Putting live music back on the map: Ticketmaster first to use Snapchat's Map Layers tech to boost gig sales

News 16 Feb 2022 - 3 min read

Putting live music back on the map: Ticketmaster first to use Snapchat's Map Layers tech to boost gig sales

By Sam Buckingham-Jones - Deputy Editor

“Working with Snap enables us to deeply engage a new generation of event goers," Ticketmaster's Dan Armstrong says.

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Tags: Snapchat

Snapchat aims to integrate brands into maps and in a bid to boost growth after massive Covid disruption, Ticketmaster is the first one to try it out. Live music and events will pop up for users that add the company’s new Snap Map layer.

What you need to know:

Ticketmaster has partnered with Snapchat to use its new 'Layers' technology, which adds a layer to a map.
The tech highlights nearby events, games, and music for Snapchat users based on their preferences.

Ticketmaster is the first brand to try Snapchat's new Map Layer feature, adding a live music and events filter to a user's map that promotes nearby gigs and shows.

It’s a new form of partnership, said Snapchat, where users can select their music tastes and the platform will suggest upcoming shows. They can then swipe right or left and see if their friends have matched with the same shows.

The platform claims it reaches 90 per cent of 13–24-year-olds and 75 per cent of 13–34-year-olds.

“Live events are inherently social and with this partnership we are able to incorporate social connectivity from the very beginning of event discovery to purchase through the experience at the show or game,” said Dan Armstrong, EVP of Distributed Commerce at Ticketmaster.

“Working with Snap enables us to deeply engage a new generation of event goers. Discovering a cool show on your Snap Map, and sharing it with your friends via the Ticketmatcher Mini, provides a whole new way for us to help artists, teams and venues connect with this important demographic.”

Clicking on the event means Snapchat users will be directed to Ticketmaster’s website to checkout.