Ticketmaster’s pre-sale push for Slipknot has driven the heavy metal band’s new album to number one for the first time in 18 years in the UK, Ireland and Italy.
Fans were given primary access to tickets for Slipknot’s upcoming tour if they pre-ordered the new album, We Are Not Your Kind.
Those who bought the album were given a code to access the tickets before they go on general sale next week.
Cory Brennan from 5Bam Management, which manages the band, said, according to IQ Mag: “When the heat was on and Slipknot was neck-and-neck with Ed Sheeran for the number one album, that’s when our long-term business partners at Roadrunner Records, Live Nation and Ticketmaster turned up the gas and worked in unison.”
Mark Jansen, senior director of artist services international at Ticketmaster, said the company runs “over 100” pre-sale campaigns each year in the UK, and that they are becoming “increasingly popular across Europe”.
He added: “It’s a commonly used artist pre-sale mechanism and really helps to strengthen the bond between the live and recorded music sectors.
“As well as coordinating the operational side of getting these tickets on sale, we’re now the go-to when an artist wants to reach their biggest fans ahead of an album and tour launch.”