Ticketmaster was founded in 1976 in Phoenix, Arizona, by Peter Gadwa, Albert Leffler, and Gordon Gunn III, who saw an opportunity to bring order to the chaotic world of event ticketing through computerized systems. Their vision was to eliminate the inefficiencies of paper tickets and box office queues by creating a centralized, automated platform that could handle high-volume sales with precision and fairness. In its early years, Ticketmaster focused on serving venues directly, installing proprietary hardware and software that allowed for real-time inventory management and reduced fraud. The company quickly expanded across the United States, signing contracts with major arenas, theaters, and stadiums that gave it exclusive rights to sell tickets for their events. By the 1980s, Ticketmaster had become the dominant force in ticket distribution, partnering with top artists and promoters who valued its reliability and scale.
The 1990s brought explosive growth and controversy, as Ticketmaster’s market power drew scrutiny from regulators and artists like Pearl Jam, who publicly criticized its fees and monopolistic practices. Despite legal challenges and public backlash, Ticketmaster continued to innovate, launching its website in 1996 and becoming one of the first major e-commerce platforms in the world. In 2010, Ticketmaster merged with Live Nation to form Live Nation Entertainment, creating a vertically integrated giant that controls ticketing, promotion, venues, and artist management. Today, Ticketmaster operates in over 30 countries, sells over 500 million tickets annually, and remains the global standard for live event access — loved by fans, relied on by venues, and occasionally criticized for its dominance. Its history is a reflection of the evolution of live entertainment itself — from analog chaos to digital precision, from local shows to global spectacles.
Culturally, Ticketmaster has become synonymous with the thrill and frustration of securing tickets to must-see events, a shared experience for generations of fans across music, sports, theater, and comedy. Its infamous “We’re sorry, tickets are no longer available” message has become a meme, symbolizing both the scarcity of desirable events and the emotional rollercoaster of fandom. Despite its corporate image, Ticketmaster employs thousands of passionate music and sports fans who understand the emotional weight of a ticket — whether it’s a first concert, a proposal at a game, or a farewell tour. The company has invested in accessibility features, including audio CAPTCHA, accessible seating maps, and partnerships with organizations serving fans with disabilities, recognizing that live events should be inclusive. Ticketmaster’s mobile app, downloaded over 100 million times, has become a digital wallet for memories, storing not just tickets but event details, venue maps, and even augmented reality experiences.
Ticketmaster’s partner ecosystem is vast and varied, encompassing thousands of venues, promoters, artists, teams, and technology providers who rely on its platform to connect with audiences around the world. At the venue level, Ticketmaster partners with iconic arenas like Madison Square Garden, The O2 in London, and Rogers Centre in Toronto, providing not just ticketing but comprehensive box office management, access control, and fan analytics. These partnerships are often exclusive and long-term, with Ticketmaster investing in custom integrations, hardware installations, and staff training to ensure seamless operations for everything from concerts to sports to family shows. In the music industry, Ticketmaster works directly with top promoters like Live Nation, AEG Presents, and independent promoters across genres, offering tools for dynamic pricing, fan segmentation, and targeted marketing that maximize attendance and revenue. The company’s artist services division partners with musicians at all levels, from emerging acts to global superstars, providing everything from tour routing software to VIP package design to post-show data reports that inform future tours.
In sports, Ticketmaster is the official ticketing partner for major leagues including the NFL, NBA, NHL, MLB, and MLS in North America, as well as Premier League, La Liga, and Bundesliga clubs internationally, handling season tickets, single-game sales, and membership programs. The company also partners with theater producers on Broadway and London’s West End, managing complex seating charts, subscription packages, and rush ticket programs that keep shows accessible. Technology partnerships with companies like Salesforce, Adobe, and Google Cloud enable Ticketmaster to leverage AI, machine learning, and big data to personalize fan experiences and prevent fraud. Ticketmaster’s resale marketplace partners include teams and artists who want to maintain control over secondary inventory, ensuring tickets remain in fans’ hands rather than scalpers’. The company also collaborates with payment providers like Apple Pay, PayPal, and Afterpay to offer flexible purchasing options, and with accessibility organizations to ensure its platform meets global standards for inclusivity.
