Just as Ontario has proposed legislation to limit the cost of ticket resales to face value, Ticketmaster is adding another option for fans trying to avoid reseller chaos and prices.
The ticketing giant has announced a new partnership with CashorTrade, a platform known for its fan-to-fan marketplace that prioritizes selling tickets at face value. Through the integration, verified Ticketmaster tickets can now be listed directly on CashorTrade, where they can be bought or sold at their original price or lower.
In other words, a resale option that, at least in theory, keeps prices grounded and not absolutely unreasonable.
The move is being positioned as a way to give fans more flexibility and control when it comes to buying and selling tickets.
“Fans deserve more ways to buy and sell tickets at the original price, with confidence that what they’re getting is legitimate,” said Ticketmaster executive VP of music David Marcus in a statement. He added that the partnership is meant to expand face-value resale options while supporting platforms that align with artists’ terms.
CashorTrade has built its reputation around what it calls the “face value movement,” offering a marketplace where price markups aren’t allowed, and transactions are intended to be more transparent. The platform has been widely used within touring communities, including artists like Phish, Waxahatchee and Umphrey’s McGee.
“What started in the parking lots as a fight for fairness has grown into something much bigger,” said CashorTrade co-founder and CEO Brando Rich. “This integration gives fans more freedom to buy and sell authenticated tickets at the artists’ original prices.”
The partnership builds on Ticketmaster’s existing Face Value Exchange, launched in 2019, which allows artists to restrict resale prices on select tours on the platform. With CashorTrade now added into the mix, the company is positioning this as a broader expansion of those same options.
Under the new integration, tickets sold through CashorTrade will be verified through Ticketmaster, and buyers will receive newly issued tickets within the CashorTrade app. Sellers can choose who they sell to, but cannot list tickets above face value.
The feature is currently available for select events, with additional shows expected to be included over time.
Still, while the partnership signals a shift toward more controlled resale options, it lands at a time when Ticketmaster continues to face scrutiny over pricing and resale practices — meaning fans will likely be watching closely to see how much this actually changes the experience.
