Ticketmaster will upsell donations to UK charity Music Venue Trust in its ticket purchase interface.
Last month, Live Nation launched a program called On The Road Again that offers all acts playing its shows a $1,500 travel stipend. Now, it’s shifted its focus to venues. Through its Ticketmaster platform, the multinational conglomerate will enable an option for ticket buyers to donate to UK charity Music Venue Trust (MVT) and match all contributions for a month beginning on October 17.
The initiative coincides with Venues Day, which MVT spearheaded in 2014 — the same year it the organization itself formed. Ticketmaster…
