Spotify will start reserving concert tickets for fans

Spotify will begin reserving concert tickets for dedicated fans starting this summer in the U.S., the company announced during its investor day. The feature, called ‘Reserved,’ aims to improve the ticket-buying experience by setting aside tickets for superfans based on their activity on the platform, in partnership with Live Nation.

Spotify’s ‘Reserved’ feature will identify the most dedicated fans of participating artists through their streams, shares, and engagement metrics. Up to two tickets will be held for selected fans, who will have a 24-hour window to purchase them. The program is part of a multiyear partnership with Live Nation, although Spotify did not specify how many tickets will be reserved or which artists will participate.

The initiative seeks to address widespread frustrations with the current ticketing process, which often involves hours-long queues and unpredictable outcomes. Spotify emphasized that not all superfans will receive offers, as demand for tickets typically exceeds supply.

Why It Matters

This development could significantly alter how concert tickets are distributed, potentially reducing scalping and ticketing chaos by rewarding genuine fans. It also marks a strategic move by Spotify to deepen its engagement with music fans and artists, leveraging its data and user activity to create a more equitable ticketing process. The success of this program could influence industry standards and ticketing practices across the live music sector.

Background

Spotify has been expanding its platform features beyond music streaming, including new tools for creators and licensing agreements, such as the recent deal with UMG for AI-generated covers. The company has also been exploring ways to strengthen its connection with superfans, who are crucial for artist loyalty and revenue. The ‘Reserved’ feature builds on this strategy, aiming to connect fans more directly with live performances.

“Getting concert tickets today can feel like a race you’re set up to lose. We think there’s a better way.”

— Spotify spokesperson

“Starting in the U.S., select artists will be able to use Reserved to set aside tickets for their most dedicated fans.”

— Spotify during investor day

What Remains Unclear

It remains unclear which artists will participate initially, how many tickets will be reserved per artist, and how exactly the selection process will be implemented at scale. Details about the user activity metrics used to identify superfans are also still emerging.

What’s Next

Spotify plans to roll out ‘Reserved’ in the U.S. this summer, with further details on participating artists and ticket quantities to follow. Monitoring how the feature performs and how fans and artists respond will be key in assessing its impact.

Key Questions

How will Spotify identify superfans eligible for reserved tickets?

Spotify will use streams, shares, and other engagement metrics to determine fans’ dedication levels, although specific criteria have not been detailed publicly.

Will all artists participate in the ‘Reserved’ program?

No. Spotify has not confirmed which artists will initially participate, and the program will be selective based on agreements with artists and labels.

Can fans buy tickets through this system if they are not selected?

Yes. The ‘Reserved’ feature only sets aside tickets for superfans; general ticket sales will continue through traditional channels.

How many tickets will be reserved for fans?

Spotify has stated up to two tickets may be reserved per fan, but the total number of reserved tickets per artist is not yet specified.

Will this reduce ticket scalping and bots?

Potentially. By reserving tickets for verified superfans, Spotify aims to make the process fairer, but the actual impact remains to be seen.

Source: Hacker News