Ticketmaster is changing tactics to sell the remaining 170,000 seats for 52 shows on TaylorSwift's 2023 Eras tour.
The decision to use Ticketstoday — originally built forin the early 2000s and sold to Live Nation in 2008 — would significantly reduce fan wait times and the potential for another site crash by gating off the most vulnerable parts of the ticketing platform to uninvited fans and bot attacks thought to be responsible for the disruption issues. Instead of making fans queue up again to order their tickets, this will essentially assign tickets to them based on their preferences.estimates Swift’s Nov.
The 170,000 remaining tickets not sold during the presale have a cumulative face value worth $37 million,Billboard estimates that she will have generated $591 million in the U.S. alone. Based on projection, Taylor would easily capture the title of Billboard Boxscore’s highest-grossing female touring artist of all time, topping the current title holder Madonna who’s Sticky & Sweet Tour currently holds the No. 1 slot grossing $407 million, and the number four slot on the all-times tour chart, currently topped by Ed Sheeran, whose Divide tour from 2017-2019 grossed $776.2 million.
Typically, Ticketstoday helps artists sell a small portion of their available tickets – usually about 8% per show — directly to their most loyal fans, much like a lottery system. Fans receive an email about a limited number of VIP or high demand tickets available for sale for an upcoming show, and then those who want to buy the tickets select a pricing option and provide their credit card information in advance.
While Ticketmaster stayed online during the attack and sold a record 2.2 million tickets in 12 hours, the site could barely handle the traffic created by 14 million fans and billions of bots the company claimed hit the site. This system using Ticketstoday will pace out the sales, and they will be processed away from the public, avoiding any similar potential issues. To determine which fans would get to participate in the upcoming sale, Ticketmaster used its Verified Fan platform .
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