Ticketmaster, Seated Announce Partnership

Ticketmaster and Seated have announced a new partnership that turns artists’ waitlists into a channel for ticket distribution.

Seated’s technology powers artists’ official waitlists to identify and connect with fans by capturing ticket demand and enabling outreach, typically during presale periods. The new integration will enable Ticketmaster to fulfill tickets directly, distributed by promoters and artists through the waitlists. Fans are validated using Seated’s technology and tickets are fulfilled using Ticketmaster’s distribution infrastructure.

This allows fans to be verified before receiving offers.

The partnership was announced Monday at Ticketmaster’s pre-Pollstar Live! event.

The technology will work like this: Artists who use Seated’s tour widget can activate a Seated waitlist module for any sold out show. Fans then sign up, verify their identity and can choose to either receive an alert when tickets are available or enable an AutoBuy feature. If and when additional tickets are released, fans are invited in order of signup to purchase and the tickets are fulfilled by Ticketmaster.

The integration will be available in the U.S. and Canada.

“This is a natural extension of how artists are already using Seated to connect with fans. Through the Ticketmaster integration, promoters with late ticket releases can leverage Seated’s identity signals to get those tickets directly to fans, not scalpers” said Ticketmaster EVP of Music David Marcus. “Seated has built a powerful way to understand fan demand through its waitlist, and by pairing that with Ticketmaster’s distribution, we’re enabling a more direct, identity-based path to get tickets into the hands of fans.”

“Thousands of artists already trust Seated as the identity layer for their presale registrations and sold out waitlists,” said Seated Co-Founder and CEO David McKay. “This partnership with Ticketmaster takes it to the next level by helping even more tickets reach real fans instead of scalpers.”