Partnerships / Acquisitions

Spotify Adds Eventbrite Ticketing

Eventbrite has announced that it will now show information about concerts and music festivals on the music streaming service Spotify, with the hopes that it will boost ticketing sales. The move comes less than a week after Eventbrite acquired Ticketfly from Pandora for $200 million.

According to news from TechCrunch, the Spotify app, which now has 140 million users, will recommend Eventbrite-powered events related to the music people are listening to, as well as their overall music preferences. Events will appear near albums, from artists if you follow them (which you’ll get by email) and on their artists’ pages and on Spotify’s Concerts tab.

The partnership appears to be beneficial for both sides. For Eventbrite, it’s giving it a direct marketing route to would-be concert-goers most likely to be interested in buying tickets. In fact, the company claims that 42 percent of people discover artists and bands through streaming services and that “half of these fans go on to purchase tickets to see those artists live.”

And for Spotify, it’s providing potentially another route to revenue generation for the company — important since it announced it will be paying out some $2 billion to artists over the next couple of years on annual revenues this year of $3.3 billion.

There is also speculation that the Eventbrite integration is a way for Spotify to test out a move into ticketing for events directly, and TechCrunch reports that the company is looking to build out ticketing of its own, “since that is where the money is.”

For now, though, you will purchase tickets on Eventbrite’s app “in two quick taps,” similar to how you purchase tickets there on the back of other distribution partnerships that Eventbrite has with Facebook, Bandsintown, Discotech and Songkick.

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