SoundCloud partners Ticketmaster, Universe to enhance event promotion

The music streaming platform stated that this collaboration would create new promotional opportunities for artists in the future through a dedicated programme with Ticketmaster. However, further details on this initiative have not yet been disclosed.

As part of the partnership, artists subscribed to SoundCloud’s top-tier Pro plan will be able to use Universe to list their events without leaving the platform. They will also have the flexibility to add or modify event listings based on the concerts they wish to promote.

SoundCloud will integrate event data from multiple ticketing platforms, including Ticketmaster and Dice, enabling artists to select which events appear on their profiles. Additionally, artists will have the option to manually add links to other ticketing services.

The platform plans to enhance concert discovery by introducing a dedicated widget on its homepage, powered by Ticketmaster data. This feature will allow users to browse events by city, time, and genre. SoundCloud will also receive a commission from affiliate ticket sales made through Ticketmaster links on its platform.

Previously, SoundCloud had an integration with Resident Advisor, which displayed up to three upcoming events on an artist’s profile. However, the system lacked customisation options. The latest move signals a growing focus on event promotion within music streaming platforms.

In recent years, direct ticket sales have become an area of expansion for streaming services. In 2022, Spotify began testing ticket sales within its app, and according to a Bloomberg report, the company is also exploring a $6 per month subscription for super fans, which would provide early access to concert tickets.