Dive Brief: 

• LiveNation's Ticketmaster has purchased mobile ticketing platform Eventjoy. 
• The buy will help Ticketmaster expand mobile offerings as consumers are increasingly utilizing mobile devices to make purchases. 
• This will be Ticketmaster's first step into DIY event ticket, which is something that Eventjoy specializes in, with its social marketing tools and event metrics. 

Dive Insight: 

The independent aspects of Eventjoy could soften up Ticketmaster's reputation as a kind of corporate bully with its tacked on fees and other policies. But that is only if Ticketmaster handles the buy correctly and really embraces the culture of DIY events.