Ticketmaster Expands Into Kenya as Quicket Targets Live Events Market

Global ticketing giant Ticketmaster is expanding into Kenya through Quicket, marking a major move into the country’s growing live entertainment industry.

The partnership will bring a fully digital ticketing platform to the Kenyan market, with the companies hoping to make it easier for fans to discover, buy and access tickets while helping event organisers deal with one of the industry’s old headaches: ticket fraud.

Quicket will integrate local payment options, including Safaricom’s M-Pesa and Airtel Money, allowing customers to pay for tickets using services they already know and use. Digital tickets are also expected to speed up entry at events, reducing the familiar queues where excitement can sometimes disappear before the music even starts.

The platform will also connect Kenyan events to global distribution channels including Spotify, Google, Meta, Bandsintown and Apple Music. This means fans could discover an event while listening to an artist or browsing for entertainment, then move directly towards buying a ticket.

The move comes as Africa’s young and increasingly mobile population changes how people discover entertainment. For organisers, getting an event in front of potential fans is becoming just as important as putting up posters and social media adverts.

Quicket is also developing WhatsApp-based ticketing, which would allow fans to discover and purchase tickets through everyday conversations on the messaging platform. AI-powered tools are also being developed to make finding events and buying tickets easier.

John Masembe, Business Operations Director at Quicket, said Kenya’s live entertainment scene had grown rapidly, with music festivals, food events, cultural gatherings and other experiences attracting large crowds.

“Quicket and Ticketmaster’s role is to help build the infrastructure behind that momentum, making it easier for organisers, artists, and venues to grow, connect with audiences, and scale live experiences across Kenya,” Masembe said.

Quicket is already working with major Kenyan event and experience brands, including Kilifi festival Beneath the Baobabs and food discovery platform EatOut.

The expansion also formalises Quicket’s presence in East Africa. The company has operated in the region since 2016, building local partnerships and experience in event ticketing and field services.

Ticketmaster South Africa Managing Director Justin Van Wyk said the partnership would combine Quicket’s understanding of the Kenyan market with Ticketmaster’s international reach.

For Kenyan event organisers, the arrival could offer a new way to reach audiences beyond the usual social media posts and word of mouth, while fans may gain a faster and more convenient way to secure a place at the next big concert, festival or food experience.