TikTok Expands Its Ticketing Features in Global Deal with AXS

TikTok has partnered with global concert ticketing agency AXS to help music lovers discover and buy tickets to live events in-app. The new feature, which is going live in the U.S., UK, Sweden and Australia, with more markets to follow, allows any TikTok “Certified Artist” to promote and sell tickets on the platform through AXS. The enhancement is designed to help TikTok artists “expand their audiences globally and build their careers, simply by allowing them to add their AXS event links to their videos before publishing,” according to TikTok. Since 2022, the short-form video platform has been in a venture with Ticketmaster.

“Under the agreement with AXS, TikTok becomes an official discovery partner in the AXS Anywhere program, alongside the likes of Spotify and Bandsintown,” writes Variety, explaining that “AXS Anywhere lets venues, artists and other partners generate sales through targeted ticket offers and experiences.”

In order to leverage AXS in-app ticketing via TikTok, eligible artists and partners will just add a link to their AXS event to videos prior to posting.

Music has become important for TikTok as a company as well as for users. In late November the company released a “Music Impact Report” that indicated 75 percent of users “discover new artists on the platform, and a large portion hear songs they wouldn’t have anywhere else.” In December the platform added artist accounts to boost streaming.

In a newsroom post this week, TikTok global music partnership development lead Michael Kümmerle emphasized the AXS partnership as “connecting millions of users with legendary artists, venues, and festivals” and enabling “artists to promote their live dates and reach their audience in a whole new way.”

“AXS works with several major music artists including Foo Fighters, Heart, Kenny Chesney, and Judas Priest, festivals like the Breakaway Music Festival,” and also some sporting events, writes ZDNet, noting “for now, it appears that in-app ticket purchases are limited to concerts and music festivals.”

Variety points out that “TikTok’s pact with AXS comes amid uncertainty about the app’s future availability in the U.S.” following last month’s House of Representatives passage “by a wide margin” of a bill that could effectively ban TikTok unless Chinese parent ByteDance sells it, “a scenario experts say is not likely.”

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