Boiler Room highlights undiscovered artists with Airtable


Having organized events in more than 150 countries a year, and as many as 30 live shows a month, Boiler Room is the space for unknown artists to be discovered. 

“Boiler Room is different things to different people,” Larry Gale, Head of Live Production, says. For fans, Boiler Room provides a music discovery platform. Gale says, “We’re keen to offer artists the best place that their music can be discovered. Not necessarily the biggest music platform, but the most important for Underground Music.”

The small London-based team is well on their way to meeting these goals. From footage of South Korea’s Park Hye Jin DJing in Paris to Russia’s Mujuice performing in Moscow, Boiler Room offers a virtual front row seat to sets around the world.

“Every single broadcast we do is simulcast across YouTube, Facebook, the UK, and Russia as well as on Twitch and Twitter using periscope,” Gale said. 

“When we have as much content as we do we need a tool that is efficient and effective,” Jess Morton, Head of Marketing and Social at Boiler Room said. 

Boiler Room uses Airtable to organize everything from the budget and logistics of their shows to their marketing and social media output. “We can track the process of an event through every stage of production, from inception to completion,” Gale shares.

“We have up to seven social channels running at a time,” Morton explains. 

Prior to using Airtable the team at Boiler Room had different tools in place, from Google Docs to Excel, or calendars with hand written plans. They had different teams working off different information. 

“How Airtable has improved things is that there is only one set of key information that everyone has agreed upon,” Gale said. 

Using various filtered views, each team can curate which information they see, safe in the knowledge that everyone is working from the same underlying dataset. “A single record can be different things to different people,” Gale says. “My team in live production can just see the staffing, the venue information, the project code, whereas the marketing team can take the same record, and fill in information pertaining to the performance of that event, so that when it comes to reporting back, we have the key metrics we need.”

“We felt like we weren't linked up and everyone was working in silos,” Morton explains. 

“If you are using a multitude of tools or a multitude of different information-gathering tools, things go missing quite quickly. Or, if everyone is working from different sources, they have different information and aren't always aligned,” Gale says. This matters for reasons beyond organizational efficiency. “If information goes missing, we can have serious consequences affecting anything from brand integrity to people's safety.”

“Airtable allows us to do more without tearing our hair out. We’re a small team covering multiple disciplines, so the more we can simplify our workflow and stay organized, the better. It means that we can put everything into making these events impactful.”

Larry Gale

Head of Live Production

“Airtable has allowed us to link up as a company and work collectively as a company to achieve what we want, which is to bring music to our community,” Morton said. 


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