US streaming service Pandora got into live music with a splash back in 2015, when it bought ticketing firm Ticketfly for $450m. It then sidled out of the market in 2017 by selling the company off again, to ticketing firm Eventbrite, for $200m.
Now Pandora is making a new move, through partnership rather than acquisition. The partnership is with Ticketmaster, with the latter’s events now integrated into Pandora’s Artist Marketing Platform (AMP). “Fans will now be notified of upcoming show announces and on-sale ticket alerts based on their location and listener history. You will also now see Ticketmaster shows while using the Promote Show tool,” explained Pandora in a blog post for artists and marketers. “Listeners have already clicked on links to Ticketmaster events over 700,000 times thanks to this new integration.”
It’s the latest example of Ticketmaster’s streaming partnerships: in July 2017, it announced a deal with Spotify to make its concerts easy to find within that service.