In a move that marks a pivotal moment in the intersection of virtual and in-person music experiences, TikTok and Ticketmaster are set to extend their unique ticketing collaboration to over 20 new markets, including the United Kingdom. This expansion follows the resounding success of the partnership’s beta launch in the United States in 2022.
The collaboration promises to redefine the relationship between music fans and their favourite artists, as it not only extends its reach within the U.S. but also makes its debut in the UK, Ireland, Australia, Germany, France, Canada, Mexico, Austria, Belgium, Czech Republic, Denmark, Finland, Italy, Netherlands, New Zealand, Norway, Poland, Switzerland, Spain, and Sweden. Now, Certified Artists on TikTok in these participating countries can harness the power of the Ticketmaster ticketing feature to promote their live events and establish direct connections with fans across the globe.
This transformative partnership allows music enthusiasts worldwide to effortlessly discover and purchase event tickets directly through the TikTok platform with just a few clicks. The in-app feature empowers artists to showcase their live dates to both new and existing fans on TikTok, facilitating global audience expansion and career-building opportunities. Artists can seamlessly integrate their Ticketmaster event links into their videos before publishing, enhancing their promotional efforts.
Since its beta launch, the partnership has already witnessed successful ticketing campaigns for a diverse range of artists, including both established and emerging talents, comedians, and even sports teams (Great time to be Travis Kelce when your new girlfriend is an international pop star) Notable names such as Niall Horan, The Kooks, Burna Boy, and Shania Twain have benefited from the collaboration, with over 2.5 billion views of videos utilizing the in-app features.
Michael Kümmerle, Global Music Partnership Development Lead at TikTok, expressed excitement about the development, stating, “This is an exciting moment for the millions of passionate music fans in the TikTok community. By enabling fans to buy tickets directly through TikTok, we’re giving artists the opportunity to reach ticket buyers in a whole new way and change the game for live events around the world.”
Michael Chua, VP Global Business Development & Strategic Partnerships at Ticketmaster, emphasized the global nature of today’s music scene and the increasing demand for live experiences. He said, “Through our partnership, TikTok and Ticketmaster are empowering artists to easily connect their content to event discovery and ticket purchase in-app, making it easier than ever for fans around the world to experience their favourite artists live.”
As the collaboration evolves over time, the synergy between TikTok and Ticketmaster is expected to deliver more value to artists at all stages of their careers and provide additional opportunities for a growing fanbase. The partnership stands as a testament to the dynamic landscape of the music industry, where technology and social media converge to create new and exciting possibilities for artists and fans alike.
