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American music fans can now buy concert tickets directly from music videos as part of a new partnership with Ticketmaster
By Jon Chapple on 14 Nov 2017
YouTube has become the latest music streaming platform to partner with Ticketmaster, today announcing the integration of tour dates and ticket listings into “hundreds” of its hosted music videos.
The feature – initially only available in the US, but with plans to roll it out internationally – sees upcoming concert dates for some of the world’s biggest artists listed under their videos. Viewers can then select a show and, “with a simple click”, open a new window to buy tickets from Ticketmaster.
YouTube, owned by Google, is the world’s largest video-hosting platform and the web’s second most popular site (after Google). It is also by far the most popular site for on-demand music streaming, although it is remains controversial for the royalties it pays to artists, with the so-called ‘value gap’ – or the mismatch between the value YouTube extracts from music and the revenue given back to creators – regularly coming in for criticism from the recorded music industry.
“We’ve been experimenting with ways we can offer a ticketing experience to fans”
“At YouTube, we understand the importance of helping artists find ways to build deeper connections with their fans – the ones who not only watch and listen to videos, but are also willing to pay to see live performances,” reads an announcement from YouTube. “And, with live concerts becoming a bigger driver of revenue for artists, we want to help artists reach those fans, keep them updated about upcoming shows, and sell more tickets.
“We’ve been experimenting with ways we can offer a ticketing experience to fans and we’re excited to announce our first ticketing partnership with Ticketmaster. Starting today, we will begin featuring hundreds of artist’s upcoming US tour dates on their YouTube videos. Fans enjoying an artist’s official music video on YouTube can now learn about upcoming concert listings and with a simple click, go to Ticketmaster to purchase tickets.
“YouTube’s massive fan base paired with Ticketmaster’s global roster of concerts and security of verified tickets means we can easily connect a fan’s discovery of music on YouTube to their ability to purchase concert tickets.
“We’re just getting started. We’ll be rolling out this feature to all artists who have Ticketmaster shows in North America with plans to expand globally. And, as part of our ongoing commitment to support artists, we’ll continue to find additional ways to make meaningful fan and artist connections.”
A gif showing the new system in practice, on Halsey’s ‘Bad at Love’ video, is show below:
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