Musement Raises Investment of 950,000 USD: 360 Capital Partners and IAG Back the Online Cultural Tourism Platform's Expansion Plan

Pubblicato il 30 Ott 2013

Today, the Italian startup Musement announced new backing from venture capital firm 360 Capital Partners, Italian angel investors’ network IAG (Italian Angels for Growth) and other new investors.

Total capital raised is 950,000 USD and will be used to fund the company's growth and expansion into new markets. The good news has a perfect timing since the company is going to attend at the travel fair World Travel Market in London, that will take place next days.

“We are extremely pleased that both the main network of Italian angel investors and one of the leading VC funds in Continental Europe share our vision and will help us to implement it quickly” – said Alessandro Petazzi, CEO and co-founder of Musement “Having brought them on board will help us better serve global travelers interested in arts and culture, by accelerating our worldwide expansion, by increasing the number of institutions, ticketing platforms and tour operators we partner with and by investing in technology and marketing”.

After launching its public beta in April 2013, Musement intends to improve the way arts and cultural attractions are discovered and accessed by travelers around the world, by aggregating in a unified digital hub information, pertinent suggestions, booking for tickets, guided tours and audioguides for top museums, art exhibitions, heritage and archaeological sites around the world.


Developed for the international market by four Italian entrepreneurs with different backgrounds in technology, business and the arts – Claudio Bellinzona, Paolo Giulini, Alessandro Petazzi and Fabio Zecchini –, the service currently encompasses a portfolio of venues and events in the main Italian cities and in the next few months will start offering information, tickets, tours and activities in the main EU countries.
Future plans include the launch of a mobile app to help customers discover new attractions and visit the places they have chosen and to add an aspect of of e-commerce for merchandising.
Key benefits for Customers:
Musement improves travelers’ experiences in various ways:
• Universal access: all information, tickets, guided tours and audioguides in just one place.
• Sm(art) discovery: not only the best-known sites, but suggestions for the “hidden gems” known only by locals.
• No more lines: possibility to purchase advance tickets and skip the lines at all venues.
• Immediate confirmation, immediate entrance: booking is confirmed in real time and access tickets or vouchers are sent via email.
• Transparent rates + official tickets = no need to worry: Musement has established trusted partnerships with venues and cultural institutions.
Key benefits for Tourism Ecosystem:
Musement’s platform has been designed to benefit all main actors in the tourism value chain:
• Museums, Ticketing platforms and Tour Operators:
Distribution and communication channel targeted to an international audience, with no needs for them to invest in marketing or technology to keep up with latest trends.
• Hotels:
Booking hub for each concierge which can generate extra revenues and supports real-time availability confirmation and accounting and payment reconciliation.
• Transport Companies and Travel Agencies (online and offline):
Single hub to provide access to all relevant events and venues in the main cities which can be integrated in their shopping cart and/or in their loyalty programs.

Musement video presentation


360 Capital Partners is a venture capital fund which invests in innovation throughout Europe, with a special focus on France and Italy, which has followed‐up and/or exited over 60 companies and has more than €300 million under management, provided by top tier international investors. The fund leverages a significant international network and co‐invested with major international VC funds in 9 countries.

“360 Capital Partners has a tradition of investing in the luxury/fashion, food and travel industries, sectors in which Italian companies excel and which can possibly pave the way to the economic recovery we all long for” – stated Cesare Maifredi, General Partner at 360 Capital Partners. “Musement has the chance to become a key hub for arts and culture, providing both travelers and industry partners with a breadth and depth of services which currently has no par online”.

IAG, Italian Angels for Growth, is the largest and most active angel group in Italy, focused on seed and early stage investment in different industries such as Digital, Biotech, Cleantech, Social Enterprise, Medical Devices.
In IAG portfolio (22 companies overall) the investment in Musement follows three earlier deals in the digital space (namely Spreaker, Stereomood and ProxToMe).

“As Italians and angel investors” – added Marco De Guzzis, IAG representative for the investment in Musement – “we are proud to invest in a startup of our country that, thanks to the breadth of services offered and their integration with high-quality content, can bring significant innovations to cultural tourism around the globe. A strong team, an attractive business model and an under-served market are the key factors which have convinced us to invest in this promising Italian company going global.”

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