Live Nation and Facebook have officially launched their Official Events space, using Ticketmaster's database so Live Nation-promoted events can be automatically imported to artists' Facebook pages as "Official Events," enabling fans to directly connect with Ticketmaster to purchase confirmed tickets. Ticketmaster's Cole Gahagan says the objective of the venture is to improve the fan experience by making the discovery and purchasing process as frictionless as possible. The official designation ensures users they are seeing accurate and reliable information that will take them rapidly through the discovery and buying process, and one benefit for buyers is that once a fan "joins" or "saves" an event, it will automatically transmit a notification of onsales and other pertinent event information. In addition, the four shows in closest proximity to a fan will be displayed on the artists' Events page. Gahagan says the partners' strategy is to guarantee that both parties are directing users toward having more information and being as informed as possible about events and shows. "The satisfaction of knowing a fan is well-informed means there's a higher probability that that will convert into a sale, whether they buy on the primary market or a resale ticket," he notes. Tickets will be available for purchase not just through Ticketmaster using Official Events, but also via secondary market resellers.