SoundCloud Converts Discovery Into Ticket Sales

This partnership turns SoundCloud from a place where music is discovered into a place where discovery can convert into a higher value purchase. An artist can now put upcoming shows on their profile, create general admission events through Universe inside SoundCloud, and send fans straight to ticket checkout, which gives SoundCloud a path to take rates on sales and a stronger role in the part of the artist business where the biggest dollars often sit.

• The integration is not just a link out. SoundCloud says Artist Pro users can create events, manage listings, sell tickets, and track sales through Universe, while Ticketmaster event data powers discovery across artist pages and the homepage. That means SoundCloud now owns more of the workflow between fan intent and ticket purchase.
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• This matters because primary ticketing is tightly controlled. Ticketmaster’s venue relationships and distribution network give it privileged access to inventory, which is why secondary marketplaces like StubHub are structurally weaker. SoundCloud is plugging into that system rather than trying to rebuild it from scratch.
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• The broader economics explain the move. Recorded music is growing, with global recorded revenue at $29.6B in 2024, but streaming is only one slice of artist income. Pushing fans from listening into concerts and merch is how music platforms capture more wallet share without depending only on subscription and ad ARPU.
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The next step is a fuller artist commerce stack inside SoundCloud. If ticketing, merch, fan messaging, and music discovery keep getting stitched together, SoundCloud becomes more valuable to working artists not because it streams songs, but because it helps turn audience attention into direct spending across every release and every tour stop.