Spotify Launches 'Reserved' Program Offering Early Concert Access to US Superfans
Spotify has rolled out "Reserved by Spotify" in the U.S., a new system granting eligible Premium subscribers early access to two concert tickets. Partnering with Live Nation and Ticketmaster, it identifies "top fans" to combat scalping and reward loyal listeners, starting with artist Role Model. This initiative aims to boost app engagement and paid subscriptions, with plans for global expansion.
Key points
- Spotify, the music streaming service, officially launched "Reserved by Spotify" in the U.S. today, June 18, offering eligible users early access to concert tickets.
- The system identifies "top fans" based on in-app engagement and reserves two tickets for Premium subscribers (ages 18+), providing a 24-hour purchase window before general sales.
- "Reserved" operates in partnership with Live Nation for concerts, with Ticketmaster handling sales; artist Role Model is the first to utilize the feature, with fan purchases beginning June 23.
- Spotify collects no transaction fees and aims to combat ticket scalping while incentivizing paid subscriptions and increased app engagement among loyal listeners.
- While addressing fan loyalty, the criteria for determining a "top fan" based on overall engagement has drawn questions from some media outlets regarding its precise definition.
- The company intends to expand the program beyond Live Nation venues and plans for future availability to international users.
Music streaming giant Spotify has officially launched its highly anticipated "Reserved by Spotify" program in the United States, designed to offer its most dedicated listeners exclusive early access to concert tickets. Unveiled today, June 18, the system aims to reward what Spotify defines as "top fans" of specific artists by holding two tour tickets for them before public sales commence.
This initiative targets Premium subscribers aged 18 and older, identifying them as "top fans" based on their comprehensive engagement with artists within the Spotify app. The selected fans will receive notifications via email and in-app alerts, granting them a 24-hour window to purchase their reserved tickets. The program kicks off with singer Role Model as the first partner artist, whose eligible fans can begin securing tickets for his U.S. tour starting June 23. This move represents a strategic partnership with Live Nation for concert venues, with Ticketmaster facilitating all ticket transactions, and Spotify has stated it will not collect any fees on these sales.
The introduction of "Reserved by Spotify" directly addresses the pervasive issue of ticket scalping, where automated bots often buy up tickets immediately upon release, only to resell them at inflated prices. By prioritizing genuine fans, Spotify aims to ensure fairer access to live events. Furthermore, the company views the program as a significant incentive for user engagement and for driving new subscriptions to its Premium service. While the concept of rewarding loyalty is clear, some media outlets have raised questions regarding the exact methodology Spotify employs to define its "top fan" criteria.
Looking ahead, Spotify has expressed intentions to broaden the scope of "Reserved." The company plans to expand its partnerships beyond Live Nation to include smaller venues and to eventually introduce the feature to its international user base, extending this fan-centric ticketing model globally.
Sources
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