Spotify is deepening its push into live event discovery, announcing a partnership with SeatGeek that aims to streamline the process of finding and buying concert tickets. The move comes as the streaming giant continues to evolve its strategy in the live music space, following a period of experimentation with direct ticket sales and a shift towards collaborations with established ticketing platforms. Spotify revealed last month it paid out over $11 billion to the music industry in 2025, and has, to date, “helped artists generate more than $1 billion” in ticket sales, according to Spotify’s Head of Music, Charlie Hellman.
The integration with SeatGeek will allow Spotify users to discover live events for artists they listen to and then seamlessly purchase tickets through the SeatGeek platform. This aims to reduce friction for fans and provide a more contextual experience, connecting music discovery with the opportunity to attend live shows. The partnership leverages “data-driven recommendations with official inventory,” meaning Spotify’s personalized recommendations will be paired with available tickets from SeatGeek.
Spotify’s Evolving Role in Concert Discovery
Spotify’s journey into concert discovery has been marked by several shifts in strategy. Initially, in 2020, the company partnered with Songkick, a concert discovery platform then owned by Warner Music Group, to add virtual event listings during the height of the pandemic. Two years later, Spotify launched a ‘Live Events’ feed, replacing its previous ‘Concert Hub’ feature.
The streaming service then tested direct concert ticket sales through a dedicated ‘Spotify Tickets’ site. However, this experiment proved challenging, leading Spotify to retreat from direct sales in 2024 and instead focus on partnerships with established ticketing companies. That same year, a 13-year partnership with Songkick came to an conclude.
How the SeatGeek Integration Will Work
Through the new partnership, SeatGeek primary events will appear across Spotify via personalized recommendations and notifications based on listener preferences. SeatGeek, headquartered in New York, aims to help partners “better understand fan behavior, improve show rates and make more informed decisions across their business” through SeatGeekIQ, its AI-driven marketplace intelligence engine.
“This integration with Spotify helps remove friction at the moment of discovery,” said Russ D’Souza, co-founder and President of SeatGeek. “So fans can proceed from listening to an artist to choosing great seats in just a few steps. For our partners, it similarly creates a more direct and informed connection to fans as interest turns into attendance.”
Participating venues in the initial rollout include SeatGeek’s 15 major US venue partners, such as State Farm Stadium in Glendale, Arizona, Nissan Stadium in Nashville, Tennessee, and AT&T Stadium in Arlington, Texas.
A ‘Best-in-Class’ Event Discovery Platform
Spotify views the SeatGeek partnership as a significant step towards building a comprehensive event discovery platform. “This partnership with SeatGeek represents a significant step in our mission to build a best-in-class event discovery platform,” said Abbie Riley, Business Development Lead at Spotify. “By connecting our highly engaged audience with official primary tickets from an authorized source, we are creating a more contextual concert discovery experience that helps fans find tickets alongside the music they love.”
Spotify currently aggregates concert listings from over 40 ticketing partners, including Ticketmaster, Eventbrite, AXS, Bandsintown, Japan’s ZAIKO, Skiddle, and Stager. The company’s support pages detail how artists can add concert information to the platform.
The move reflects a broader trend in the music industry towards integrating streaming and live event experiences. As Spotify continues to refine its approach, the goal is to provide a seamless journey for fans, from discovering new music to experiencing it live. The company will likely continue to evaluate and expand its partnerships to enhance its event discovery capabilities.
Spotify has not announced any further planned integrations beyond SeatGeek at this time. Fans can expect to observe the SeatGeek integration rolled out across the Spotify platform in the coming weeks and months.
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