Ticketmaster has launched a new global livestream ticketing service after seeing huge sales for virtual campaigns including Niall Horan and Dua Lipa in 2020.

Ticketmaster Livestream allows artists to sell tickets or accept donations for their virtual events directly on their website.

The platform is also agnostic, allowing it to plug into any streaming platform an artist chooses.

The Live Nation-owned company’s US Music and International Artist Services teams have come together to form a new Global Music Team to help launch the service.

David Marcus, now executive vice-president of Global Music, will head up the Global Music Team working with senior vice-president of Artist Services Sam Isles.

Marcus said: “The live experience is the ultimate moment of connection between an artist and fan, and it’s our job to power these moments. Now with this expansion, our offering is a global one-stop-shop run by a global team with local expertise. Our mission is to work with artists to make it as easy as possible for fans to experience the live music they love.”

The move comes after the platform most recently sold over 125,000 tickets to a virtual performance in the UK by Horan, with fans in more than 150 countries tuning in.

Other artists around the globe have experienced similar success recently including RBD, Megan Thee Stallion, Mika and Glass Animals.

“Our technology quickly pivoted to selling streaming tickets at scale, and the acceleration in artists going virtual to engage has been remarkable, so too is the readiness of fans to pay to access their favourite artists in this way,” added Marcus.

“The beauty of virtual shows is that we’re seeing global viewing – performances in London or LA are selling tickets to fans in New Zealand, Spain or Singapore, it’s revolutionising the way artists can connect. Nothing will replace the live experience, but this represents a new form of entertainment with its own rewards, and it’s definitely something that will remain for years to come.”

Image: Ticketmaster