Ticketmaster is going the “brand to publisher” route and aiming to become a digital video destination for live entertainment.
As part of the initiative, Ticketmaster is producing original video content. This will include the web series “Access Granted,” which showcases for “iconic” New York City venues, from Harlem’s Apollo Theater to Kings Theater in Brooklyn. Four episodes of “Access Granted” are available now on Ticketmaster’s YouTube channel. You can watch the Kings Theater episode below:
The theaters feature in “Access Granted” will also use Ticketmaster’s new YouTube content as a way to promote their own upcoming events. Ticketmaster’s content initiative also has the goal of giving brands a better way to reach consumers through Ticketmaster’s properties.
“Access Granted” isn’t Ticketmaster’s only digital video content. Back in November 2014, the company released a prank video about a ticket scalper…at the airport. The video was “picked up,” in a sense, by Ticketmaster clients including the Golden State Warriors and Sacramento Kings, who are using branded versions in their venues (think jumbotron) and on TV.