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As the future looms for Ticketmaster, the industry is watching closely to see what moves they will make to continue success after Live Nation leaves and goes from being their #1 provider of income to their #1 competitor. While Ticketmaster remains the top event entertainment website, they will have to deal with Live Nation becoming active in primary, secondary, fan club, VIP, presale and other developing ticket markets through its own website. Ticketmaster has responded with making some deals, including its purchase of secondary ticket vendor TicketsNow, which is helping them capitalize on a small, yet flourishing sector of the ticket market. While executives of Ticketmaster say they will never count out becoming a risk-taking company and look to make artist-exclusive deals and become a promoter, they say their primary source of revenue will still from ticket service charges. They are confident that their core strengths as a company will continue to bring them success in a competitive market.