Industry News

Taylor Swift ticket sales dubbed a “mega disappointment”

Taylor Swift ticket sales have been a “mega disappointment” according to a music industry insider who rubbished Ticketmaster’s claims that its Verified Fan platform is securing seats for real fans.

According to the New York Post newspaper, Swift has so far failed to sell out any of her 33 North American ‘Reputation’ dates, which went on sale on December 13. In contrast, her ‘1989’ concerts in 2015 all sold out within minutes.

At the time of the tickets going on sale, Ticketmaster said it was heralding a new ‘slow ticketing’ model in which prices would be higher, choice for consumers would be greater and there would be no instant sellouts.

However, some believe the sales figures are a sign of failure rather than success.

“Sales so far have been a mega disappointment,” one music industry insider told The Post. “There are hundreds if not thousands of tickets left for every show.”

The Post cited one Swift fan who said they paid $500 for seats that cost just $150 in 2015.

Taylor Swift Tix, a variation on Verified Fan by which fans can increase their likelihood of obtaining tickets by purchasing merchandise and completing other actions, has also proved unpopular with many. Music blogger Bob Lefsetz called Taylor Swift Tix “a tone-deaf scam” that amounts to “upselling with a theoretical benefit” rather than a guarantee of better seats.

However, by charging higher prices and blocking out scalpers, Swift and her tour promoter Louis Messina could fatten their coffers by as much as $1.5m (£1.1m/€1.2m) per show, according to an estimate in Billboard.

IMAGE: Eva Rinaldi