Live Nation Goes Into Ticketing

Live Nation will create its own ticketing service beginning Jan. 1, 2009 to replace its deals with Ticketmaster.
The live entertainment promoter has entered into a long-term agreement with German ticketing company CTS Eventim. Live Nation will license the Eventim platform in North America, and Eventim will provide back office ticketing services in the U.K. and ticketing services across Europe.
"Live Nation will use its most important asset, the concert ticket, to build artist careers and customer relationships, forge innovative sponsorship deals, create a fan and artist friendly secondary ticketing platform and provide a ticketing alternative for third-party venues," Live Nation president and CEO Michael Rapino said in a statement.
Live Nation was bullish on the decision as they termed it "limited investment." The key, and Rapino has repeated this often, is to control customer data, increase the amount of interaction with concert-goers and to capitalize on expanded distribution channels and sponsorship opportunities.