Gig tickets given away on Facebook in challenge to booking websites
Some of the capital's most sought-after gigs are being organised entirely via Facebook.
Artists including the Pet Shop Boys and Oasis are using the social networking site to run shows for which fans have the chance to win tickets.
Experts say the trend, in which even computer giant Apple has organised a music festival on the site, is a sign Facebook could soon compete with booking agencies by offering electronic tickets.
They claim the site may one day rival established giants such as Ticketmaster. Users would be able to enter their credit card details and print out an "e-ticket" to take to the gig.
Some firms have developed applications that sell tickets on the site, bypassing agencies who often charge large booking fees. However, it is thought the website is developing its own system.
"Facebook is perfect for selling tickets because it has an audience who go out a lot," said Paul Allen of Computeractive magazine. "There is also more money to be made from selling tickets than selling music, so I'm sure this is something Facebook are working on — in fact, I'm really surprised they haven't launched a service yet."
He said it was inevitable the site would soon sell tickets: "The only question is whether Facebook goes it alone or partners with an existing ticketing site."
Fans have even been able to influence gigs over the website. When the Pet Shop Boys played on Friday at Matter, a small venue at the O2, as part of Smirnoff's UR The Night gigs, they performed to 3,000 fans who not only won tickets on Facebook but chose what drinks would be served and even the support bands.
"Facebook really captures our target market so it seemed the obvious choice," said Kate Hill, brand manager for Smirnoff. "We wanted to really let people interact, so they have been voting on what cocktails are served and even where the pre-gig party will be."
Apple organised its iTunes Festival at the Roundhouse, Camden, this month using Facebook ticket lotteries. With acts such as Oasis and Franz Ferdinand playing, more than 200,000 fans joined the festival's Facebook group.
Oliver Schusser, of iTunes Europe, said: "We wanted to give as many people as possible the chance to win tickets, and a lot of iTunes customers in the UK use Facebook."