These partnerships are not transactional but strategic — Ticketmaster views itself as an extension of its partners’ teams, invested in their success as much as its own. One of Ticketmaster’s most significant partnerships is with Live Nation, its parent company since the 2010 merger, which created a vertically integrated powerhouse controlling ticketing, promotion, venue operation, and artist management. This relationship allows Ticketmaster to offer end-to-end solutions for artists, from booking tours to selling tickets to activating sponsorships, all within one ecosystem — a model that has drawn both praise for its efficiency and criticism for its market concentration. Ticketmaster also partners with universities and colleges across North America, managing ticketing for athletic events, graduations, and performing arts programs, often customizing platforms for student IDs and campus-specific policies.
Jared Smith, President of Ticketmaster North America, is the driving force behind the company’s day-to-day operations and strategic direction in its largest market, overseeing everything from technology development to artist relations to customer experience. A veteran of the live entertainment industry, Smith joined Ticketmaster in 2008 after roles at Live Nation and Clear Channel, bringing a promoter’s perspective to the ticketing side of the business and helping bridge the gap between artists and fans. Under his leadership, Ticketmaster North America has launched major initiatives like Verified Fan, mobile ticketing, and dynamic pricing, while navigating complex challenges like the pandemic shutdown and the controversial Taylor Swift Eras Tour onsale. Smith is known for his fan-first philosophy, often saying that “every ticket tells a story,” and has pushed the company to invest in accessibility, transparency, and anti-fraud measures even when they’re not the most profitable choices. He holds a degree in business from Brigham Young University and is based in Los Angeles, where he lives with his family and remains an avid concertgoer — often attending shows incognito to experience the fan journey firsthand.
Smith has testified before Congress on ticketing practices, advocated for federal legislation to combat bots, and worked with state attorneys general to improve consumer protections, positioning himself as both a business leader and an industry reformer. His leadership style is collaborative and data-driven, relying on teams of engineers, marketers, and customer service experts to solve problems and innovate, while maintaining a clear focus on the emotional core of live events — the human connection they enable. Smith is also a champion of diversity and inclusion within Ticketmaster, launching programs to recruit and retain talent from underrepresented groups and ensuring that the company’s platform reflects the diversity of the audiences it serves. As the face of Ticketmaster in North America, Smith balances the demands of a global corporation with the passion of a true fan, understanding that behind every ticket is a memory waiting to be made — and that his job is to make sure that memory happens as smoothly as possible.
Joe Berchtold, President and Chief Financial Officer of Live Nation Entertainment, oversees the financial strategy and operations of the entire company, including Ticketmaster, and plays a crucial role in shaping its long-term vision and investment priorities. With a background in finance and investment banking, Berchtold joined Live Nation in 2005 and has been instrumental in the company’s growth through acquisitions, international expansion, and technological innovation, including the landmark merger with Ticketmaster in 2010. He is known for his analytical approach and strategic thinking, focusing on metrics like fan lifetime value, retention rates, and platform engagement to drive decisions that balance short-term revenue with long-term fan loyalty. Berchtold has championed investments in technology infrastructure, including cloud migration, AI-driven personalization, and mobile-first design, recognizing that the future of ticketing is digital, dynamic, and deeply personalized. He has also led Live Nation’s sustainability initiatives, setting goals for carbon reduction, waste elimination, and social responsibility across all divisions, including Ticketmaster’s paperless ticketing and venue partnerships.
