Move Over, Ticketmaster: There May Be A New Ticketing Behemoth In Town

Now that it’s done putting up all those signs that say “The Fillmore” on venues around the country, concert-promotion behemoth Live Nation is making inroads into the online-ticketing business. Its Web site has started selling “premium” items–closer seats, VIP parking, and deluxe packages–directly to customers, thus cutting out the middlemen:

Live Nation is using its Web site to sell premium seating, VIP parking spaces and VIP Club Access for live music events in all of its amphitheatres across North America. Company is one of the largest clients of Ticketmaster and speculation has been rampant that Live Nation will set up or acquire a ticketing business near the time their contract expires in 2008.

Secondary market sellers such as StubHub have also set their sites on greater involvement with promoters and acts in terms of being a repository for ticket auctions and VIP packages. This move could put a crimp in those plans.

The move is the latest by Live Nation CEO Michael Rapino to develop the connection between the concert promoter and the patron. Since he ascended to the top spot of the company spun off from Clear Channel, Rapino has been focusing the company’s acquisitions on businesses directly involved in concert-going (venues, merchandising, licensing) and shedding businesses in other areas, such as sports.

His contention has been that concert promoters have traditionally had their connections to fans limited to the time spent at a venue; by offering apparel, tickets and other services, the concert promoter can develop a stronger bond with the consumer.

If nothing else, the Clear Channel spinoff has one thing going for it: Since the brand has only been around for about two years, people don’t view it with as much scorn as its ticketing competition–at least, not yet. Whether or not the tide of public opinion will change, though, is up in the air, especially if Live Nation keeps shoving “remember when rock was cool?” branding initatives down the public’s throat while jacking up ticket prices and surcharges.

Live Nation to offer event tickets [Variety] Earlier: Ticketmaster Monopoly To Be Challenged By Slightly Less Evil Monopoly