TikTok and Ticketmaster have expanded their partnership to 20 countries after first launching it in the United States in August 2022. Through the partnership, users can discover events and purchase tickets directly in short videos without leaving TikTok.
The feature is now available in the UK, Ireland, Australia, Germany, France, Canada, Mexico, Austria, Belgium, Czech Republic, Denmark, Finland, Italy, Netherlands, New Zealand, Norway, Poland, Switzerland, Spain, and Sweden.
TikTok artists in these countries can now use Ticketmaster’s ticketing feature to promote their live shows and connect with new and existing fans on the platform by adding Ticketmaster’s event links to their videos before posting them.
TikTok said that the cooperation between the two parties has successfully launched ticket sales activities for emerging artists and big-name artists (such as Niall Horan, TheKooks, BurnaBoy, BiancaCosta, GrandCorpsMalade, DJSnake and ShaniaTwain). The company also said that since the beta launch, more than 2.5 billion videos have been viewed using the in-app feature.
Michael Kümmerle, head of global music partnership development at TikTok, said in a statement: "By letting fans buy tickets directly through TikTok, we are giving artists the opportunity to reach ticket buyers in a whole new way and changing the game for live events around the world. As we bring fans closer to the artists and events they love, we want to provide more value to all artists at every stage of their careers and provide more opportunities for our growing fan base."
TikTok isn't the only major platform to partner with Ticketmaster in recent years. The company has partnered with Snapchat to match users with nearby live events, and with YouTube to let users find Ticketmaster events directly on the watch page. Additionally, it has an agreement with Spotify to provide users with personalized activity recommendations.