The Daily Swarm

Madonna’s coming concert tour is to feature what appears to be a first in the concert business: An official ticket reseller that will peddle seats at marked-up prices to fans who couldn’t get them through normal channels.

In the U.S. and Canada, eBay Inc.‘s StubHub will serve as the “official fan-to-fan ticket marketplace.” In Europe, the role will be filled by Viagogo Ltd., a ticket reseller that also will sell “VIP packages”—higher-priced tickets that include amenities like backstage passes and meetings with performers.

The endorsements highlight the growing popularity and influence of so-called secondary ticketing companies, which let both fans and brokers sell tickets to others at prices that often far exceed their face values. Concert promoters and artists have long complained that they are locked out of the secondary marketplace, putting money in the pockets of speculators and middlemen who aren’t involved in staging or promoting concerts.

Sports teams and leagues have entered partnerships with secondary ticketing companies. But executives at Viagogo and StubHub called this the first time a major music artist has officially embraced the secondary market on this scale.

“It’s the future of the ticketing business,” said Chuck La Vallee, StubHub’s head of business development for music. “Promoters have always complained that we don’t have skin in the game.”