SoundCloud, a leading music streaming platform, has announced a significant partnership with entertainment company Live Nation, allowing artists to seamlessly integrate event ticketing into their profiles. This collaboration enables artists on SoundCloud's top-tier Pro plan to list Ticketmaster and Universe events on their profile pages, providing a more comprehensive and engaging experience for fans.

The new partnership is designed to create more promotion opportunities for artists, with SoundCloud and Ticketmaster set to launch a new promotion program in the future. Although details of the program are scarce, it's clear that SoundCloud is committed to empowering artists with more control over their event promotion and ticket sales.

Artists with SoundCloud's Pro plan will be able to utilize the self-serve ticketing platform Universe to list their events on their profile pages without leaving the SoundCloud ecosystem. This integration allows artists to add or modify events on their page, depending on what events they want to promote. SoundCloud will pull the artist's event data from various ticket platforms, including Ticketmaster and Dice, and then enable artists to choose what events to display on their page. Additionally, artists can manually add links to other ticketing platforms, providing maximum flexibility and control.

The platform will also promote these events through a concert discovery widget on the SoundCloud home page, powered by Ticketmaster data. Users can sort through these events by city, time, and genre, making it easier for fans to discover and attend live events. Notably, SoundCloud will take a 1% cut from any affiliate ticket sales made through Ticketmaster links on its platform, generating a new revenue stream for the company.

This development marks a significant expansion of SoundCloud's event display and ticket selling capabilities. Previously, the audio streaming service had an integration with the music community platform Resident Advisor, but it was limited to displaying three of an artist's latest events without customization features. The new partnership with Live Nation and Ticketmaster represents a major step forward in this area.

The move is also part of a broader trend in the music streaming industry, where event display and ticket selling are becoming increasingly important areas of growth. In 2022, Spotify started testing direct ticket sales from its app, and the company is reportedly exploring a $6 per month subscription for super fans, which will give them early access to concert tickets. As the music streaming landscape continues to evolve, it's clear that integrated event ticketing will play a critical role in the future of the industry.

In conclusion, SoundCloud's partnership with Live Nation and Ticketmaster marks a significant milestone in the company's efforts to empower artists and provide a more comprehensive experience for fans. As the music streaming industry continues to shift towards more integrated and immersive experiences, SoundCloud's move is likely to have a lasting impact on the way artists promote and sell tickets to their events.