MySpace finally unveiled its long-promised ticketing and events platform. The move expands the social networking site from a tool for artists to sell more concert tickets to a far broader events platform designed to organize all aspects of users' social lives.

The platform was designed with event promotion and ticketing equally in mind, according to director of events and ticketing Marcus Womack. The features of the new platform include a new MySpace calendar, which combines users' events with that of their friends and the artists they follow as well as sponsored events contributed by advertisers.

For artists, it means they can now make ticket sales to their shows available directly from their profile page, and their fans will receive notification any time they update their upcoming events. And for advertisers, it provides a promotional platform for both live events and other types of events -- such as a CD release day, TV premiere and other non-ticketed events.

The move also adds a new Events tab to the MySpace homepage, where users can browse events not otherwise appearing on their calendar, and integrates Facebook events as well.

While MySpace is hoping to attract advertisers and other entertainment content providers with the new capabilities, it's clear the biggest benefit goes to the artists. MySpace boasts nearly 1 million concert listings on the social network, and much of the Events platform is designed specifically to help better expose them to potential attendees.

Drawing heavily from its iLike subsidiary, MySpace Events now allows users see exactly which of their friends have already indicated their intention to attend a concert when viewing a given concert's page, and automatically notifies users' friend list when they purchase tickets.

Previously, users had to navigate away from MySpace to either the artists' Web site or another portal to buy concert tickets. But now MySpace links directly to Ticketmaster and other providers to more easily facilitate sales. And the service will recommend additional events to users based on where they live and what types of bands they've shown interest in.

For MySpace Music, it also means a much-needed new source of revenue to help it pay for the free on-demand streaming features that ads alone can't subsidize. In addition to the cut of each ticket sold, MySpace hopes to capitalize by selling sponsored events.

There's no word yet on when MySpace Music will add the merchandise sales element that was promised when it launched in September of 2008.