Spotify is rolling out a new feature aimed at music enthusiasts. On Thursday, the streaming service revealed the introduction of “Reserved by Spotify,” a system that singles out an artist’s dedicated fans, reserving two concert tickets for them ahead of the general ticket sales.
The feature debuts today in the U.S. for Premium members aged 18 and above. Coinciding with his tour announcement, Role Model will be the first artist to utilize this ticket reservation system. Fans will start receiving information about their reserved tickets from June 23, prior to the public release. Spotify stated that it will not charge any fees for these transactions.
Currently, the feature is limited to artists performing at Live Nation venues, with ticket sales managed by Ticketmaster. Spotify intends to expand its partnerships to encompass smaller venues and international audiences over time.
The Reserved initiative is designed to benefit true music fans by countering the issue of scalpers who use automated tools to purchase tickets and resell them at inflated prices.
For Spotify, this system is an effective strategy to boost paid subscriptions and enhance user interaction with its platform. By offering concert tickets to fans who stream their favorite artists, Spotify encourages more frequent app engagement.
Spotify initially detailed its plan to engage superfans in May, explaining that it would analyze streams, shares, and other user activities to identify genuine fans. The company also highlighted its commitment to monitoring user behavior to prevent manipulation of these metrics through bots or AI.
In essence, simply playing an artist’s music on repeat won’t guarantee access to tickets. Spotify will look for normal user engagement activities and, as they put it, “leaving music on in the background won’t give anyone a leg up.”
The Reserved system will also consider a user’s location to verify they’re near the concert venue before offering them tickets.
Once operational, qualified fans will receive a tailored offer on their Spotify Home screen, allowing them to check tour dates, view the Reserved window, and set reminders to purchase tickets. Typically, the reservation window lasts about a day, during which fans can buy two tickets before they become available to the general public.
Spotify acknowledged that the number of superfans often exceeds the seats available, meaning not every fan will have the opportunity to secure tickets every time.
Role Model’s tour, spanning 17 U.S. cities, marks the beginning of what Spotify describes as “a slate” of further artist tours launching this week, although specific names were not disclosed. The Reserved tickets complement other live music initiatives, such as the recently introduced feature allowing artists to upload live performance videos alongside other music videos.
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