to easily access event merchandise, coupled with empowering artists through a technology-driven platform to engage and monetize their brand, bridging the creator-commerce divide.

The company serves global live event attendees and music enthusiasts, offering a seamless pathway to artist merchandise. Sidestep aims to redefine event retail, strengthening artist-fan connections by integrating merchandise acquisition into the overall event journey, establishing a contemporary benchmark for direct-to-fan commerce.

High-Level Overview

Sidestep is a software company building a mobile app that enables fans to pre-order live event merchandise—such as concert gear—for VIP pickup at the venue or home delivery, available before, during, and after shows.[1][2] It targets music fans and event attendees, solving the pain points of long merchandise lines, limited stock, and post-event access by offering convenient browsing and purchasing via an iOS app.[1][2] The company, formally SIDESTEP TECHNOLOGY LIMITED, operates as an early-stage startup with a focus on enhancing fan experiences at live events.[3]

Origin Story

Sidestep emerged as a startup in the live events space, with its UK incorporation as SIDESTEP TECHNOLOGY LIMITED recorded in late 2023 (company number 15350889).[3] Specific founder details and the precise spark for the idea—likely inspired by frustrations with on-site merch sales at concerts—are not detailed in available records, but it gained early visibility through platforms like TechCrunch's Startup Battlefield, highlighting its app-based solution for pre- and post-show purchases.[2] Pivotal early traction came from its iOS app launch, positioning it to capitalize on the growing demand for seamless fan commerce amid live music's resurgence.[1]

Core Differentiators

• Convenience-First Purchasing: Allows browsing and buying merch anytime—pre-show, during the event, or after—eliminating venue lines and stockouts, with options for VIP pickup or delivery.[1][2]
• Mobile-Native Experience: iOS app delivers a fan-focused interface for quick transactions, tailored to live events like concerts.[1]
• VIP and Flexible Fulfillment: Combines premium pickup perks with home delivery, differentiating from traditional on-site-only sales.[2]
• Event-Tied Ecosystem: Integrates directly with live shows, potentially building a network of event partnerships for exclusive inventory access (inferred from model).[1][2]

Role in the Broader Tech Landscape

Sidestep rides the wave of live events tech, fueled by post-pandemic booms in concerts and experiential entertainment, where digital tools enhance physical attendance. Timing aligns with rising artist-fan monetization needs—merch sales often rival tickets—amid market forces like e-commerce normalization and apps disrupting venue retail.[1][2] It influences the ecosystem by pioneering fan commerce, potentially enabling promoters and artists to boost revenue through data-driven, frictionless sales, while competing in a niche alongside ticketing giants expanding into merch.

Quick Take & Future Outlook

Sidestep is poised for growth as live events scale, with opportunities in Android expansion, international tours, and AI-personalized merch recommendations. Trends like Web3 ticketing integrations or AR try-ons could amplify its model, evolving it from a merch app to a full fan engagement platform. Watch for partnerships with major promoters; success here could redefine how fans "own" event memories, sidestepping outdated sales hurdles entirely.