It’s not your father’s Ticketmaster. Under prexy-chief operating officer Sean Moriarty, the once derisively called Ticketmonster — because of heavy-handed tactics and its perceived monopoly in the live-show ticket-selling business — is now more artist- and fan-friendly. Under the aegis of the 36-year-old technology wunderkind, the ticketing giant has evolved from a ticket seller into an integrated marketing company used by artists and record labels through innovations such as VIP ticketing, bundling artist CDs and tickets, fan club presales and auctions. Ticketmaster’s marketing initiatives are geared toward solving two of the biggest challenges it faces: making fans aware of upcoming shows and getting them to purchase tickets. “If we can get consumers over the goal line — get them to the show — they will be more than happy with the experience,” says Moriarty.
P.O.V.: “By giving consumers the right message, we can change their behavior.”