YouTube Adds Eventbrite Ticketing to 'On Tour' Listings Under Artist Videos

Fin Costello/Redferns


That impulse to kinda-maybe check out a band after watching their music video will be even easier to act on now with a newly announced partnership between YouTube and ticketing management company Eventbrite.

The area directly below an official artist video already has the capability of surfacing an "On Tour" section, populated with concerts nearest to the user plus links to buy tickets via existing partner Live Nation/Ticketmaster. Now, venues and festival partners of Eventbrite, parent of Ticketfly, are eligible for automatic listings across YouTube desktop and mobile as well.

"We believe that it’s critically important to the future of the music industry for artists to connect with their fans (and reach new ones) online, as well as ensuring there are clubs and venues of all sizes across the country for them to play in," Eventbrite said in a blog post announcing the integration. "We're proud to form partnerships that play a part in bringing artists, fans and promoters together online, and to support  connections built offline through live shows."   

YouTube said that with its Eventbrite and Ticketmaster partnerships, its "On Tour" feature can now cover more than 70 percent of the U.S. ticketing market. The company indicated it will continue to add more venues and artist through future partnerships and hopes to expand beyond the U.S.

"We're excited to further the power of video discovery on Youtube to bring artists and fans together and continue supporting those connections through live shows," the company said.

The integration comes nearly a month after Eventbrite's debut on the New York Stock Exchange under the ticker symbol "EB." The 12-year-old company, led by co-founder and CEO Julia Hartz, is currently trading at $30 per share, down from its high of nearly $38 in late September.

Here's an example of how the integration appears on YouTube: