February 21, 2024

Ticketmaster has partnered with TikTok to launch an event discovery and ticketing feature on the popular video app.

Music artists, comedians, sports teams, and event venues can add relevant Ticketmaster event links to their content, making it easy for users to purchase tickets without leaving TikTok.

Eligible creators can display a clickable URL on their video, redirecting fans to pass through an in-app browser. Payments are processed by Ticketmaster within TikTok. Initially open only to select stars—including Demi Lovato, OneRepublic, Usher, Backstreet Boys and WWE—more headliners will gain access to the new feature “over time.” Engadget reported(Opens in a new window).

The partnership aims to reach fans on the platforms they use the most: specifically TikTok. Ticketmaster hopes to enable organizers and creators to reach event visitors in a new way, according to TechCrunch(Opens in a new window).

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Rival Snapchat introduced a similar function(Opens in a new window) in February, inviting people to use the Snap Map Layer to browse and be accepted into Ticketmaster’s catalog of upcoming events. Snapchatters can share their favorite artists and genres and match nearby events by swiping left or right to save personal preferences.

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