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Lyte – the reservations technology platform that continues to make major waves in event ticketing and ecommerce – names Lawrence Peryer to Chief Commercial Officer. Peryer – previously Lyte’s Chief Strategy Officer – will oversee a team responsible for Lyte’s business results. Lyte continues to revolutionize the e-commerce experience for artists, fans and live events, with the 12-month period ending May 31 its most successful four quarters to date.
In his new role, Peryer will oversee Lyte's revenue functions, including: Research and Analysis, Business Development, Partnerships Sales, Solutions, and Client Services. With more festivals, artists and partners implementing Lyte to create the best-possible fan experience, this newly-formed team under Peryer sets Lyte up to continue to expand its industry footprint.
“One of the great joys of my job is bearing witness to Lyters who invest in themselves and strengthen their superpowers. Lawrence is a shining example. His work leading company strategy, data-driven approach, strong marketing and deal-making skills, entrepreneurial spirit and proven ability to recruit amazing talent gives me complete confidence in him being the right leader for our commercial pursuits,” says Lyte Founder and CEO, Ant Taylor.
As Chief Strategy Officer, Peryer was responsible for setting the agenda for Lyte’s revenue expansion, building an in-house research and analysis team capable of identifying growth opportunities and guiding go-to-market plans. Since joining Lyte in 2018, Peryer has been a key advisor and resource for Taylor.
Peryer has been an innovator and developer of new business models since the earliest days of the commercial internet. Prior to joining Lyte, he served as the Director of Live Events at Amazon, leading the company’s re-imagining of what fan-centric concert experiences could be. Before Amazon, he built the Artist Services division within Warner Music Group, leveraging the rights acquired in the company’s 360 deals to drive deeper and more meaningful artist-fan relationships. In his role as President of UltraStar Entertainment, which was acquired by Live Nation in 2007, he pioneered direct-to-consumer business models for artists during five of the ten highest-grossing tours of the aughts (including The Rolling Stones, AC/DC, Madonna and the Police). He’s been a founder, advisor and key employee to multiple startups and initiatives and since 2009 has produced all archival releases for Keith Richards of The Rolling Stones.
Most recently Peryer produced the Bowie 75 experiential and retail event celebrating the artistry of David Bowie that debuted in New York City and London last fall. He also sits on the advisory board of NIVA, the National Independent Venue Association. Peryer also created and hosts Lyte’s weekly podcast, Spot Lyte On..., in which he has candid conversations with key names in music, sports, business, entertainment and the arts. Spot Lyte On… has released more than 100 episodes and is prepping for their seventh season. The podcast is available on all major platforms and at spotlyteonpodcast.com.
Lyte kicked off 2022 stronger than ever. As festival season continues to thrive, so does Lyte. This year, they’ve continued to align with more top partners, including VERZUZ, J. Cole’s Dreamville, Willie Nelson’s Luck Reunion, Higher Ground, Wilco’s Solid Sound Festival, and Furnace Festival, as well as continuing to power long-term clients such as Life is Beautiful, Big Ears, and more. This follows Lyte’s record-breaking 2021, which started with nearly $40 million in Series B fundraising, and ended with Lyte working with more than 50 festivals in the second half of the year alone, including Pitchfork Music Festival, Life Is Beautiful, Rolling Loud, and Comic Con. Stay tuned for forthcoming partnerships that will continue to show fresh and meaningful ways that artists and events can use Lyte’s technology to ticket smarter.
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