- LiveNation's Ticketmaster has purchased mobile ticketing platform Eventjoy.
- The buy will help Ticketmaster expand mobile offerings as consumers are increasingly utilizing mobile devices to make purchases.
- This will be Ticketmaster's first step into DIY event ticket, which is something that Eventjoy specializes in, with its social marketing tools and event metrics.
The independent aspects of Eventjoy could soften up Ticketmaster's reputation as a kind of corporate bully with its tacked on fees and other policies. But that is only if Ticketmaster handles the buy correctly and really embraces the culture of DIY events.