Jukely, the new concert subscription service that’s quickly becoming popular in the U.S., has now crossed international borders and added London to its growing footprint. The service is commonly described as “the Netflix for live music” and uses complex data and algorithms to suggest bands and artists users would like. It then allows the user to attend an unlimited number of concerts each month – all for a flat monthly fee.

Whereas secondary online marketplaces like Ticketbis.com or deal sites such as Groupon appeal to casual fans of entertainment, Jukely is designed to quell the thirst of hardcore music fans that simply can’t get enough live music. As a city with such rich music history, London is the perfect fit for the American-based company’s launch into international territory.

Jukely: Made for Music Lovers

Founded in 2013 by Bora Celik, Jukely quickly found its feet as big-name investors like Spotify and Soundcloud jumped onboard. While anyone can sign up for the social network aspect of Jukely, there are really two different paid tiers. The first, known as Unlimited, lets you attend as many live music gigs as you want each month for a flat rate of £25. The Unlimited Plus package allows users to bring one guest per event – or attend two events in a single night.

Events are typically added two or three days prior and users are required to claim tickets to the gigs they plan on attending. While you won’t find huge headlining artists and bands in the Jukely lineup, users can discover niche talents and new rising stars that they otherwise may not have found. So far, some of the bigger names have included acts like Kiesza, Skrillex, and Questlove.

“We’re delighted to bring Jukely to the UK,” Celik recently said. “The UK is a nation of music-lovers with an unrivalled popular music heritage – making London the perfect place for the next stage in our company’s journey.”

How Jukely Works

With more than $8 million in funding already secured for future growth and development, many business minded people are asking about the ins and outs of the service. How does Jukely work and is there anything proprietary or sustainable about it?

Well, according to those close to Jukely, the service uses a sophisticated algorithm that taps data from users’ accounts on services like Spotify, Soundcloud, Facebook, Hype Machine, Rdio, and Last.fm. Using that data, Jukely can then make recommendations regarding which new artists users are likely to be interested in.

The technology works similar to how a Pandora radio station functions. The algorithm predicts what genres, sounds, and styles the user prefers based on a number of unique, user-specific inputs. It’s certainly not a foolproof technology, but the service’s rise in popularity shows that Jukely is on to something.

Challenges Still Await

While early adopters may feel like it’s been around for a while, Jukely is still very much in its infancy. The biggest challenge will be keeping users and artists satisfied. Concert prices are extremely volatile and there are only a finite number of tours and show dates.

“We’ll be closely keeping an eye on the math that matches supply and demand so the service indeed gives the unlimited concerts feeling,” Celik reassures users. “We’ll have a rotation system built that’ll match our members and upcoming availabilities so it will be first come first serve until our availability is fulfilled, and we’ll send members messages when we have availability for them.”

Challenges await for Jukely, but the company’s aim as it expands into London still remains the same: Allow music fans to access as many concerts as they’d like by using a data-backed algorithm that suggests new artists and acts.