SoundCloud has recently announced a strategic partnership with Ticketmaster and Universe, aiming to give artists more control and visibility over their live events. This collaboration is set to empower musicians subscribed to SoundCloud's Pro plan to manage their concerts from their profiles directly within the platform.
Under the terms of the agreement, artists will have the ability to list and promote their events without needing to navigate away from SoundCloud. This rollout includes major features such as creating events and selling tickets through Universe, which is operated by Live Nation.
SoundCloud's initiative is part of its larger goal to drive concert attendance—a pivotal metric for artists. The move aligns with broader trends within the music streaming industry, where platforms are increasingly focused on connecting digital content with live experiences.
According to SoundCloud, the partnership will provide new promotional opportunities for artists, highlighting the integrated program with Ticketmaster meant to enable listing and modification of event details easily. Further specifics about this initiative are yet to be disclosed, but artists on the SoundCloud platform can expect enhanced capabilities to reach and maintain their fanbase.
One of the exciting elements of this partnership is the dedicated widget SoundCloud plans to introduce on its homepage. This feature, powered by Ticketmaster data, will allow users to browse events organized by city, time, and musical genre, making it easier for fans to discover live shows.
Beyond just concert promotion, SoundCloud will allow musicians to integrate event data from multiple ticketing platforms, which includes not just Ticketmaster but also Dice. This flexibility means artists can select which events appear on their profiles and even add links to other ticketing services manually.
The move signals SoundCloud's shift toward emphasizing event promotion, following previous integrations like the one with Resident Advisor. The earlier system allowed limited customization options, displaying only three upcoming events on artist profiles, but lacked the depth of customization and flexibility now available.
With this partnership, SoundCloud is following trends set by other streaming services. For example, Spotify has recently begun testing ticket sales within its app and is reportedly exploring plans for subscription deals catering to 'super fans' who would gain early access to concert tickets.
Also noteworthy is how SoundCloud projects to benefit financially from this collaboration. The platform will earn commissions on affiliate ticket sales made through Ticketmaster links featured on SoundCloud profiles. This monetization model could bolster SoundCloud's revenue stream and supplement its services to artists.
Despite the promising deal, SoundCloud has undergone numerous changes and has been responsive to the fast-evolving nature of the digital music industry. This partnership with Ticketmaster and Universe could mark the beginning of significant enhancements for artists seeking to transition from online streaming to live performances and capitalize on their digital footprint.
Overall, SoundCloud's new venture with Ticketmaster and Universe is not only indicative of its commitment to artist empowerment but also highlights its ambition to lead in live event promotions among streaming platforms. With more artists seeking direct connections with fans, the integration of concert management tools within streaming platforms reflects the changing dynamics of music consumption and event attendance.
This partnership is poised to shape the way independent artists engage with their audiences, allowing them to maximize their reach and impact. It's definitely a step forward for SoundCloud as it strives to be not just a music streaming service but also a comprehensive platform for artist development.