A Ticketmaster lead booker event is a special type of event hosted on the Ticketmaster platform designed to give certain Ticketmaster clients preferential access to tickets for high-demand shows and concerts. The lead booker designation allows these clients to purchase tickets directly from the venue or artist before the general on-sale, giving them first choice of seats and avoiding sell-outs.
Who Can Be a Lead Booker?
Lead booker status is only granted to certain Ticketmaster clients, usually based on the client’s ticket sales history and business relationship with Ticketmaster. Typical lead bookers include:
- Promoters – Companies that organize and promote live events.
- Venues – Stadiums, arenas, theaters, clubs that host live events.
- Artist Management – Managers representing musicians, comedians, speakers, etc.
- Fan Clubs – Official fan clubs run by or in partnership with artists.
- Radio Stations – Especially major radio stations with a large listener base.
- TV Networks – Particularly networks airing awards shows, music competitions, etc.
- Corporate Clients – Large companies purchasing tickets for employee/client entertainment.
These clients have established themselves with Ticketmaster as frequent and high-volume ticket buyers. Granting them lead booker privileges allows Ticketmaster to better serve their biggest customers.
Applying for Lead Booker Status
Interested clients cannot simply sign-up to become lead bookers. They must formally apply through their Ticketmaster sales representative and be approved by Ticketmaster based on criteria like:
- Average monthly/annual ticket purchases
- Number of events worked with Ticketmaster
- Types of events tickets purchased for
- Length of business relationship with Ticketmaster
- Credit and financial standing
Venues typically have the easiest path to lead booker status, as Ticketmaster wants to maintain strong ties with important venues. Promoters, management companies, and other clients generally need a longer track record with Ticketmaster to qualify.
Privileges of Lead Bookers
Once approved as lead bookers, clients gain access to:
- Pre-sales: Ability to purchase tickets before general on-sales, during presales typically 1-7 days before the public.
- Holdbacks: Blocks of tickets “held back” from the initial on-sale exclusively for lead bookers.
- First pick of seats/tickets: Lead booker orders filled before regular fan orders.
- Discounted service fees: Lower Ticketmaster service charges on tickets purchased.
- Dedicated support: Priority customer service and a designated account manager.
These privileges give lead bookers early and exclusive ticket access, ensuring they can purchase prime seats before sell-outs. It benefits artists and venues by guaranteeing ticket sales to trusted partners.
How Lead Booker Events Work
Lead booker events are private listings on Ticketmaster where lead bookers can purchase tickets during presales and access holdbacks before the general public. Here is how it works:
- The artist, promoter, or venue contracts with Ticketmaster to sell tickets. They allocate a set number of tickets for lead bookers.
- Ticketmaster creates a special event listing just for approved lead bookers 1-7 days before the public on-sale. This listing is invisible to the general public.
- The venue, promoter, artist management sends Ticketmaster’s lead booker event link to their network of lead bookers such as radio partners, fan clubs, sponsors etc.
- Lead bookers purchase tickets during the 1-7 day lead booker presale using the special link and unique presale password.
- Any held back tickets are also loaded into the lead booker listing for purchase before the general on-sale.
- Once lead booker presales and holdbacks end, any remaining tickets go onsale to the general public.
This system allows Ticketmaster to serve its valued clients while keeping the regular ticket buying process intact for fans.
Benefits to Artists, Promoters, Venues
Lead booker events allow Ticketmaster partners to provide tickets to key contacts who promote and fill seats for their events. Benefits include:
- Guaranteed Sales: Lead bookers commit to purchasing blocks of tickets, taking them off the market.
- Pre-Buzz: Early ticket access motivates radio, media partners to promote events sooner.
- Fan Presales: Artist fan clubs can run presales to reward loyal followers.
- Sponsor Perks: Corporate sponsors can purchase tickets as part of sponsorship deals.
Having a group of reliable ticket buyers makes marketing and planning events easier for promoters. It also builds stronger partnerships across the industry.
Benefits to Lead Bookers
Lead booker status provides Ticketmaster’s clients with valuable perks:
- Better Seats: First pick of the best available seats and tickets before sell-outs.
- More Tickets: Larger allocations and held back tickets unavailable to the public.
- Fair Pricing: Escape inflated secondary market prices from resellers.
- VIP Access: Enjoy exclusive ticket lotteries, early venue entry, or meet & greets.
- Client Entertaining: Corporations can purchase prime seats for employees/clients.
For promoters, artist teams, and corporate partners, lead booker status is vital for securing hot event tickets. Fans see benefits too through artist fan club presales.
Examples of Lead Booker Events
While lead booker listings are private and exclusive, there are many examples of high-profile events utilizing Ticketmaster’s lead booker system:
Artist | Venue | Tour |
---|---|---|
Taylor Swift | SoFi Stadium | The Eras Tour |
Bad Bunny | Dodger Stadium | World’s Hottest Tour |
Red Hot Chili Peppers | Empower Field at Mile High | 2023 Global Tour |
Lady Gaga | MetLife Stadium | The Chromatica Ball |
Elton John | Gillette Stadium | Farewell Yellow Brick Road |
These stadium tours from major music artists use lead booker listings to coordinate presales and allocations for groups like fan clubs, tour sponsors, VIP packages, and more. It allows the artists and promoters to strategically manage ticket sales leading up to public on-sales.
Other examples include comedy festivals like Just for Laughs, Austin City Limits, major sports leagues offering ticket packages, and awards shows like the Grammys or VMAs. Corporate clients also frequently use lead booker access to purchase tickets for employee rewards, sales incentives, or client entertainment.
Controversies Around Lead Booking
While accepted as an industry practice, lead booking has faced some controversies over the years – especially for high demand shows where tickets immediately sell-out:
Limits Fan Access
With tickets tied up in presales and holds, fewer seats may be available to the general public, fueling complaints about lack of access. Fan clubs and artist team presales generate less criticism, but corporate holds in particular can limit everyday fan ability to buy tickets.
Enables Scalping
There have been issues with promoters, brokers, or other lead bookers misusing their privileged ticket access to scalp seats at inflated prices. These unethical operators take advantage of fan demand, distorting the ticket market.
Lack of Transparency
Because lead booker events operate privately, fans have limited visibility into how many tickets are allocated for presales vs. the general public. More transparency could ease some access concerns.
Despite controversies, lead booking remains popular for managing high-demand shows. Solutions like fan club presales, sponsored ticket giveaways, and stricter limits on broker holds can help balance access. Overall, lead booker programs allow Ticketmaster, venues, artists, and promoters to serve their best clients while still offering the general public tickets at on-sale.
Conclusion
Ticketmaster lead booker events give qualified clients early access to purchase tickets for top concerts, shows, and sporting events. This system benefits venues, promoters, and artists by guaranteeing ticket sales through presales and holdbacks for key partners who promote and fill seats at events. It provides valuable privileges to lead bookers as well. While lead booking has faced criticism around fair access, added transparency, limits on broker activity, and fan-focused presales can help mitigate issues. Lead booker programs remain an important part of the live event ticketing ecosystem.