Warner Music Group Corp. has signed a deal with ticket reseller Viagogo as the two groups look to benefit from the strong demand for live music.
Viagogo, which already has ticketing deals with soccer clubs Bayern Munich, Manchester United and Chelsea, said under the deal fans could buy tickets that were being resold through Viagogo and receive additional downloads or videos.
"This is a safe way to secure resold tickets," Viagogo Chief Executive Eric Baker told Reuters in an interview.
"Before you would have had to go to a tout on a street corner or take your chances on an auction site."
The music industry has struggled in recent years due to Internet piracy and falling CD sales which have not yet been offset by the growth of digital music. But the popularity of live music and concerts has remained strong.
Under the new deal, fans of Warner artists such as Madonna will be able to buy tickets that are being resold through the Viagogo Web site. In addition, the fans will have the option to get additional free digital content such as downloads, ringtones and videos.
A limited number of tickets for showcase events -- small concerts traditionally held for the industry and media -- or ticket auctions for charity, could also be made available.
"These new partnerships introduce a revolutionary way for us to work with the music industry and they show how we can embrace it for the benefit of fans, artists and record labels alike," Baker said.
Viagogo facilitates and guarantees the exchange between someone who wants to sell and someone who wants to buy live event tickets and in return, it takes a commission which is a percentage of each exchange.
The partnership will launch initially in Britain and Germany this summer and Baker said he expected to announce further details within the music industry soon.
Viagogo is seeking to build a European rival to U.S. sports and concert ticket reseller StubHub. Baker co-founded StubHub which earlier this year agreed to be acquired by online action leader eBay Inc. for about $310 million.