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Buying concert tickets just got slightly easier.
YouTube announced this week that it’s rolling out a new integration with Ticketmaster. The partnership allows users to purchase concert tickets underneath the artist’s music videos on YouTube via desktop, web, and mobile app experiences.
The user experience is pretty straightforward: A new widget beneath the official music videos of certain performers will display upcoming tour dates, with the closest show to your personal location featured prominently. The next few upcoming tour dates are listed by default as well, and a “tickets” button next to each date allows users to navigate to the official Ticketmaster event for a given show.
The idea is that if you like an artist enough to stream their video, you might like them enough to check them out IRL. Music videos are consistently among the most popular content on YouTube, which boasts more than 1.5 billion monthly visitors.
For now, the feature is only live with artists who have Ticketmaster shows in North America, but the plan is reportedly to expand the feature in the U.S. and globally going forward. The company also hinted this is the first of other planned features focused on artist-to-fan connections, though no other details were provided in the statement.
Christine Friar is a writer and editor in New York who focuses on streaming entertainment and internet culture. Her work has appeared in the Awl, the Fader, New York Magazine, Paper Magazine, Vogue, Elle, and more.