SoundCloud recently announced its partnership with Ticketmaster and Universe, owned by Live Nation, to allow artists on its platform to market and list events directly on their profiles, customizing their promotion strategies. This collaboration marks a significant step for both SoundCloud and the artists who utilize its services.
The initiative enables artists with SoundCloud's top-tier Pro plan to access the self-serve ticketing platform Universe, allowing them to effortlessly list their own events on their profile pages without leaving the SoundCloud interface. This evolution opens up more promotion opportunities for artists, especially those eager to connect directly with fans and increase their visibility on the platform.
According to a SoundCloud spokesperson, "SoundCloud’s top-tier Pro plan will enable artists to list their events on their profile pages without leaving SoundCloud." This undertaking aims to create new promotional avenues for artists.
One of the appealing aspects of this partnership is how SoundCloud plans to curate event listings. By pulling event data from various ticketing platforms, including Ticketmaster and Dice, artists can selectively showcase which events they want to promote. The ability to add or modify events also allows artists to pivot their marketing strategies based on current trends or specific performances.
The integrations also provide artists with the option to manually add links to other ticketing platforms, allowing for even broader promotional capabilities. Artists can benefit from increased exposure through SoundCloud's concert discovery widget, which will be prominently displayed on the SoundCloud homepage. This widget is set to leverage Ticketmaster's data, letting users filter events by city, genre, and time, making it easier for fans to discover new performances.
Importantly, SoundCloud will take a percentage cut from any affiliate ticket sales made through Ticketmaster links on its platform. This move highlights the growing significance of event display and ticket sales as lucrative areas of growth for music streaming platforms. With increasing competition, this partnership could present SoundCloud with new revenue streams and reinforce its commitment to artist promotion.
SoundCloud's push aligns with broader industry trends seen across music streaming services. For example, Spotify recently began testing direct ticket sales through its app and has explored subscription models offering super fans early access to concert tickets. All of these developments reflect the growing recognition of ticketing as not just ancillary revenue but as integral to the music streaming experience.
Historically, SoundCloud had previously integrated with platforms such as Resident Advisor for event listings without allowing user customization, showing significant advancements with the new partnership. By entering this collaborations, SoundCloud appears determined to adapt and respond to the changing needs of artists and fans alike, emphasizing the importance of direct connections and experiences within the marketplace.
While details surrounding the promotion program have yet to be elaborated, the announcement signifies SoundCloud's intent to partner effectively within the ticketing domain. With event display becoming increasingly central to music streaming, artists on the platform should expect enhanced promotional opportunities without having to manage cumbersome tasks across multiple platforms.
SoundCloud's integration with Ticketmaster and Universe reflects its strategy to maintain relevance and support artists' growth through innovative features. This trend could also lead to greater competition as other streaming platforms look to develop similar partnerships to keep pace with the rapid evolution of the music industry.
Overall, this partnership is poised to facilitate stronger connections between artists and their audience, enhancing the live music experience for both performers and attendees. The integration not only empowers artists to take control of their promotions but also enriches the listening and attending experience for fans.