Users watching music videos on Google-owned YouTube will now be able to purchase concert tickets directly from the video, the company announced Tuesday.
YouTube is partnering with TicketMaster to provide information about upcoming concerts, and to enable the purchases.
The feature will be live today for some participating artists, and will be rolled out to all artists that sell tickets through TicketMaster over the next few months.
“With live concerts becoming a bigger driver of revenue for artists, we want to help artists reach those fans, keep them updated about upcoming shows, and sell more tickets,” said a statement from the YouTube Music team posted to the official artists blog.
YouTube, with its massive scale, has become a go-to place for artists looking to release music videos, and for fans looking to watch them.
In August, Taylor Swift released a new single on YouTube, “Look What You Made Me Do,” which received 43.2 million views in its first 24 hours. Adele, Nicki Minaj and others have also garnered tens of millions of views for their videos after publishing them to YouTube.