Eventbrite Introduces "Lineup" Tool for Music-Focused Features

Eventbrite has launched a new "Lineup" tool with music-focused features, allowing independent artists and organizers to highlight performances with artist profiles, photos, and links. This update bridges digital discovery with real-world audiences, offering major-market exposure to smaller venues at no additional cost. With 35 million music ticket sales in 2024, Eventbrite is also launching tools like VIP guest management and "Buy Now, Pay Later" for U.S. customers.

The integration of Buy Now, Pay Later (BNPL) services into live events, particularly in the music sector, is transforming consumer behavior and driving significant market growth. Eventbrite's latest update, including a "Lineup" tool with music-focused features, further emphasizes this trend. This article explores the financial implications of BNPL in the live events sector, drawing on recent data and expert insights.

BNPL services, such as those offered by fintech platforms like Klarna and Affirm, are increasingly popular among Gen Z and Millennial users. These services enable consumers to purchase high-value tickets with installment plans, reducing the psychological barrier to spending and boosting average order values. According to a 2024 Affirm study, 85% of users increased their average order value when BNPL was enabled [1].

The impact of BNPL on live events is substantial. AttendStar reported a $143 increase in average order value and a 115% sales boost for large outdoor events after implementing BNPL [1]. Additionally, BNPL reduces cart abandonment by 35% and increases conversion rates by 45% in high-ticket sectors [1]. This democratizes access to premium experiences, making events like Taylor Swift's Eras Tour more affordable for younger demographics.

However, the convenience of BNPL comes with risks. A 2025 CivicScience survey revealed that 24% of event ticket buyers admit to struggling with repayment timelines, indicating potential long-term debt accumulation [1]. Investors must consider these risks, as well as regulatory shifts. While the U.S. Consumer Financial Protection Bureau (CFPB) has paused enforcement of BNPL rules, the EU's Consumer Credit Directive (CCD2) will impose stricter credit checks by 2026 [1].

For fintech and entertainment investors, the BNPL-driven growth in live events presents strategic opportunities. Fintech providers like Klarna and Affirm are expanding their partnerships with ticketing platforms, driving revenue growth. Ticketing platforms adopting BNPL see higher customer retention and cross-selling opportunities. For example, StubHub's revenue surged 22% in 2025 Q2 after rolling out BNPL for premium tickets [1].

To mitigate risks, investors should prioritize companies with robust fraud prevention systems, transparent fee structures, and diversified revenue streams. Affirm, for instance, reduced delinquency rates by 15% through AI-driven credit assessments in 2025 Q3 [1].

Eventbrite's new "Lineup" tool and BNPL integration further illustrate the potential of BNPL in live events. These tools bridge digital discovery with real-world audiences, offering major-market exposure to smaller venues at no additional cost. With 35 million music ticket sales in 2024, Eventbrite's strategic move aligns with the broader trend of BNPL adoption in the sector.

In conclusion, the BNPL revolution in live events is a structural shift in consumer finance. For investors, the key lies in balancing growth potential with risk management. Platforms that innovate beyond basic installment plans and adapt to regulatory changes will capture the most value in this evolving market.

References:
[1] https://www.ainvest.com/news/buy-pay-bnpl-growing-impact-consumer-spending-live-events-sector-2508/