What are Affinity segments?
Affinity Segments save you the work of manually creating lists of similar artists, past buyers, or engaged fans. Using artist enrichment data and past ticketing behaviour, Hive automatically identifies the contacts most likely to be interested in your event.
Artist enrichment uses advanced data to fill in missing artist information across your events, filters, and campaigns. This gives you a more complete view of your audience, enabling more precise targeting.
When combined, Affinity Segments and artist enrichment make segmentation stronger and campaigns smarter—so you can reach the right fans for each event effortlessly.
How to create an Affinity segment
Affinity Segments can be created in several places within Hive in just a few clicks.
From the Event Hub page
You can create an Affinity Segment directly within an Event Hub page.
Go to your Events page.
Click Quick campaigns on the left side of the event name.
Select Event Affinity Segment.
From a specific Event Hub
You can create an Affinity Segment directly within an Event Hub.
Go to your Events page.
Click the event title for the event you want to create an Affinity Segment for.
In the Event Hub, locate the Quick Campaigns section and click on Event Affinity.
Pro tip: Check out our Event Hub article for more tips on navigating and making the most of it.
During campaign setup
You can create an Affinity Segment while building a one time campaign. You’ll find this option in the second step, Choosing Recipients.
From the segment creation page
You can create an Affinity Segment while building a sequence. You’ll find this option at the top of your sequence creation page.
Next steps for building an Affinity segment
Regardless of how you start creating your Affinity Segment, you’ll reach this step: select an event to begin building your Affinity Segment.
Click Generate to create the filters for the Affinity Segment. Review and adjust the filters as needed.
Your next steps will depend on where you began:
From campaign creation: Click Save and continue to move on with building your campaign.
From the Segments page: Click Save to finalize your segment.
Where to find saved Affinity Segments
All Affinity Segments you create are saved in your Segments page, inside the Featured segments folder.
Clicking this folder will display all saved Affinity Segments for your brand.
How to view artist enrichment data
To see where artist enrichment has filled in missing data:
Go to your Events page.
Look in the Artist column—an ✨ icon indicates enriched data is available for that artist.
You’ll also see more complete artist data in:
The Event Hub
Segment filters
Campaign audience creation steps
If your ticketing integration doesn’t sync artist or genre data—or if you’d like to edit or add more details to your event—you can easily do this in the Event Hub. For step-by-step instructions, check out this article on editing event-specific information in your Hive account.