Live Nation is making a push to be the online hub of all event listings. Beginning next week, the company -- the world's largest promoter -- will offer any venue or promoter the ability to upload event listings and information directly to

Currently, the site offers complete Live Nation event and venue information, but non-Live Nation owned venues were posted on a simple venue page, without any additional information for consumers. Third parties will now be able to build and populate event pages on the Live Nation site, and link to any service or Web site.

In other words, Live Nation will help market competing venues and promoters. "It all stems on focusing on the fans," says Live Nation president of Digital Bryan Perez tells "If the consumer's going to find out about the shows on the Internet anyway, why not let them find it all in one place? And why not allow our industry brethren to have the same level of provision of information, in fact more information, than they would on Google or Yahoo."

The goal is for to be the premier source of concert information, "but it's not all about our brand," Perez stresses. "We recognize that if the venue has significant brand equity or a third party promoter has significant brand equity, that has value to the consumer. So if we're focusing on the fan, all we want to do is allow the fan get the best information from the most authoritative source."

Under this new initiative, non-Live Nation venues will be able to provide custom content for their own venue page, which can show title sponsor information, seating charts, venue photos, and information on concessions, venue history, nearby hotel information, and more. Venues will use the same templates used by Live Nation -- which will include space for venue logos and branding -- to populate content pages.

Perhaps most importantly, music fans will be able to click through to buy tickets utilizing the venue's custom web page, with the venue's own look and branding. "Sometimes they may link to Ticketmaster, sometimes their own venue website," says Perez.

Interest in the initiative is high, Perez says. "I've got one large independent promoter on board and a couple of others interested," he says. "This all stems from the fact that we're getting...requests from third party venues to list their events on our site. So we took it to the next level, let's not just list their events on our site, but let them provide all the information for the customer and become a marketing vehicle for them as a very open source approach and platform."

According to Perez, the project will be launching next week. "Within the next month we'll actually have an online interface where people can upload their information directly into the database, once we identify they're a legitimate venue or promoter," Perez says. Users can now customize their page on

Live Nation network sites combined are already the second largest event site in the U.S., Ticketmaster being number one by a wide margin. "But Ticketmaster only lists their own events, who they have ticketing contracts with," Perez says. "We're completely fan focused, if there's a live music event we want to make sure the fan finds it. Sometimes it's our event, sometimes somebody else's, but as long as we stay focused on the fan, everyone wins."

Perez calls the initiative a "myspace" for venues. "Build your own venue page in an environment completely focused on live music," he says.