Pandora buys Ticketfly, plans to bring artists to the fans
Regardless of what genre of music you like, concerts are a fun way of enjoying the sound first hand. Studio albums are great, but there's something to be said for the live experience. Pandora seems to agree and wants to begin making this connection between fans and artists.
The streaming service has announced the acquisition of Ticketfly, which is one of the leading ticket sellers online. It claims to have booked "over 16 million tickets to more than 90,000 events".
Pandora is joining forces with them in an effort to get its listeners out to see the shows they've been jamming to. "It’s the perfect solution for listeners, artists, promoters and club owners, bringing the power of scale and personalization to bear on the working musician’s most intractable problem".
Pandora founder Tim Westergren relates an anecdote to illustrate that problem, telling how he and his band drove to a show but were told they couldn't play because they hadn't sold enough tickets -- they were only a few short and had traveled 400 miles for nothing.
The service will use its listener base to combine with the ticket service to send targeted messages to people who listen to a particular artist when a show comes around in their area.
"For listeners this is going to mean a personalized flow of local shows they love, with simple ticketing and no obscene fees. And for artists, it means a huge step towards sustainability. Revenue from live music is the lifeblood of most performers, typically representing 80 percent of their earnings. We can materially increase that revenue, and just as importantly, put an end to demoralizing shows to half-empty rooms", Westergren concludes.