SoundCloud and Ticketmaster have unveiled a multifaceted integration deal. Photo Credit: SoundCloud
What Spotify-Ticketmaster talks? SoundCloud has scored a major deal with the Live Nation-owned ticketing platform, including a Universe integration and more.
Ticketmaster and SoundCloud just recently disclosed their tie-up, moments after Live Nation head Michael Rapino confirmed ticketing discussions with Spotify and others.
At least in Spotify’s case, those talks, the CEO indicated, centered on pre-sale ticketing access for the forthcoming Super-Premium tier. Based on the tone of the exec’s comments, it’s unclear whether Spotify will ultimately score the sought pact.
Evidently, though, Ticketmaster is discussing other streaming-service agreements, and SoundCloud isn’t sitting idly by as competitors plot ticketing expansions.
Technically, Spotify has for some time enabled artists to plug tickets (sold not just through Ticketmaster, but AXS, Eventix, and more) on their profiles. And so the SoundCloud-Ticketmaster union, in allowing Artist Pro profiles to display upcoming shows, isn’t breaking new ground here.
However, the perk is especially noteworthy in that fans can buy passes via SoundCloud itself; the partnership further extends to Ticketmaster’s little-discussed Universe ticketing and marketing offering.
“Through our partnership with Universe,” SoundCloud summed up on this front, “Artist Pro artists will have the exclusive ability to create events, sell tickets, and share their shows directly from the SoundCloud platform. No need for third-party tools—it’s all here, seamlessly integrated.”
Additionally, SoundCloud touted the union as “just the beginning” of a broader buildout. While it remains to be seen exactly which “updates” said buildout will deliver, the company underscored plans “to innovate and expand what’s possible” on the platform.
That pledge has arrived not just against the backdrop of an industry-wide superfan focus, but days following the launch of SoundCloud’s Fan Recognition.
As its name suggests, the feature gives artists the option of recognizing diehard supporters (like “first fans” and, in terms of total streaming volume, “top fans”) on their track pages.
At the intersection of these points – the Ticketmaster deal and Fan Recognition – that’s not to say exclusive pre-sales are necessarily on the way for SoundCloud. But the possibility and the features’ immediate commercial byproducts are worth keeping in mind.
So is the above-highlighted push to more effectively monetize superfans. BTS agency Hybe today reported continued payment-amounts growth for Weverse in Q4 2024, after December saw the superfan gold standard debut paid “digital memberships.” Now, the platform is embracing direct messages exchanged between artists and (ultra-loyal) fans as well.