Ticketmaster and TikTok partner to offer a new way to discover and purchase event tickets

Ticketmaster and TikTok are partnering to launch an in-app feature that lets users discover events and purchase tickets directly through the popular short-form video app.

Ticketmaster's new TikTok tool will also enable creators to search for Ticketmaster events and add those links to their videos - with the link to the event appearing above the caption to the video, thus allowing users to click it to easily purchase tickets.

Initially only available to select creators, the feature will scale to more users over time.

Ticketmaster says it wants to reach fans on the platforms they use the most, which includes TikTok. The Live Nation company also says the partnership will empower event organisers and creators to reach ticket buyers in a new way.

Many artists and events have already signed on to begin using the ticketing mini app, including Demi Lovato, OneRepublic, Usher, Backstreet Boy and WWE.

Ticketmaster’s partnership with TikTok comes five months after it launched a new way for users to discover live entertainment events on Snapchat.

The feature matches users with events they might be interested in based on their preferences. If you find something you’re interested in, you can see if your friends have matched the same event. Once you’ve decided on an event, you’re redirected to Ticketmaster’s website to purchase tickets.

Both partnerships aim to help reach young audiences by taking advantage of the discovery tools on TikTok and Snapchat.