Industry veteran David Marcus has vowed to “redefine the ticket-buying experience” after being appointed to run Ticketmaster’s new music division in North America.

Marcus, a former executive at Warner Music Group, becomes executive vice president, head of music, and will report directly to Jared Smith, president, Ticketmaster North America.

The new division will incorporate all music interests including OnTour, the artist services operation; the Venues & Promoters ticketing segment; and TicketWeb, a ticketing platform designed exclusively for the club space.

Ticketmaster said the key leadership role and restructure “signals a sustained focus on bringing products to market developed specifically for the live music industry and artist community”.

“This new division will better position Ticketmaster to leverage our unique assets against the specific needs of the music ecosystem. We’re building a team here that can help an artist and the first set of clubs they play in, and grow with them all the way to theatres, arenas and stadiums,” said Smith.

“We believe David’s successful history of working with artists, fans, and technology gives him the ability to guide our investments to ensure we provide the most comprehensive solutions for all the various players in the live music lifecycle.”

Ticketmaster said the new division is built to comprehensively support the entire range of needs within the music vertical, from iconic clubs to large stadium tours. In addition to ticketing services, the group will also provide pricing, analytics, marketing and identity products and services at every stage.

This will be Marcus’ second period of time at Ticketmaster; he first joined in 2005 and built the company’s artist services division. Under his direction, Ticketmaster developed the first versions of ticketing products artists commonly use today, including Platinum and VIP tickets.

Marcus was most recently chief commercial officer at ScoreBig, overseeing product, marketing, sales and strategic partnerships. He also held leadership roles at Warner Music Group, Warner Brothers Records, and was a founding legal associate of Entertainment and Intellectual Property Group Company.

“I couldn’t be more excited to rejoin Ticketmaster,” said Marcus. “I’ve spent my entire career developing products and businesses that connect fans more closely with the artists they love, and I’m passionate about the opportunity to continue that work here.

“We’re going to redefine the ticket-buying experience in a way that makes it more rewarding to be a fan, helps artists build bigger and more dynamic touring careers, and ensures that our client venues and promoters have cutting edge tools and technology to generate outsized returns on their live events.”