Groupon Brings Group-Buying Concept to Concert-Goers With Ticketmaster Partnership

Published on May 9, 2011
by Tricia Duryee

Groupon users will soon have access to limited-time deals on a variety of concerts, sports, theater productions and other live events across North America through a joint venture with Live Nation Entertainment–in other words, with the top dog of them all:

The site is anticipated to go live by the summer concert season at GrouponLive.

It’s becoming common for group-buying sites, like Groupon and LivingSocial, to enter new niches. This, however, marks one of the most high-profile launches for Groupon, which has been fairly discreet about entering new markets. Additionally, getting access to Live Nation’s calendar of events and its marketing machine will be a huge boost to the company’s two-and-a-half-year-old brand.

The companies explained in a press release that GrouponLive will serve as “a local resource” for Live Nation events and Ticketmaster. Financial terms of the deal were not disclosed. “With unprecedented access to Live Nation’s expansive roster of performers and events, GrouponLive will be the destination for exclusive live event deals,” said Groupon’s founder and CEO Andrew Mason.

Groupon’s closest competitor, LivingSocial, has been a little more methodical about new specialties. It has already launched a travel vertical and an adventures vertical, which sells one-off experiences, such as cocktail mixing classes or trips to a shooting range.

In an interview, Doug Miller, who heads up new business initiatives for LivingSocial, said next on the agenda was something in the live entertainment space, leveraging his time with none other than “You can only imagine what we can do when we are the producer, and we have a massive marketing channel of 26 million people,” he said.

Besides LivingSocial, Gilt Groupe, which announced this morning that it raised $138 million, has also been testing the market for live events through its Gilt City daily deals brand, which is live in only six markets.

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