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While Spotify, Apple Music, and similar audio-streaming services are popular conduits for finding new (and old) music, YouTube is often the first port of call for those seeking a little visual stimulation to go with their tunes.

YouTube, it is fair to say, is a major destination for music fans around the world, and as such the Google-owned giant will now help promote live gigs related to artists’ videos posted on its platform.

Starting from today, YouTube will surface U.S. tour dates for “hundreds of artists” directly below their videos. As the video streams, users can tap “view upcoming shows” and scroll through all the artists’ scheduled live performances. If fans want to buy a ticket, however, they will be whisked off to Ticketmaster’s website to complete the purchase.

Above: YouTube: Ticketmaster

This tie-up makes a huge amount of sense, and it’s far slicker than the current setup, which involves artists having to manually post a link to their ticket page in the notes below a video.

Those outside the U.S. won’t see the live show information, though they may still see a link to live shows if the artists have included one in their video notes. The feature appears to be live in both the YouTube mobile app and on the web-based version.

Above: YouTube: Live shows (web version)

It’s worth stressing here that this doesn’t mean tickets will be available next to any music-related video on YouTube — those grainy fan-shot clips won’t be used to sell tickets to the next gig on a tour. This new feature will only be available for an artist’s official music video.

“At YouTube, we understand the importance of helping artists find ways to build deeper connections with their fans — the ones who not only watch and listen to videos but are also willing to pay to see live performances,” YouTube noted in a blog post. “And, with live concerts becoming a bigger driver of revenue for artists, we want to help artists reach those fans, keep them updated about upcoming shows, and sell more tickets.”

This new feature is only available to artists with upcoming gigs in the U.S., though there are plans to expand it internationally.


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