Mojo Goes Gogo

Live Nation international music chief Alan Ridgeway says the company will see how it goes in Holland before committing to rolling out secondary ticketing deals with Viagogo throughout Europe.

Mojo Concerts, LN’s Dutch promoting wing, has launched an online secondary ticketing business with the company set up just more than a year ago by StubHub co-founder Eric Baker.

Ridgeway referred to Michael Rapino’s speech at a Goldman Sachs conference in New York a few weeks ago, in which the Live Nation chief made it pretty clear about the company wanting to get into the secondary ticketing market, but Ridgeway gave Pollstar no indication that similar deals are imminent in the global giant’s other European territories.

Although Baker looks keen to push forward, hoping "to see lots more" similar deals and saying the Netherlands launch is because "you have to start somewhere," Live Nation has various ticketing arrangements spread across Europe.

Holland looks easiest to sort out as the company recently opened its Web site into the territory.

The co-branded site, which is called Live Nation Ticket Trade and is powered by Viagogo, provides Dutch fans with a way to buy and resell concert tickets securely and with transactions guaranteed.

"It is clear that fans want a convenient, safe and secure way to purchase tickets on the secondary market," said Mojo chief marketing office Roberto Traxel. "This partnership with Viagogo ensures that music fans can confidently purchase tickets for our events in the Netherlands through Live Nation Ticket Trade that are 100 percent guaranteed to be valid."