Australian musicians on TikTok can now sell tickets for their Ticketmaster shows directly to their fans in the app.
The new TikTok feature allows them to have their upcoming events discovered both in Australia and globally by embedding in-app ticket links to their videos.
The deal, announced on December 4, was struck by TikTok and Ticketmaster to cover 21 new countries.
It is part of Ticketmaster’s strategy to find ways to reach younger users and get them interested in events they may have not known about.
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Alliance Launched
The TikTok/Ticketmaster alliance was launched successfully in the United States on beta last year, and used by established and emerging artists, comedians and sports teams, including Niall Horan, The Kooks, Burna Boy, Demi Lovato, OneRepublic, Usher, Backstreet Boys, WWE and Shania Twain.
So far, the partnership has seen successful ticketing campaigns for 75,000 established and emerging acts, including Niall Horan, The Kooks, Burna Boy, DJ Snake and Shania Twain.
It is also used by comedians, sports teams and event promoters, generating over 2.5 billion views so far of videos utilizing the in-app features.
In Australia, TikTok has 8.5 million users and seventh most-used social media platform.
Local musicians with a strong presence on the app include Mia Rodriguez (over 2 million followers), Peach PRC (1.9 million) and Jaycee (1.3 million).
In 2015, Ticketmaster revealed it had 2.3 million visits a month to its website in Australia, and 15 million monthly page views.
“Exciting Moment”
“This is an exciting moment for the millions of passionate music fans in the TikTok community,” declared Michael Kümmerle, head of Global Music Partnership Development at TikTok.
“By enabling fans to buy tickets directly through TikTok, we’re giving artists the opportunity to reach ticket buyers in a whole new way and change the game for live events around the world.
“As we bring fans closer to the artists and events they love, we hope to deliver further value to all artists throughout all stages of their careers and provide more opportunities for a growing fanbase.”
Added Michael Chua, vice president of Global Business Development & Strategic Partnerships for Ticketmaster, added: “Today’s music lives on a global stage and the demand for ‘live’ has never been greater.
“Through our partnership, TikTok and Ticketmaster are empowering artists to easily connect their content to event discovery and ticket purchase in-app making it easier than ever for fans around the world to experience their favourite artists live.”
Aside from Australia, the new partnership is found for the first time in the UK, New Zealand, Ireland, Germany, France, Canada, Mexico, Austria, Belgium, Czech Republic, Denmark, Finland, Italy, Netherlands, Norway, Poland, Switzerland, Spain and Sweden.
Other Deals
TikTok isn’t the only major platform to partner with Ticketmaster in recent years.
A deal with Snapchat matches users to live events near them, based on their preferences. They can also see if their friends have matched the same event, and invite them.
Snapchat has 8 million Australian users (reaching 80% of 13-24 year olds and 75% of 13-34 year olds) and 406 million daily users around the world.
A partnership with YouTube lets users find Ticketmaster events directly on the watch page, and one with Spotify provides personalised event recommendations to users.
Read the full press release here.
