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Spotify has completely revamped its Concerts Hub, turning it into a powerful concert search tool called Live Events. This feed, which you can find by searching “Live Events” on Spotify, uses your listening habits to find concert tickets and information about upcoming shows.
The old Concerts Hub did surprisingly well throughout 2020 and 2021, mainly due to a shift towards virtual concerts and events. But Spotify was primarily interested in user data: how do people use Concerts Hub? What they learned informed the development of Live Events, which addresses some issues noted by Spotify researchers.
A fractured app experience was one of the biggest issues spotted by Spotify. As Sam Sheridan, Product Manager for Live Events Discovery explained, users would often view an event on Concerts Hub and immediately investigate through their browser. Live Events reduces this friction by offering concert information directly in the Spotify app.
To be clear, Spotify does not sell tickets directly to customers. It only acts as an intermediary for TicketMaster, AXS, DICE, Eventbrite, See Tickets and others. But given how terrible these services are at advertising gigs, Spotify is clearly doing something useful here.
Along with the new Live Events tab, Spotify says it will now send out alerts for touring artists. If you play a song by an artist approaching you, you may see a pop-up announcing the concert.
Source: Spotify
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