Music streamer SoundCloud announced a partnership with Ticketmaster and Universe, owned by Live Nation Entertainment, to let artists list events on their profiles in a customized way.
The company said it would create more promotion opportunities for artists in the future in partnership with Ticketmaster through a new promotion program but didn’t give any more details.
Artists with SoundCloud’s top-tier Pro plan will be able to use the self-serve ticketing platform Universe to list their events on their profile pages without leaving SoundCloud. They will be able to add or modify events on their page depending on what events they want to promote.
SoundCloud will pull the artist’s event data from different ticket platforms, like Ticketmaster and Dice.
After that, artists can choose what events to display on their page. Artists can also choose to manually add links to other ticketing platforms.
The platform said that it will promote these events through a concert discovery widget on the SoundCloud home page, which will be powered by Ticketmaster data. Users can sort through these events by city, time, and genre. SoundCloud takes a cut from any affiliate ticket sales made through Ticketmaster links on its platform.
Before this, the audio streaming service had an integration with the music community platform Resident Advisor for three of the artists’ latest events. However, there were no customization features.
Join 10k+ tech and VC leaders for growth and connections at Disrupt 2025
Netflix, Box, a16z, ElevenLabs, Wayve, Hugging Face, Elad Gil, Vinod Khosla — just some of the 250+ heavy hitters leading 200+ sessions designed to deliver the insights that fuel startup growth and sharpen your edge. Don’t miss the 20th anniversary of TechCrunch, and a chance to learn from the top voices in tech. Grab your ticket before doors open to save up to $444.
Join 10k+ tech and VC leaders for growth and connections at Disrupt 2025
Netflix, Box, a16z, ElevenLabs, Wayve, Hugging Face, Elad Gil, Vinod Khosla — just some of the 250+ heavy hitters leading 200+ sessions designed to deliver the insights that fuel startup growth and sharpen your edge. Don’t miss a chance to learn from the top voices in tech. Grab your ticket before doors open to save up to $444.
Event display and ticket selling are becoming an important area of growth for music streaming platforms. In 2022, Spotify started testing direct ticket sales from its app. The company is also exploring a $6 per month subscription for super fans, which will give them early access to concert tickets, according to a report from Bloomberg.
The story has been updated to reflect SoundCloud takes an unspecified cut from Ticketmaster.
