Spotify Unveils ‘Reserved’ to Help Superfans Get Concert Tickets

Spotify has launched Reserved, an initiative designed to make it easier for superfans to access concert tickets for their favorite artists. Reserved is available to Premium Subscribers in the US who are over the age of 18, with more markets to follow.

Why it matters:

• Reserved aims to put tickets in the hands of real fans, not scalpers.

How it works:

• Starting this summer, newly announced tours for select artists will be able to allocate tickets to superfans through Reserved.

• Spotify will identify an artist’s most dedicated fans based on factors like streams, saves, shares, and listening frequency, and hold two tour tickets for them.

• Those eligible for tickets will receive an email and in-app notification. (Spotify says users should turn on notifications for live concerts and events, keep their app updated, and enable location settings for the platform.)

• The fans will have an opportunity to purchase the tickets during a dedicated window, typically around a day.

• As per Music Business Worldwide, the Reserved tickets are dedicated inventory, not just a subset of an existing presale allocation.

The small print:

• Reserved offers are based on the tour’s locations, so those in areas the tour is skipping may not receive an offer.

• Ticket types, seating options and availability will vary by show.

Launch partner:

• Live Nation has been confirmed as the Reserved launch partner in a multi-year agreement.

• Additional ticketing and promoter partnerships will be announced over time.

What they said:

• Charlie Hellman, Head of Music, Spotify (to Music Business Worldwide): “This is one of the most exciting additions that we’ve made to the Premium offering. On Spotify now, your fandom will actually be rewarded in such a distinct way, without added fees. There’s no strings attached. It’s just that if you’re showing up for the artists and you’re being a great fan, that this is the way it should work, and you should be able to be early to get tickets to the show.”