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Pandora buys Ticketfly to grab a foothold in live music

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US music-streaming service Pandora has moved into the live music industry with the purchase of a Ticketmaster-rivaling start-up.

The custom radio platform has splashed out a whopping $450m for Ticketfly, in a deal that will allow listeners to grab tickets to see their favourite artists live.

Pandora says its new acquisition will solve the problem of event discovery, by connecting its 80m active monthly users to events based on their listening preferences.

The company believes it will be able to help more artists to sell out more shows by connecting them with their audience.

“This is a game-changer for Pandora and, much more importantly, a game-changer for music,” said Brian McAndrews, chief executive officer at Pandora.

“Over the past 10 years, we've amassed the largest, most engaged audience in streaming music history. With Ticketfly, we'll thrill music lovers and lift ticket sales for artists as the most effective marketplace for connecting music makers and fans.”

Ticketfly sells tickets for 1,200 venues and event promoters across the United States and facilitated the sale of 16 million tickets for 90,000 events in 2014.

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The hook up is similar to the integration of the Songkick service within Spotify’s API.

SongKick sends users a notification when artists they’ve listened to are coming to their area. However, SongKick sends users to a third-party ticket site in order to snap up tickets.

Pandora’s purchase will bring that process to a single app, instead of three.

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