SCI Ticketing Rebrands, Expands

Newly named Baseline takes on new clients.

Independent ticketing company SCI Ticketing has changed its name to Baseline Ticketing and expanded its services.

SCI Ticketing was founded in 1996 as an artist-to-fan direct ticketing service for jam band String Cheese Incident. The company, which is owned in part by the band, is now offering ticketing services to additional clients, including Keller Williams, Michael Franti & Spearhead and promoters End It Presents.

Boulder, Colo.-based SCI made headlines a year ago by suing Ticketmaster, claiming that the ticketing giant had monopolized the industry by using its market power to prevent competition. According to the suit, Ticketmaster tried to block SCI from selling directly to fans, claiming that the practice violated Ticketmaster's exclusive contracts with venues and promoters. The suit was settled out of court earlier this year.

Baseline Ticketing will still enable artists and other clients to sell tickets directly to their fans via their own Web sites, while capturing ticket-buyer data.

Baseline Ticketing launched its new ticketing software yesterday with the on-sale of the String Cheese Incident's fall tour. Instead of logging on to, as SCI fans have done for more than eight years, this time they can purchase tickets by visiting the band's official Web site, where they are automatically shifted to Baseline's ticketing system.

Sister merchandise company SCI Gear is also operating under a new name, Baseline Gear.