Pandora & TicketFlyInternet radio service Pandora has entered into an agreement to purchase live events company Ticketfly. That transaction is reportedly valued at $450M.

Announcing the news Wednesday on the company’s blog, Pandora founder Tim Westergren wrote the acquisition would allow Pandora to offer a new music discovery vehicle that connects consumers, artists and promoters.

Westergren referred to the acquisition as "the perfect solution for listeners, artists, promoters and club owners, bringing the power of scale and personalization to bear on the working musician’s most intractable problem."

The acquisition gives Pandora some much-needed diversity in its toolkit. The world’s largest streaming service still boasts an audience larger than Spotify — about 81.5 million active listeners as of 2014 — though the company’s only revenue source had been its paying subscribers, which now accounts for fewer than 5% of its active listeners. The company claimed revenues of $920 million last year, a slight dip from the year prior.

In buying Ticketfly, Pandora will be able to effectively target its legion of music fans for marketing purposes, regarding concerts the company knows its listeners would enjoy. According to a Wednesday release, Pandora’s new platform “will enable artists and promoters to sell out more shows and will strengthen the bond between artists and their fans.”

Founded in 2008, Ticketfly quickly became a pioneer in the sales of online tickets for the live events industry, offering ticket sales, digital marketing and analytics software for about 600 websites and 1,200 venues across the country. Last year the company was responsible for about 16 million ticket sales to more than 90,000 events.