YouTube has announced a partnership with Ticketmaster that will see tickets for artists’ US concerts promoted within their official videos.
“Starting today, we will begin featuring hundreds of artist’s upcoming US tour dates on their YouTube videos,” explained a blog post from the YouTube Music team.
“Fans enjoying an artist’s official music video on YouTube can now learn about upcoming concert listings and with a simple click, go to Ticketmaster to purchase tickets.”
For now, the partnership only covers gigs in the US, although YouTube says it plans to expand it globally in the future.
The deal is part of YouTube’s efforts to convince artists that it can help their careers in terms of income, not just online eyeballs, against the backdrop of the ‘value gap’ debate with recorded-music rightsholders.
YouTube has also recently produced or co-produced videos for musicians: the Musica Sin Fronteras film for Puerto Rican star Ozuna; a series of behind-the-scenes videos with Camila Cabello and Epic Records (
the first of which is currently blocked in the UK due to, er, a copyright takedown by Sony Music Edit: it’s up again now); and a documentary on Demi Lovato.
Today’s news is also a significant partnership for Ticketmaster, coming a year after it announced a deal with Spotify to integrate its concert listings into that streaming service’s artist pages, recommended-concerts feature and customer emails.