From the “value gap” in online music consumption to the continual interference of brokers in concert sales, both YouTube and Ticketmaster have upheld tenuous relationships with the artist community over the last several years. To mitigate tension, both companies have been developing artist-focused campaigns of their own -- from YouTube guiding artists to monetization on its Artist Resources page, to Ticketmaster promising to put tickets only into the hands of the most deserving fans through its contested Verified Fan program.
Now, the two behemoths are joining forces to list upcoming concerts on music videos, with the hopes of empowering artists to better manage their business across multiple revenue streams. For now, the new feature is available only to artists of a certain career stature and geographic trajectory: those with official YouTube music videos (many of whom are on Vevo) who have upcoming gigs in the U.S. In a blog post yesterday (Nov. 14), YouTube stated that they will be expanding this feature in the coming months first to all of North America, then globally.
While this marks YouTube’s first ticketing partnership, the video service is far from new to bridging the gap between online and live music experiences. Festivals from Coachella to Global Citizen have hosted live-streams on YouTube for years. Through the Verified Fan campaign for Taylor Swift’s upcoming tour, the singer’s fans could earn higher priority on the waiting list for tickets by watching more of her YouTube videos.