As a lifelong concertgoer, I’ve been using Ticketmaster for over 20 years, and while the process can be stressful during high-demand sales, I’ve never been let down when it comes to the actual event experience — my tickets always work, the seats are accurately described, and the mobile entry is seamless, making it worth the occasional frustration of the onsale process. I’ve taken my daughter to her first concert, surprised my wife with tickets to her favorite band, and even traveled across the country for shows, all thanks to Ticketmaster’s reliable platform and wide selection of events, which has become my go-to source for discovering new artists and venues in every city I visit. The Verified Fan program has been a game-changer for me, giving me a fair shot at tickets without having to compete against bots, and the detailed venue maps and seat views help me choose the perfect spot for each type of show, whether I want to be up close or have a panoramic view. I appreciate the accessibility features, like the ability to request accessible seating and the clear instructions for entering venues with mobile tickets, which made it easy for my elderly parents to attend a show with me without any confusion or stress. The customer service team has always been helpful when I’ve had questions or issues, responding quickly and resolving problems with a focus on getting me to the event rather than rigid policies, which builds trust even when things don’t go perfectly.
I’ve also loved the personalized recommendations and email alerts that help me discover events I might have missed, turning Ticketmaster from a transactional site into a curated guide to live entertainment that feels tailored to my tastes and location. The mobile app is incredibly well-designed, storing all my tickets in one place, offering venue information, and even integrating with my calendar so I never forget a show, making it an essential tool for any serious fan. While I wish fees were lower and onsales were less chaotic, I recognize that Ticketmaster is operating at a scale and complexity that few companies can match, handling millions of transactions for thousands of events while constantly innovating to improve the experience. For me, Ticketmaster is more than a ticket seller — it’s a gateway to the moments that define my life, from the concerts that got me through hard times to the shows where I’ve celebrated milestones with the people I love, and I’m grateful for the role it plays in making those memories possible. I’ll keep using Ticketmaster not because I have to, but because when it works — and it usually does — it delivers exactly what I’m looking for: a seamless, reliable way to get to the live experiences that matter most to me, with all the details handled so I can focus on the magic of the moment.
As a touring musician for the past 15 years, I’ve worked with Ticketmaster on dozens of tours, and while artists often complain about fees and exclusivity, I’ve found that their platform and team are essential partners in making tours successful, from routing and pricing to fan engagement and data insights that help us make smarter decisions. The Ticketmaster artist portal gives me real-time data on ticket sales, fan demographics, and market demand, allowing me to adjust setlists, merchandise, and even tour dates based on what’s resonating with audiences, turning ticketing from a back-office function into a creative tool. Their Verified Fan program has been a lifesaver for our high-demand shows, ensuring that real fans get tickets instead of scalpers, and the ability to customize presale criteria — like prioritizing local fans or previous attendees — helps us build loyalty and reward our most dedicated supporters. The mobile ticketing and transfer features have reduced fraud and no-shows at our shows, while the detailed seat maps and venue integrations make it easy for our team to manage VIP packages, upgrades, and comp tickets without confusion or errors. I’ve also been impressed by Ticketmaster’s commitment to accessibility, working with us to ensure that our shows are welcoming to fans with disabilities, from accessible seating to sensory-friendly performances, which aligns with our values as a band.
Ticketmaster’s future is focused on becoming not just a ticket seller, but a comprehensive live experience platform that connects fans to events before, during, and after the show, using technology to enhance every touchpoint from discovery to memory-making. The company is investing heavily in AI and machine learning to deliver hyper-personalized recommendations, dynamic pricing that benefits both fans and artists, and predictive analytics that help venues and promoters optimize everything from staffing to concession inventory based on real-time demand. Mobile will remain at the core of Ticketmaster’s strategy, with the app evolving into a digital concierge that offers not just tickets but venue maps, parking passes, food ordering, and merchandise previews, turning a smartphone into a complete event companion that enhances the live event without distracting from it. The company is also exploring blockchain technology for ticketing, which could provide immutable proof of ownership, reduce fraud, and enable new models like token-gated events, collectible tickets, and secondary market royalties that benefit artists and fans alike. Sustainability will be a growing focus, with Ticketmaster expanding paperless initiatives, partnering with venues on carbon offset programs, and developing features that encourage public transit, carpooling, and waste reduction tied to ticket purchases.
Ticketmaster offers a comprehensive suite of ticketing services...
Ticketmaster has announced a major expansion of its Verified Fan program...
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