Amazon partners with UK events and venues to offer prime experience

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Amazon has made a significant move into the UK live music scene with the launch of pre sale tickets for gigs, and exclusive lounges at venues and festivals.

The launch comes soon after we spotted a job advertisement for a Senior, Program Manager, Music to  “dramatically improve” the experience of those that attend music festivals in the US each year.

What Amazon is up to in the UK provides a few more clues as to what that might mean.

The online retailer will have an Amazon Prime Terrace at the British Summer Time festival in Hyde Park (promoted by AEG) in July, giving ticket holders a prime view of the stage, a glass of champagne and access to The Barclaycard VIP Summer Garden. 

Premium tickets for additional music festivals, including Live in Chelsea and Kew the Music, will also be offered to Prime members.

A reserved enclosure is part of that experience, alongside champagne, afternoon tea or a picnic hamper.

In London, Amazon has opened two VIP lounges at AEG owned venues The O2 and SSE Arena, Wembley (pictured). Access to the areas include special seats for the show.

The move is said to be representative of a deepened relationship with Live Nation rival AEG and could result in a jointly operated ticketing venture, according to IQ.

Amazon Tickets, which launched in the UK in 2015, will offer Prime members 24 hour pre sale tickets for selected events spanning music, theatre and family concerts from Thursday.

Those include tours by Emeli Sandé, Ariana Grande, John Mayer, Little Mix, ABC, Art Garfunkel, The Darkness, KC & The Sunshine Band and Sparks.

“We’re always looking to add to Amazon Prime, and we’re delighted to give our members exclusive access to tickets to our new Amazon lounges, premium seating and pre-sales for live music and entertainment experiences across the UK.”

Geraldine Wilson, Amazon Tickets

Geraldine Wilson, General Manager of Amazon Tickets, said: “Enhanced live entertainment experiences are a fantastic addition to Amazon Prime in the UK, which already offers members great value with fast delivery, streaming of movies, TV and music, and lots more.

“We’re always looking to add to Amazon Prime, and today we’re delighted to give our members exclusive access to tickets to our new Amazon lounges, premium seating and pre-sales for live music and entertainment experiences across the UK.

“For shows including Justin Bieber to The Killers to Emeli Sandé to Little Mix, Prime members will now be able to get access to the best seats in the house and our pre-sales, and this is just the start – we’ll be adding new shows every week.”

Music Business Worldwide

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  • The Bishop

    ‘Dramatically improve’ = cater for the prawn sandwich brigade.