Live Nation Entertainment-owned Ticketmaster has unveiled a new initiative to help promote emerging acts.

Ticketmaster Rising, which is partnered with the Mayor of London’s Busk In London campaign, brings together videos, songs and sketches from undiscovered talent from across the UK.

Fans are able to discover new talent and buy albums, gig tickets and merchandise through its website. Artists can even be booked through the site.

Ticketmaster MD Andrew Parsons (pictured) said: “As a brand we go beyond ...