U.K.-based secondary ticketing agency Viagogo has extended its reach in the live music business via a ground-breaking deal with Live Nation-owned Dutch promoter Mojo Concerts.

Currently, Viagogo enables fans who want to sell tickets for sold-out events they cannot use to do so via its U.K. and German Web sites. But the music concert tickets on sale have been mostly limited to authorized tickets being auctioned for charity.

The deal with Mojo Concerts/Live Nation involves the launch of a co-branded Web site livenationnl.viagogo.com, linked to Viagogo's own site viagogo.co.uk. Music fans in any European country seeking to attend Live Nation concerts in the Netherlands can buy tickets through the new Web site.

Until now, concert promoters have largely publicly condemned online secondary-ticketing agents as scalpers by any other name (Billboard, Sept. 29, 2007).

However, Mojo Concerts' chief marketing officer Roberto Traxel, Mojo Concerts' chief marketing officer, said in a statement: "It is clear that fans want a convenient, safe and secure way to purchase tickets on the secondary market. Viagogo is a market leader in secondary ticketing and with their infrastructure we are confident that we will successfully deliver a much needed service to fans throughout the Netherlands."

Viagogo CEO Eric Baker tells Billboard.biz: "We guarantee every transaction; we hold on to the cash paid by the buyer until everything goes ahead without a hitch."

And as the secondary tickets would have originally been bought via Dutch primary ticket agents approved by Live Nation and Mojo, Live Nation is able to invalidate each ticket's unique number and allocate a new one, to ensure that illegitimate holders cannot abuse the system. "This way, we can get rid of the touts [scalpers] and clean up the market," Baker adds.

Viagogo charges the secondary-ticket seller a commission and the buyer a processing fee. Baker declines to give details of any revenue split with the promoter from operating the site, but says "there's revenue that is created also to cover Mojo's costs."

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