Ticketmaster has announced a tie-up with Shazam and launched a ‘Music Finds You’ ad campaign featuring NIKI, Meghan Trainor, and the Peach Tree Rascals (pictured). Photo Credit: Ticketmaster
Ticketmaster has officially inked an integration tie-up with Shazam and launched a discoverability-focused ad campaign featuring Meghan Trainor and others.
The Live Nation subsidiary disclosed this latest integration in a brief release, emphasizing off the bat its existing presence on Snapchat (that deal was inked in May of 2021 and bolstered in May of 2024) and TikTok (the union was expanded late last year).
Plugging upcoming concerts directly in the appropriate apps, the partnerships are presumably driving discovery results given the sizable userbases at hand – especially when it comes to connecting casual fans with live events.
Running with that idea, there’s a clear-cut promotional upside associated with informing fans of forthcoming shows when they’re identifying the relevant artists’ music via Shazam. While time will reveal the exact commercial results of that upside, the feature is already live.
Not stopping there, Ticketmaster has rolled out a “Music Finds You” campaign as well, enlisting Meghan Trainor, NIKI, and the Peach Tree Rascals to demonstrate “how easy it is to find Ticketmaster events using Shazam, TikTok and Snapchat.”
(Spotify also displays concert tickets from platforms including Ticketmaster, which opted against reiterating as much in the formal announcement of its pact with Apple-owned Shazam.)
Each mentioned artist’s Ticketmaster spot runs 30 seconds, with Trainor touting the perks of the Shazam integration, NIKI pointing to Ticketmaster shows’ discoverability on TikTok, and the Peach Tree Rascals exploring the usefulness of the “Snap Map” when it comes to live music.
Regarding the broader significance of today’s news for Ticketmaster, the Shazam agreement and the discoverability-focused ad campaign are generating relatively positive headlines following a torrent of negative publicity.
That refers in part to a far-from-ideal Ticketmaster data breach and hackers’ ongoing ransom demands (besides threats to leak sensitive customer data).
Meanwhile, the DOJ is suing to separate Ticketmaster and Live Nation, which reportedly benefited from a $5.4 million subsidy for two Coldplay concerts in Australia amid struggles throughout the wider live-entertainment sector.
Notwithstanding those well-documented struggles, some are proving immune to the downturn; Tate McRae just recently kicked off the sold-out North American leg of her tour. And in many instances, what’s good for high-profile acts is also good for Ticketmaster and Live Nation, which continues to bank on turning in a record 2024.
