TikTok has announced an expansion of its partnership with Ticketmaster, allowing users in over 20 marketplaces to purchase event and concert tickets directly through the social media platform. The feature, which was initially launched in the US in August 2022, is now available to customers in the United Kingdom, Ireland, Australia, Germany, France, Canada, Mexico, Austria, Belgium, Czech Republic, Denmark, Finland, Italy, Netherlands, New Zealand, Norway, Poland, Switzerland, Spain, and Sweden.
Verified artists, categorized as “certified artists” on TikTok, can now promote their tour dates by adding Ticketmaster event links to their videos. Once in-app links are embedded, customers can opt in and purchase tickets with just a few clicks. The feature is now accessible to over 75,000 artists.
In an official statement, Michael Kümmerle, TikTok’s Global Music Partnership Development Lead, expressed that this new feature allows artists to reach ticket buyers in a unique way and has the potential to revolutionize live events worldwide. Michael Chua, Ticketmaster’s VP of Global Business Development & Strategic Partnerships, added that the partnership empowers artists to seamlessly connect their content to event discovery and ticket purchase within the app, making it easier for fans around the world to experience live performances.
Notable artists such as Niall Horan, The Kooks, Burna Boy, DJ Snake, and Shania Twain have already tried the in-app ticket purchasing feature, collectively accumulating a total of 2.5 billion video clip views. However, no specific information regarding the number of tickets purchased has been provided.
This ticket-purchasing program follows TikTok’s recent launch of artist accounts, which provide musicians with promotional tools to expand their fanbases. By catering to artists and their audiences, TikTok aims to compete with music streaming services like Spotify and Apple Music. The platform continues to introduce features that keep users engaged within the app, such as the TikTok Shop, a dedicated marketplace tab for discovering new products and promotions.
TikTok’s efforts to become a one-stop shop for content, music, and retail demonstrate its ambition to compete with corporate giants and provide a comprehensive experience for its users.
