Ticketmaster confirms global leadership team, evolution plans

Ticketmaster has confirmed its “truly global” executive leadership team with details revealed of the ticketing giant’s plans to evolve to offer a self-service ticketing platform.

Mark Yovich (pictured left), who was previously Ticketmaster’s president of International and, as previously reported, is now the Live Nation-owned company’s president of global business, unveiled his global executive team, stating that “a global Ticketmaster will unify us as a single team.”

He added: “Bringing the International and North American teams together allows us to harness the wealth of knowledge, skill and best practice from across the business, and innovate to build one incredible experience for fans and clients wherever they are in the world.”

In addition, Ticketmaster revealed it aims to grow and scale its distribution capabilities, which it said will involve the unification of inventory sources in a series of global APIs and tools, “enabling the company to tap into best-in-class partnerships worldwide for the benefit of clients and fans.”

Dan Armstrong (pictured right), who has been named as the executive vice-president of distributed commerce, said: “We look forward to continuing our efforts to globalise our technology and increase available inventory sources to unlock new distribution opportunities with strategic partners to simplify the efforts of fans to discover, engage and transact with our content.”

Troy Suda, the global team’s new product officer, added: “Ticketmaster has a powerful set of products that help our clients put on live events, and allow fans to discover, buy and attend events and have memorable experiences. I’m super excited to work together as a global team, harnessing the power of our best-in-class capabilities and building truly platform-agnostic products that can be rolled out across the world.”

Ticketmaster and its parent company, which currently operates in 32 countries, has made international expansion a known priority, with 115 million tickets delivered internationally in 2019.

Yovich confirmed the firm is taking a “deliberate approach to emerge as a truly global Ticketmaster,” amid what he deems the “most critical times our business has faced.”

Amy Howe (pictured centre left), chief operating officer, said: “In my new role, I will continue to oversee the North American business, while working with Global Enterprise Leaders to design/roll out the first truly global self-service ticketing platform in the industry (TM1) and elevating global client development and support processes to position Ticketmaster as the most competitive live event platform.”

Brendan Lynch (pictured centre right), executive vice-president of enterprise & revenue, who is responsible for the company’s enterprise product and services, including TM1, Presence & Safetix as well as premium marketing, LiveAnalytics, and pricing services, added: “What we know of live events will be referred to as ‘how things were before Covid in just a few months. We are experiencing an industry transformation and our enterprise team has the exciting mission of re-imagining client’s business needs and building products and services on a global stage.”

While the new global leadership team is made up primarily of US faces, Yovich assures: “This is also just the beginning, as more names and faces will be added to the team to ensure we have representation from all of our businesses and segments globally.”

In a release for its 2019 full-year earnings published in February 2020, the company said there is “tremendous opportunity for continued growth on a global basis, particularly in the 15 markets where we promote concerts but do not yet have a substantial ticketing operation.”

In February, Ticketmaster made a major international move with the expansion of its business into Asia, via new offices in Singapore and its acquisition of Taiwan’s Tixcraft.

Due to the COVID-19 pandemic, Live Nation’s 2020 financial results for the three months to end of June showed that its global ticketing operation posted negative revenue in the quarter, due to customer refunds.