Beginning today, the team up will kick off in the U.S with YouTube featuring the tour details for hundreds of artists upcoming shows beneath video descriptions.
YouTube and Ticketmaster are joining forces to make it even easier to snag tickets to shows of your favorite touring artists! The show closest to your location will be listed first regardless of date, with others following it. Clicking the "Tickets" button will take you to a site where you can purchase your seats.
The feature will include information about the nearest show and there are plans to expand globally, with hints towards future plans to focus on "artist-to-fan connections". There's no mention of expanding to other ticketing companies and not all artists use Ticketmaster.
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This integration isn't exclusive to YouTube, however - Ticketmaster also works closely with Spotify, the current king of music streaming. Apple Music, meanwhile, tried and failed in artist-to-fan connections with Connect, a social feed for artist updates.
The move to also go live on YouTube makes sense, given that one of its bigger use cases is music discovery and streaming - so much so that it has its own dedicated mobile app, and offline video streaming is packaged as a part of a YouTube Red subscription. MTV lost the "music" portion to reality shows some time ago, and YouTube is now the main source for watching an artist's music videos. The event listings appear on YouTube desktop, and web and mobile app experiences on video watch pages.
YouTube is now letting music artists sell tickets to USA performances under a new partnership with Ticketmaster.