Pandora is using the power of streaming music, coupled with ticketing data, to connect fans directly with artists — again.
On Monday, the streaming service owned by SiriusXM announced it had formed a new partnership with the world’s largest ticketing company Ticketmaster, more than a year-and-a-half after selling Ticketfly to Eventbrite for $184 million.
“In our ongoing effort to provide a comprehensive and seamless artist marketing experience, Pandora has partnered with Ticketmaster to transform live event promotion,” the company announced on its blog. “We’re thrilled to announce that Ticketmaster events are now integrated into Pandora AMP, allowing artists to create in-stream audio marketing campaigns around specific tour dates.”
The integration is similar to a partnership Pandora announced with Eventbrite in 2018, a year after selling Eventbrite the company it had purchased in 2015 for $450 million in cash and stock that was later reduced to $335 million. That partnership also sought to “transform live event promotion” and help allow promoters on Eventbrite to market live events on the streaming app.
Pandora annouced it was selling Ticketfly to Eventbrite in mid-2017, offloading the company in preparation for a $3.5 billion acquistion by SiriusXM. Liberty Media owns a 64 percent stake in SiriusXM and a 34 percent stake in Live Nation (which owns Ticketmaster), making a partnership between Pandora and Ticketmaster seem like an inevitablilty.
Pandora officials plan to pull touring data in real-time from Ticketmaster’s API, and “allow artists to communicate with their fans about live events easier than ever before,” adding, “fans will now be notified of upcoming show announces and on-sale ticket alerts based on their location and listener history.”
Ticketfly and Eventbrite’s previous integration basically did that too, but a partnership with Ticketmaster opens up Pandora to shows from the world’s biggest concert promoter, which produces concerts for many of the most streamed artists on the platform. Ticketmaster hopes the integration also drives ticket sales for developing artists playing Live Nation’s theaters and clubs.
“If you’re an up and coming country music singer, fans who come across your music on Pandora will know when you’re in their town through targeted notifications In-Stream, in their Listener Activity Feed, and on your Artist Profile Page,” Ticketmaster’s blog reads. “Additionally, Ticketmaster is now integrated in Pandora AMP’s ‘Promote Show’ tool, which allows artists to create in-stream audio marketing campaigns around specific tour dates.”