In addition to being a site for music consumption, YouTube has also long served as a promotional platform for artists, allowing them to advertise upcoming releases or shows to fans. It appears the platform will be taking this a step further in its new partnership with renowned ticketing site Ticketmaster.
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Guest post by Tim McKee, Lead, Rights Management, of The Orchard‘s The Daily Rind
For artists, YouTube is both a promotional platform and a destination for the music itself. The video site is home to many forms of video content, such as official music videos, Art Tracks and other less formal looks like behind the scenes footage or specific events. That’s why YouTube has become a place for fans to discover music and also learn more about the artists they love. While artists have always been able to use video creatively to promote live performances, YouTube and Ticketmaster have added a direct tie between an artists’ music videos and tour dates.
Thanks to the recent partnership, YouTube has begun featuring upcoming tour dates under official music videos on artist channels and Vevo channels. With just a few clicks, fans can visit Ticketmaster’s website to purchase tickets to see their favorite artist. This feature is currently limited to US dates, but YouTube plans to expand across North America and then globally. It’s already available on desktop and both iOS and Android apps. As a very popular resource for music discovery, YouTube is a smart partner for Ticketmaster, which has also teamed up with a number streaming services and media platforms.
Image courtesy of official YouTube Artists Blog
With 1.5 billion logged-in users every month, 40 million hours spent watching just the year’s top 10 trending videos and a continually improving viewer experience, YouTube’s Ticketmaster partnership places tour dates in front of users making it easier than ever to buy tickets and take their fan experience to the next level.