Ticketmaster is a well-known company that provides ticket sales and distribution services for live entertainment events. However, there is often confusion around whether Ticketmaster actually organizes the events themselves. The short answer is no – Ticketmaster does not organize events. Instead, it serves as an intermediary between event organizers and ticket buyers.
In this article, we’ll take a closer look at what Ticketmaster does and does not do when it comes to live events. We’ll examine:
- Ticketmaster’s role as a ticket distributor
- How Ticketmaster works with event organizers and venues
- Other services Ticketmaster provides
- Examples of companies that do organize events
This breakdown will help clarify that while Ticketmaster facilitates ticket sales for events, it does not actually plan or produce the events themselves.
Ticketmaster’s Role as a Ticket Distributor
Ticketmaster’s core business is ticket distribution. Here are some key facts about how Ticketmaster works as a ticket outlet:
Provides platform and technology for ticket sales
Ticketmaster licenses its ticket sales software and technology to event organizers and venues. This platform encompasses the digital infrastructure for ticket inventory, sales, and distribution online, on mobile devices, and at venue box office windows.
Sells tickets on behalf of clients
Ticketmaster sells event tickets directly to consumers through its website, mobile apps, API, and call centers. It sells these tickets on behalf of its venue and organizer clients and takes a commission on sales.
Offers ticket resale through secondary exchanges
In addition to primary ticket sales, Ticketmaster facilitates secondary ticket exchanges which allow fans to resell tickets they can no longer use. This includes Ticketmaster’s own resale site and exchanges run by partners like the NFL Ticket Exchange.
Provides data and analytics
Using its ticketing software, Ticketmaster can provide clients with data-driven insights and analytics about ticket sales, fan engagement, and more.
So in summary, Ticketmaster acts as an intermediary ticket distributor. It provides the technology, sales channels, and data services that help event organizers distribute their tickets.
How Ticketmaster Works with Event Organizers
Ticketmaster partners with a wide variety of event organizers and venues to distribute their tickets. These can include:
- Concert promoters like LiveNation and AEG
- Professional sports teams and leagues
- Theaters and performing arts centers
- Museums and cultural institutions
- Festivals and fairs
- College sports teams and large event venues
The deal usually works like this:
- The event organizer plans the event details like booking talent, securing the venue, arranging promotions, etc.
- Ticketmaster signs a contract to be the exclusive ticketing service provider for the event.
- Ticketmaster handles all or most ticket sales through its platforms.
- Ticketmaster collects the revenue, takes its distribution fee, and passes the remainder to the client.
So while Ticketmaster manages ticket distribution and sales, it is the event organizers who plan, finance, and produce the events. Ticketmaster simply acts as a channel connecting the event producers with ticket buying fans.
Other Services Ticketmaster Provides
In addition to ticket distribution, Ticketmaster offers some other services to support live events:
Event website development
Ticketmaster can build custom websites for specific tours, festivals, and events to help market them and sell merchandise.
Fan-to-fan ticket exchanges
As mentioned above, Ticketmaster facilitates secondary ticket marketplaces that allow fans to resell tickets they can’t use.
Venue management software
Ticketmaster provides technology to help venues manage ticket inventory, sales reporting, fan contacts, and more.
Social media marketing
Ticketmaster can help event organizers reach fans through social media campaigns.
So while these services support events, they are ultimately promotional and technology driven. Ticketmaster does not actually manage or produce events themselves.
Companies That Do Organize Events
To further understand that Ticketmaster is not an event organizer, it helps to look at some examples of companies that do plan and run live experiences:
Live Nation Entertainment
Live Nation plans, promotes, and produces over 30,000 concerts, festivals, and events each year. They book the talent, secure venues, arrange sponsorships, oversee production, and more.
AEG Presents
AEG is another huge global promoter that organizes concert tours, festivals like Coachella, and other live events. They handle end-to-end event management.
Feld Entertainment
Feld Entertainments plans and runs major touring shows like Monster Jam, Disney on Ice, and more. They handle every aspect of production.
IMG
IMG is a sports, fashion, and media company that plans major events like New York Fashion Week, Miami Open tennis tournament, and more.
So in contrast to these hands-on event management companies, Ticketmaster focuses solely on ticket distribution and sales.
Conclusion
In summary:
- Ticketmaster provides ticketing services and sales distribution for live events.
- It partners with event organizers and venues to sell tickets on their behalf, charging a distribution fee.
- Ticketmaster itself does not actually plan or produce the live events.
- Promoters like LiveNation and AEG Presents handle the end-to-end event management.
So while Ticketmaster is an invaluable platform for ticket sales, it ultimately acts as a middleman rather than directly organizing and running events. Its core business centers around distribution technology and services to support event producers and promoters.
