Max SteventonSpotify is to reward superfans with early access to event tickets via a new initiative called Reserved.
Reserved will see Spotify offer Premium subscribers, who engage most with artists who have shows planned, the ability to purchase two concert tickets before the official ticket on-sale date.
Spotify head of music Charlie Hellman told Music Business Week that the streaming service has entered into a multi-year agreement with Live Nation to launch the program.
Hellman said, “Obviously, the more tours, the more shows that this touches, the better it is as a benefit for our subscribers, so that’ll be rolling to more and more ticketers, promo over time. Since Live Nation covers so many of the most sought-after tours, it’s a great jumpstart.”
Spotify said it will identify eligible fans using factors including streams, shares, and other activity on the platform. Subscribers selected for Reserved access will receive an email and in-app notification. Eligible users will have a limited purchasing window to buy tickets.
Spotify said offers will vary depending on artist, tour, and geographic location. Users who receive access will be able to choose show dates, locations, and available seating options during checkout. Reserved will launching first in the US, with Spotify planning to bring roll it out to additional markets.
In a statement Spotify said, “This is part of a broader investment Spotify is making in live music across artists at every stage of their careers.
“We work with more than 40 ticketing partners and offer features like Concerts Near You and Venue Search to make it easy to find shows and follow the venues fans love. To date, this work has driven more than $1.5 billion in ticket sales for artists. Reserved builds on that foundation.”