Ticketmaster
for Artists
During my time at Ticketmaster, I spearheaded the design of a comprehensive digital platform for the Ticketmaster Music Division, the industry-leading ticketing and touring solution provider for top-tier musical talent such as Beyonce, Taylor Swift, and Coldplay. This multifaceted project involved creating a distinctive yet complementary brand identity that aligned with the broader B2B brand while establishing its own unique presence.
The primary objective was to develop a cohesive one-stop resource that would showcase Ticketmaster's artist management offerings, combining brand design, web design, and UI elements to create an intuitive digital experience. The platform needed to effectively serve both existing and prospective high-profile clients by delivering valuable industry thought leadership alongside detailed information about Ticketmaster's specialised tools and services. This initiative required extensive collaboration across multiple departments, including product design, marketing, sales, and leadership teams, with stakeholders of varying seniority levels participating from locations around the globe.
Research and Analysis
Conducted interviews with sales and artist management teams to identify specific pain points in their existing workflow
Analysed competitor platforms to identify gaps in service offerings and opportunities for differentiation
Reviewed usage data from current artist-facing tools to determine most valuable features
Concept Development
Created three distinct visual directions based on research findings, presenting each to key stakeholders
Developed user personas representing different levels of artist management (from indie to arena tours)
Design and Production
Developed template layouts for case studies featuring successful artist campaigns
Produced interactive prototypes for testing with artist management teams prior to development
Created a custom icon system specifically for music industry terminology and processes
Implementation and Training
Developed a comprehensive style guide documenting all UI components and usage rules
Created training materials for internal teams to ensure consistent platform updates
Established feedback channels for ongoing refinement based on real-world implementation
The Ticketmaster for Artists platform represented a strategic pivot in how Ticketmaster engaged with the artist community. By centralising resources, tools, and insights in one cohesive ecosystem, we transformed what had previously been a fragmented experience into a streamlined solution. This approach not only simplified access to Ticketmaster's extensive service offerings but also positioned the company as a true partner in artists' success rather than just a service provider. The design carefully balanced sophisticated functionality with accessibility, ensuring that both tech-savvy tour managers and traditional industry veterans could navigate the platform with equal confidence. Throughout development, we maintained close communication with actual users, incorporating their feedback to refine features and ensure the final product genuinely addressed the unique challenges faced by today's music professionals.
Impact
The centralised knowledge base significantly reduced support requests while the streamlined interface helped Ticketmaster secure contact with prospective artists who had previously worked with competitors. Perhaps most importantly, the platform established Ticketmaster as an innovation leader in artist services, changing perception among key industry decision-makers and creating a foundation for future product development.