TikTok Launches First Live Global Music Event: In The Mix – Ticket Sales, Partnerships, and Potential Expansion
TikTok Launches First Live Global Music Event: “In The Mix”
A few months ago, TikTok launched its subscription-only music streaming service to compete with major players Spotify, Apple and Amazon. Now, the company appears to be throwing its hat in the ticketing ring with its latest announcement.
Ticket Sales for “In The Mix” Event
TikTok partnered with ticketing technology company Tickets.com to help with ticket sales for its event. Tickets will be available through TikTok’s new website, TikTokInTheMix.com, with pre-sale starting on October 27 and general sale beginning on November 2. Prices range from $25 to $60.
Previous Ticketing Initiatives by TikTok
TikTok experimented with ticketing capabilities four years ago with a program called “TikTok Tickets,” which was only available in Thailand. It sold tickets for 500 films and concerts. Additionally, TikTok partnered with Ticketmaster last year to introduce an in-app discovery feature for events, allowing users to buy Ticketmaster tickets directly through TikTok.
Potential Expansion of Ticketing Services by TikTok
If TikTok’s “In The Mix” event succeeds with high ticket sales, it begs the question as to whether the company will continue hosting its own events and if it might create a dedicated in-app tickets page, to better compete with Spotify and other music event discovery services. For instance, Apple-owned Shazam also announced today a way to browse and discover concerts in their own area.
About the “In The Mix” Event
The upcoming “In The Mix” event, occurring on December 10, will feature popular artists Cardi B, Niall Horan, Charlie Puth and Anitta, as well as rising talents Isabel LaRosa, Kaliii, LU KALA, and Sam Barber from the TikTok Elevate emerging artist program. The event will also include various activities inspired by trending videos on TikTok’s For You feed. It will be streamed globally via TikTok Live.