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Pandora signs Ticketmaster deal

SiriusXM-owned Pandora has entered into a partnership with Ticketmaster, just 18 months after selling Ticketfly to Eventbrite for $184m (€164m/£141m).

The music streaming service will pull touring data in real time from Ticketmaster’s API to “allow artists to communicate with their fans about live events easier than ever before,” adding, “fans will now be notified of upcoming show announces and on-sale ticket alerts based on their location and listener history.”

The move is reminiscent of the Eventbrite deal it forged in 2018, having sold the same firm Ticketfly a year prior. The Pandora-Eventbrite partnership was also looking to “transform live event promotion” and give promoters on Eventbrite the opportunity to market live events on the app.

“In our ongoing effort to provide a comprehensive and seamless artist marketing experience, Pandora has partnered with Ticketmaster to transform live event promotion,” Pandora announced on its blog. “We’re thrilled to announce that Ticketmaster events are now integrated into Pandora AMP, allowing artists to create in-stream audio marketing campaigns around specific tour dates.”

The streaming firm revealed it was selling Ticketfly to Eventbrite in 2017, prior to its $3.5bn acquisition by SiriusXM.

Liberty Media owns a majority stake in SiriusCM and a 34 per cent stake in Ticketmaster owner Live Nation, indicating that yesterday’s agreement was always on the cards.

Ticketmaster’s blog reads: “If you’re an up and coming country music singer, fans who come across your music on Pandora will know when you’re in their town through targeted notifications In-Stream, in their Listener Activity Feed, and on your Artist Profile Page.

“Additionally, Ticketmaster is now integrated in Pandora AMP’s ‘Promote Show’ tool, which allows artists to create in-stream audio marketing campaigns around specific tour dates.”

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