Live Nation Labs, the digital arm of concert and ticketing giant Live Nation, has acquired YourTrove, a social startup that delivers personalized search results driven by social connections. No details of the deal were released. On the LiveNation blog, VP Ethan Kaplan wrote:
"The acquisition of YourTrove has given us two things: expertise in big data engineering, social network API’s and overall technical prowess, and the technology from YourTrove that will help us power the next generation of what concerts should be for a music fan.
Improving and extending the concert experience is the core mission at labs; or as Kaplan puts it, "to invent and create products that could enable this very 20th (and 19th, 18th, 17th, 16th, etc) century act of 'going to a concert' to exist fully integrated in the 21st century."
It's not hard to imagine how YourTrove could improve concert discovery for fans while also providing powerful data for Live Nation.