Ticketmaster has announced a new integration with CashorTrade that will allow concert-goers to buy and sell verified tickets at or below face value through CashorTrade’s fan-to-fan marketplace.
Ticketmaster tickets can now be listed on CashorTrade, authenticated through Ticketmaster’s verification technology, and transferred to buyers as newly issued tickets within the CashorTrade app. All listings are automatically capped at the original purchase price, eliminating the need for users to report tickets priced above face value.
“Fans deserve more ways to buy and sell tickets at the original price, with confidence that what they’re getting is legitimate,” said David Marcus, EVP of Music at Ticketmaster. “By working with CashorTrade, we’re expanding face value resale in a way that gives fans more choice, and we’ll continue to support partnerships with resale platforms that operate with integrity and respect artist terms.”
The partnership extends Ticketmaster’s Face Value Exchange program, which launched in 2019 to give artists the option to cap resale prices. Now, sellers can select who they sell to through CashorTrade’s community marketplace—a feature designed to keep tickets in the hands of genuine fans, not scalpers—and buyers can be confident that what they’re purchasing is legitimate, with no risk of fraud or price inflation.
“What started in the parking lots as a fight for fairness has grown into something much bigger,” said Brando Rich, CEO of CashorTrade, who co-founded the company in 2009. “This integration gives fans more freedom to buy and sell authenticated tickets at the artists’ original prices.”
The announcement has been met with skepticism from some CashorTrade users who are critical of both Ticketmaster’s dynamic pricing system—which lets event organizers adjust ticket prices based on demand—and its listing of primary, face-value tickets on its sales platform alongside resale tickets at and above face value.
Responding to users’ concerns in a comment on social media, the CashorTrade Instagram account wrote, “We spent months looking at comments, gathering feedback, and creating a list of what we can do to address the most pressing needs of our members. One of the most common issues we heard was that fans wanted to be able to verify that the tickets being posted are, in fact, face value. This takes the guess work out of buying/selling on CashorTrade and the integration is only a tool to verify [tickets], and make in app transfers easier! And actually, should help us get a lot more face value tickets on the site.”
The integration is currently live on select tours. Find out more about the new tie-in here.
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