Ticketmaster and the face value ticketing movement have not historically been on the same side. That dynamic just got more complicated.
Ticketmaster announced Tuesday that it has integrated with CashorTrade, a fan-to-fan marketplace that has spent more than 15 years building a community around buying and selling concert tickets at face value or below. The integration allows verified Ticketmaster tickets to be listed on CashorTrade, authenticated through Ticketmaster’s verification technology, and transferred to buyers as newly issued tickets within the CashorTrade app. Markups are not allowed. Sellers choose who they sell to. The feature is currently live on select tours with more to come.
“Fans deserve more ways to buy and sell tickets at the original price, with confidence that what they’re getting is legitimate,” said Ticketmaster EVP of Music David Marcus. “By working with CashorTrade, we’re expanding face value resale in a way that gives fans more choice, and we’ll continue to support partnerships with resale platforms that operate with integrity and respect artist terms.”
CashorTrade CEO and co-founder Brando Rich framed the deal as a natural evolution of what the platform has always stood for. “What started in the parking lots as a fight for fairness has grown into something much bigger,” he said. “This integration gives fans more freedom to buy and sell authenticated tickets at the artists’ original prices.”
The partnership builds on Ticketmaster’s own Face Value Exchange, which launched in 2019 and gave artists the option to cap resale prices directly on the platform. That program is available on select tours. The CashorTrade integration expands that infrastructure through a third-party platform that already has deep credibility with jam band and independent music communities, counting Phish, Umphrey’s McGee, Waxahatchee, moe., The Disco Biscuits, and others among its longtime artist partners.
