LOS ANGELES, May 10 (UPI) -- Concert promoter Live Nation is moving into the ticket arena for its North American venues, selling premium seating and VIP amenities on its Web site.
The Los Angeles company is one of Ticketmaster's largest clients. Insiders have speculated Live Nation will expand its now-small ticketing operation -- or acquire a ticketing business -- around the time its contract with Ticketmaster expires in 2008, Variety said Wednesday.
The ticketing service is the latest effort by Live Nation CEO Michael Rapino to develop a better concert promoter-patron connection. Since taking over as CEO, Rapino has been focusing the company's acquisitions on businesses directly involved in concert-going -- venues, merchandising and licensing -- and divesting itself of businesses in other areas.
Live Nation controls 10 percent of the tickets at all of its concerts as part of its deal with Ticketmaster. Registered members logging in to LiveNation.com can access the best seats in a venue for a premium price.
"Our premium seat program helps us and the artist participate in the revenue generated from these ticket sales that might otherwise go to scalpers," Rapino said.
Currently, only House of Blues has developed a brand as a concert promoter.
