Ticketmaster Teams Up With SoundCloud In Event Promotion, Discovery Effort

In a new partnership, SoundCloud is integrating with Universe — Ticketmaster’s self-serve ticketing and marketing platform — to allow users to promote events and sell tickets directly through the popular streaming platform.

Artist Pro users will be able to use Universe — a comprehensive suite of tools that combines event management, ticketing, promotion and marketing — within the SoundCloud platform. The partnership creates a “holistic platform where artists can share their shows, connect with fans, and drive ticket sales with the help of Ticketmaster and Universe” and fans “can now discover and buy tickets with just a few clicks to their favorite artists’ shows directly on the platform through Ticketmaster and Universe—right where they’re already engaging with the music,” according to a press release.

“At Ticketmaster, we’re passionate about helping artists reach more fans by meeting them where they are. It’s why we’re thrilled to partner with SoundCloud to provide event management, discovery, and promotional support on SoundCloud, powered by Ticketmaster and Universe,” Michael Chua, VP – Global Business Development & Strategic Partnerships at Ticketmaster, said in a release. “SoundCloud is a leader in lowering barriers to entry for music creators – now, Ticketmaster and Universe will enhance that mission by giving artists more control over their live events across more fan touchpoints.”

Artists will be able to create and manage events — and ticket sales — directly through the platform, simplifying the process rather than relying on third-party software, thus giving fans the chance to purchase tickets directly in the app.