SiriusXM’s Pandora partners with Ticketmaster

Pandora has partnered with Live Nation-owned ticketing company Ticketmaster to integrate the promotion of live events into its streaming service

By Anna Grace on 30 Apr 2019

Liberty Media CEO Greg Maffei

image © Live Nation

Pandora, the streaming service owned by Liberty Media’s SiriusXM, has announced a new partnership with ticketing giant Ticketmaster.

Pandora sold ticketing business Ticketfly to Eventbrite in June 2017, prior to its US$3.5 billion acquisition by SiriusXM. Liberty Media, whose chief executive Greg Maffei is Live Nation’s chairman, owns a 71% share in SiriusXM and a 34% in Ticketmaster owner Live Nation.

Ticketmaster has now been integrated into Pandora’s AMP platform for artists, which enables the promotion live events alongside music streaming. The platform will use Ticketmaster’s concert data to provide more accurate and up-to-date information on live events.

“In our ongoing effort to provide a comprehensive and seamless artist marketing experience, Pandora has partnered with Ticketmaster to transform live event promotion,” says a Pandora statement.

“Powered by touring data pulled in real-time from Ticketmaster, this new partnership makes communicating with fans about live events easier than ever before”

“Powered by touring data pulled in real-time from Ticketmaster, this new partnership makes communicating with fans about live events easier than ever before. Fans will now be notified of upcoming show announces and on-sale ticket alerts based on their location and listener history,” reads the statement.

According to Pandora, listeners have already clicked on links to Ticketmaster events over 700,000 times following the integration.

The integration of ticketing platforms into live-focused streaming platform features was discussed at the streaming workshop at ILMC 31. Streaming giant Spotify uses ticketing partners Ticketmaster, Songkick, Eventbrite and AXS to promote events.

Ticketmaster has also integrated with YouTube in the United States, using the platform’s geolocations to target nearby and relevant shows to listeners.

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