Pandora announced on Wednesday the launch of yet another music discovery feature to its platform, this time focusing on live events.

Users of the music streaming service will now be able to find out about and purchase tickets for live shows thanks to the new partnership with Ticketfly.

Pandora is now providing its users with recommendations to concerts based on the events that are taking place near their location and on music preferences, using their listening history.

Recommendations to concerts now appear in the app's feed under the "notifications" tab, where the user is informed that tickets to see an artist they like live is currently on sale. They can then tap on the "get tickets" button to purchase them via Ticketfly.

Pandora users can also set a reminder to purchase tickets to a concert as soon as the tickets become available for sale on Ticketfly so that they won't miss out on seeing their favorite singer or band in the flesh when they come to their hometown.

Pandora users will also learn about nearby concerts starring the artists they listen to via push notifications that are expected to roll out soon. The user can then tap on the notification to purchase tickets to the event via Ticketfly's in-app browser.

The company will also send weekly emails with special offers to personalized live events later this year.

"Pandora is redefining the music experience, and that includes live events," Tim Westergren, founder and chief executive officer of Pandora, said in a press release. "There's nothing like the magic of a live show, and there's nothing worse than missing your favorite band because you didn't know they were in town. Pandora and Ticketfly are solving that with personalized and effortless access to live, local events."

Adding this concert recommendation notification feature with the ability to purchase tickets comes as Pandora integrates Ticketfly to its platform after it acquired the company back in October 2015 for $450 million. Eventually, the platform will allow users to buy tickets directly in the Pandora app, but this is the first step toward reaching that goal.

The integration means that Ticketfly's service fees will now be added to Pandora's revenue to help it continue to grow as it competes against the other platforms.

There are already platforms that recommend concerts nearby, like Bandsintown and Eventful, and Spotify also has its own concert recommendation feature.

Source: Pandora

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