Ticketmaster expands face value resale through CashorTrade partnership
Ticketmaster announced today a new integration with the fan-to-fan marketplace CashorTrade, allowing verified concert tickets to be resold at or below their original face value.
The partnership expands Ticketmaster’s existing Face Value Exchange by utilizing its verification technology to authenticate tickets listed on the CashorTrade platform. The move is designed to curb price inflation and ensure tickets remain in the hands of fans rather than professional resellers.
“Fans deserve more ways to buy and sell tickets at the original price, with confidence that what they’re getting is legitimate,” said David Marcus, executive vice president of music at Ticketmaster.
Under the new system, sellers on CashorTrade can list verified Ticketmaster tickets with a mandatory price cap. Once a transaction is completed, Ticketmaster issues a new, authenticated digital ticket directly to the buyer through the CashorTrade app. Unlike many automated resale platforms, CashorTrade allows sellers to choose who they sell to, fostering a peer-to-peer community experience.
Founded in 2009, CashorTrade has become a staple of the “Face Value Movement,” earning the trust of artists such as Phish, The Disco Biscuits, moe., and Waxahatchee.
“What started in the parking lots as a fight for fairness has grown into something much bigger,” said Brando Rich, CEO and co-founder of CashorTrade. “This integration gives fans more freedom to buy and sell authenticated tickets at the artists’ original prices.”
The integration is currently available for select tours, with plans to support additional partnerships that adhere to artist-mandated resale terms and price caps.
