Spotify launches Reserved ticket sales for music superfans

Spotify’s move to cater to music’s superfans is now live. The streaming giant announced the launch of “Reserved by Spotify,” a new system that identifies eligible top fans of an artist and holds two tour tickets for them before the general ticket sale opens. The feature is initially available in the U.S.

for Premium subscribers aged 18 and above. Role Model, timed alongside his tour news, is the first artist partner to use the ticket-holding system. Fans will receive notifications about their secured tour tickets starting June 23, before the general public sale.

Spotify won’t collect any fees on the transactions. The feature is currently only available for artists playing at Live Nation venues, with ticket sales through Ticketmaster. Spotify aims to add more partners over time to include smaller venues and international users.

The Reserved system rewards music fans as tickets for new concerts are often captured by scalpers using automated tools and resold at a higher price. For Spotify, Reserved encourages paid subscriptions and increases engagement with its app. If fans get concert tickets held for them by streaming their favorites, they’re more likely to log on and do so.

Spotify first announced its plan to cater to superfans in May, using signals like streams, shares, and activity to determine who is a real fan. The company monitors activity to ensure fans don’t game these stats using bots or AI agents. It won’t be possible to snag a ticket by endlessly playing an artist’s music; the company looks for signals of normal user engagement.

As Spotify puts it, “leaving music on in the background won’t give anyone a leg up.” Reserved also considers the user’s location to ensure they’re near the show before making an offer. Eligible fans will see a personalized offer on their Spotify Home screen, allowing them to view tour dates, see the Reserved window, and set a reminder to buy tickets. When the Reserved ticket window opens, usually around a day, they can purchase two tickets before they’re on sale to the public.

Spotify noted that there will be more superfans than available seats in many cases, meaning not every fan will get a ticket offer. Role Model’s tour, reaching 17 U.S. cities, is the first of several artists’ tours launching this week.

Why this matters: Spotify's Reserved ticket system has significant implications for the music industry. By prioritizing top fans, Spotify aims to reduce scalping and ensure fair access to tickets. This move also incentivizes artists to engage with their superfans on the platform, potentially driving more streams and subscriptions.

For developers and businesses, this highlights the importance of leveraging user data to create personalized experiences. As Spotify expands Reserved to more venues and international users, it will be crucial to monitor how this impacts the live music market and the company's competitive edge. Open questions remain about the system's scalability and potential for abuse, but for now, Reserved marks a new chapter in Spotify's efforts to supercharge fan engagement.