Innovator Spotlight

LiveNation
Live Nation: Industrializing API Infrastructure for Management and Growth

"Our mobile app transaction volume has grown over 100 percent the last year, expanding how we serve customers and how we plan for the management and growth of our APIs."

Adam Colson
Senior Product Manager, Ticketing Systems
Live Nation Entertainment


Live Nation Entertainment is the world’s leading live entertainment and ecommerce company, comprised of four market leaders: Ticketmaster.com, Live Nation Concerts, Artist Nation and Live Nation Network.

Ticketmaster.com is the global event ticketing leader and one of the world’s top five ecommerce sites, with a database of over 119 million fans. Adam Colson from Live Nation spoke to us about their API initiative and how they are expanding it to meet new demands for performance, security and scalability as Live Nation grows.


How are you using APIs today?

Our APIs are used by both internal developers as well as trusted partners and clients for building everything from concert event calendars to ticketing applications, for desktop, kiosk, mobile and other applications.

What need were you addressing with your API strategy?

We had an existing API and additional access to information via feeds, but these products were supported by a feeble, not-easily-scalable, homegrown infrastructure. As the company grew, especially with the Ticketmaster merger, we needed a more industrial solution that was secure and had the performance, developer support, and scalability that the number one ticketing destination requires.

How have your APIs evolved over time?

Our evolution has included early success with APIs, which led to the need to improve process and functional infrastructure to meet growth demand. In the future, we see APIs helping to expand our affiliate program and a return to providing an open API that enables developers anywhere.

What kind of business benefits have you experienced as a result of your APIs?

A reduction in developer onboard time from two weeks to two minutes enables a greater number of satisfied developers and increases client satisfaction and loyalty. And we now have the ability to expand, as our business requires, without the concern that our infrastructure is incapable of growing with it.

How do you work with Apigee?

We use the Apigee Enterprise API platform in a Cloud DN deployment operating in a PCI environment that supports payment card purchases. We have also integrated with our existing Splunk system for integrated overall reporting and analysis.

What is your vision for your API program?

Our mobile app transaction volume has grown over 100 percent the last year, expanding how we serve customers and how we plan for the management and growth of our APIs. We see the opportunity to grow our API programs to fulfill increasing demand for live event apps and to provide better and greater access to our information at different levels of service.

What advice would you offer for those just starting an API program?

I would recommend that those just starting on the API journey pay particular attention to developing their API strategy. When developing new products, offering APIs should always be part of the plan. Even if you don’t plan on exposing your API externally, many internal benefits can result from offering programmatic access to your product. When developing an API strategy, tap into subject matter experts inside your organization as well as outside. View APIs as a business unit and a product and not just as an ancillary feature. APIs can be transform a product or business, so don’t take them lightly.

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