Starting from today, YouTube will surface US tour dates for "hundreds of artists" directly below their videos. Tapping the shows link will expand a list of tour dates, starting with the show soonest and nearest the user.
YouTube won't cost any more cash than it does already, but soon you'll see concert tickets offered on music artist videos.
Next to all the listings is a "tickets" button that, when clicked, will redirect users to Ticketmaster's website to make their purchase. "We'll be rolling out this feature to all artists who have Ticketmaster shows in North America with plans to expand globally", the company explained in a blog.
Artists now listing upcoming tour dates with links to Ticketmaster's website include Katy Perry for her Witness tour, as well as Lady Gaga, Halsey, The Chainsmokers and The Killers.
However, Ticketmaster's deal is not exclusive to YouTube - the company previous year integrated with Spotify for ticket sales as well. YouTube continues to work on its music discovery and streaming, and hints at even more artist-to-fan features to come for its 1.5 billion logged-in monthly users.
YouTube, it is fair to say, is a major destination for music fans around the world, and as such the Google-owned giant will now help promote live gigs related to artists' videos posted on its platform. We reached out to YouTube for more information about the business arrangement between the companies, and were told: "we don't disclose the terms of our deals". MTV lost the "music" portion to reality shows some time ago, and YouTube is now the main source for watching an artist's music videos. While checking out a music video on an official artist or VEVO channel, simply scroll down below the description to see where the given artist is playing next.