In an interview with Billboard, Charlie Hellman explains Reserved, which kicks off in the U.S. this summer, offering superfans reserved tickets on Live Nation tours.
Spotify’s global head of music, Charlie Hellman, took the stage at the streaming service’s Investor Day on Thursday (May 21) to announce the launch of Reserved, a ticketing initiative that identifies an artist’s most dedicated fans and holds two tour tickets for them.
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This is a service designed to reward Spotify premium subscribers for their dedication to their favorite artists and to combat the rising challenges associated with ticket buying in a time when scalpers, bots and endless queues have become commonplace. While the exact formula of how these selected fans are determined is unknown, Spotify notes in a press release about Reserved that it is based on factors like “streams, share and other Spotify activity” and that the service will monitor “the activity of Premium users to ensure these are real human fans and not bots.”
Not every premium user will get this opportunity because, as the press release states, “there will be significantly more superfans than there are seats available on a tour.” But starting this summer, Spotify will be experimenting with these Reserved offers on a variety of different tours across the U.S.
