Outernet Live rebrands HERE, appoints Ticketmaster as official ticketing partner

Outernet London just rewired its flagship venue in a way that will be felt by anyone who sells, buys, or measures live music outcomes in London. The space formerly branded as HERE will now operate as Outernet Live, and the venue has appointed Ticketmaster as its official ticketing partner. Ticketmaster will assume responsibility for all Outernet Live digital ticketing operations in the coming weeks. In other words: the audience experience is about to get a new front door, not just a new sign.

That matters because Outernet Live is not a small experimental project. Located near Tottenham Court Road station, the rebranded venue has a capacity of 2,000 and is described as the largest purpose-built venue to open in central London since the 1940s. Launched in late 2022, it has already hosted headline performances from Charli xcx and 5 Seconds Of Summer. So this is not a minor tweak. It is a real integration moment, with Ticketmaster positioned to help Outernet Live “grow its audience, deepen fan engagement and deliver a seamless experience,” as Ticketmaster U.K. managing director Sarah Slater put it.

Zoom out and the move looks like strategy, not branding theater. Outernet Live sits within the wider Outernet district, which includes the basement room The Lower Third and the flagship The Now Building with four-story, 360-degree screens. Those screens have been used for immersive events featuring artists and moments such as Oasis, Madonna, Louis Tomlinson, and The BRIT Awards. That’s important context for boards and operators because the venue is not only competing on tickets. It is competing on “discovery,” the shareability of moments, and the ability to make an event feel bigger than the room.

Now add the operational layer that executives tend to care about most: who controls the customer journey. According to the press release, the Ticketmaster partnership is expected to benefit from Ticketmaster’s marketing and flexible technology, and to drive further discoverability toward Outernet Live. In plain English, that is a promise that Ticketmaster will help the venue get found, not just help transactions clear. For decision-makers, this is the difference between a ticketing vendor and a growth channel. Digital ticketing is also a data and merchandising engine, even when it is framed as “seamless experience.”

The rebrand also comes with a management signal. In January, Outernet London unveiled a partnership with Legends Global, which has supported on venue management operations including programming and premium sales. Legends Global built a dedicated in-house programming team to support Outernet, and it is revising the food and beverage offerings for fans at each venue. Outernet Live CEO Philip O'Ferrall is framing the next phase as a programming upgrade and a “rebirth” of the music venue, saying Outernet Live is developing “a whole new programming strategy” with its in-house programming team and Legends Global, and that it will “supercharge the lineup.” He also pointed to programming mechanics like “more underplays” and special shows like Primal Scream, plus increased use of the screens to support artists during performances.

That programming language is not random. For venues competing in a crowded London live landscape, underplays and special formats can stretch revenue per gig and increase repeat visits, especially for fans who treat live shows like a calendar sport. And the screens are an advantage that a ticketing partner can amplify, since marketing, creative assets, and event merchandising often scale with platform reach. If Ticketmaster is positioned to drive discoverability, that can convert more top-of-funnel attention into seats, especially for formats that are harder to market with generic “tour dates” alone.

Looking at the roster being put on stage, the venue’s calendar reinforces that it is aiming for both mass appeal and fan culture credibility. Artists set to play Outernet Live this year include Young Miko, dance duo Two Shell, Joshua Idehen, and Scottish rock outfit Primal Scream. Primal Scream will perform their sixth studio album XTRMNTR in full for two nights in September, on 15 and 16. In a market where “every venue has a lineup,” the differentiator is how a venue packages that lineup into experiences that feel distinct. Here, the combination of rebrand, Ticketmaster ticketing operations, Legends Global programming, and the Outernet district’s screen-first identity is the package.

Second-order implications for other executives are pretty clear. If a central London venue of this scale hands digital ticketing responsibility to Ticketmaster, it is effectively aligning marketing reach, tech capabilities, and transaction data under one umbrella. That can accelerate growth, but it also increases dependency on a single distribution and marketing system. For boards and leadership teams at competing venues, the strategic question is whether they are investing enough in their own funnel, not just their show list. For everyone in the live ecosystem, Outernet Live’s shift is a reminder that in 2026, the battle is not only for artists. It is for the audience, from search to checkout to the moment fans share what they just did.