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As tickets for pop star Madonna's latest concert's go on sale and her fans clammer to get hold of them, the singer famous for innovation, has done it again. For the first time a major performing artist has struck a deal with secondary ticketing agents Viagogo - who let fans trade tickets in an online auction just like ebay - or as Eric Baker, Viagogo's CEO puts it - cutting out the middle man. SOUNDBITE: Eric Baker, CEO Viagogo saying (English): "So rather than dealing with someone to go see Madonna at Wembley who might be wearing a hoody on a street corner and you'd have no clue you can now come online to Viagogo you know you are actually going to get the ticket that you bought." Viagogo's mission is to make the market place for second hand tickets safe and transparent. SOUNDBITE: Eric Baker, CEO Viagogo saying (English): "Fans can price tickets however they wish so it could be above face value, below face value. Whatever price the market will bear but the key difference is that before you had Viagogo and go and you deal with these touts on the street corner you have no transparency, you cant compare prices or locations, they look at you and you say you want a ticket, what's the price and they look at you and try and figure out the highest number they can say without your head exploding. When to come to Viagogo you can compare and what happens is that it not only makes it safe and secure but it brings the prices down from what they would be on the black market." Madonna's latest tour will see her playing nine dates across Europe in August and September and with tickets already trading at nearly $2000 it seems the markets will be a lively one. Stuart McDill, Reuters