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Spotify Introduces Ticket Reservations With Live Nation
Show your Spotify at the door // Image by Kait Cunniff with DALL-E
Spotify has teamed up with Live Nation to set aside concert tickets for the top listeners of select artists on the platform.
Why It Hits: Getting concert tickets today is a pretty demoralizing process, thanks to overwhelming demand, bot armies, and technology that can’t keep up with either. By tying ticket availability to measurable fandom, Spotify could bring some sanity — and even a sense of gamification — back to scoring tickets to see your favorite artist.
Behind The Music: Spotify revealed its new “Reserved” feature yesterday during its annual Investors Day.
Reserved measures a user’s streams, shares, and other activity on the platform to determine how big a fan they are of certain artists.
If they’re considered a top fan of an artist, they’ll be notified that Spotify has set aside two tickets to an upcoming concert in their area.
Users will have a one-day window to purchase the tickets before they go on sale to the general public.
The feature is available to Premium subscribers over 18. Spotify also said it will verify that users are actual humans, not bots.
Encore: Reserved kicks off this summer in the US, but there are still plenty of unknowns — including which artists are participating and how many tickets will be set aside for Spotify users. Still, Wall Street was high on the idea (along with several other features announced, including personalized AI podcasts and AI remixes of songs), sending Spotify’s stock soaring 17%.
Clearly, it pays to make fans’ lives a little easier.
Next Show: An artist’s Spotify streams usually surge during a tour, but now expect listenership to spike as soon as a tour is announced — an interesting signal for which acts may be the most in-demand in the year ahead.
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Today’s email was written by David Vendrell.
Edited by Nick Comney. Polled and Copy-edited by Kait Cunniff.
Published by Darline Salazar.