Spotify has launched “Reserved by Spotify,” a new feature designed to identify top fans of an artist and reserve two tour tickets for them before general sales begin. The service went live on Thursday in the U.S. for Premium subscribers aged 18 and older.
Role Model is the first artist to utilize the ticket-holding system, with eligible fans notified about securing tickets starting June 23, ahead of the general sale. Spotify stated it will not charge any fees on these transactions.
Currently, the Reserved feature is exclusive to artists performing at Live Nation concerts, and ticket sales will be conducted through Ticketmaster. Spotify plans to expand this program to include more artists, smaller venues, and international users in the future. Designed to combat ticket scalping, the Reserved system aims to prevent automated tools from capturing tickets that are then resold at higher prices. By doing this, Spotify hopes to encourage paid subscriptions and increase user engagement with its app.
Spotify will evaluate user engagement by monitoring streaming activity to identify genuine superfans, ensuring that data is not manipulated through bots or AI. Spotify emphasized that background streaming will not be advantageous for users.
The system will also verify the user’s location to confirm they are nearby the concert venue before offering tickets. Eligible fans will see personalized offers on their Spotify Home screen, outlining tour dates and a reminder feature for the Reserved window. The Reserved ticket window typically lasts about a day, allowing fans to purchase two tickets prior to public sale. However, Spotify cautioned that there may often be more superfans than available tickets, which could lead to some fans not receiving offers.
Role Model’s tour will visit 17 cities in the U.S., and the Reserved initiative is part of a broader move by Spotify to enhance its role in live music, including a recent feature that allows artists to upload live performance videos alongside their music videos.
