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Spotify Tests Selling Concert Tickets Directly to Fans

The streaming platform has launched a website featuring seven upcoming shows that are "ticketed by Spotify."

Spotify launched a new website featuring seven shows “ticketed by Spotify” on Wednesday (August 10).

The launch was first reported by MusicAlly. Artists who are making pre-sale tickets available through Spotify’s site include Tokimonsta, Annie DiRusso, Crows, Dirty Honey, Four Years Strong, Limbeck, and Osees. Five of the seven shows are set for October, while one takes place in September and another in December.

“At Spotify, we routinely test new products and ideas to improve our user experience,” a spokesperson for the streaming service said in a statement. “Some of those end up paving the path for our broader user experience and others serve only as important learnings. Tickets.spotify.com is our latest test.”

The streaming platform’s new site follows the company’s announcement in June that it would be adding features to make it easier for listeners to find artists’ upcoming tour dates in the Spotify app. Spotify worked with several notable live events companies, including Ticketmaster, AXS, DICE, See Tickets and Eventbrite, among others, on its new Live Events Feed.

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The new features allow listeners to see an act’s upcoming shows in the app as they stream. “We hope to make concert discovery much easier and more seamless for fans, making them aware of relevant shows right when they are at their most engaged,” René Volker, Spotify’s senior director of live events, said in a blog post about the company’s initiative at the time.

In addition, Spotify rolled out “a new messaging tool to provide fans with personalized recommendations for upcoming live events based on their listening habits.” A representative for the platform confirmed to Billboard in June that Spotify will receive an affiliate commission on its show recommendations.

“Our goal is to ensure that fans are aware of all of the upcoming events by the creators they love and the creators they may come to love,” Volker wrote. “We believe if we get that right, then we can get more fans to more shows and help artists and venues have better-filled rooms.”

Spotify is not the only platform joining forces with live-events companies. TikTok recently announced a partnership with Ticketmaster that allows select creators to add ticket links to videos. “This partnership brings together the world’s largest ticket marketplace and TikTok’s more than 1 billion monthly active users,” a Ticketmaster spokesperson said in a statement. “… Ticketmaster wants to meet fans where they are and, right now, so many of them are on TikTok.”