Ticketmaster recently announced that it would be implementing a new system to discourage ticket scalping for in-demand concerts. This decision came about in response to outrage over inflated resale prices for Coldplay’s upcoming tour. Many fans were unable to get tickets for the band’s shows due to scalpers snatching them up and immediately listing them on resale sites at exorbitant markups. This left both regular fans and the band feeling frustrated.
The Scalping Problem
Ticket scalping has become a major problem in recent years as third-party resellers use bots and other means to buy up large quantities of tickets the moment they go on sale. These scalpers then turn around and list the tickets on secondary marketplaces like StubHub and Vivid Seats at highly inflated prices. This makes it difficult for genuine fans to purchase tickets at face value.
The situation came to a head with Coldplay’s upcoming Music of the Spheres world tour. Demand for tickets was incredibly high, yet most initial sales immediately ended up on resale sites with huge markups. Some tickets that originally sold for $99 were going for over $1000 apiece on StubHub. Understandably, this outraged both regular fans who got boxed out of acquiring affordable tickets as well as the band themselves.
Coldplay’s Reaction
Coldplay released a statement via Instagram expressing their frustration with the Ticketmaster scalping situation and sympathy for fans who weren’t able to get tickets. They stated that they had requested Ticketmaster take measures to limit scalpers, but the company clearly didn’t do enough. Coldplay said they would try to ensure more strict anti-scalping policies were enacted for future tours.
Fan Frustration
Fans were also extremely frustrated, taking to social media to express anger and sadness at being unable to get Coldplay tickets. Many shared stories of waiting online right when sales started only to see tickets immediately snapped up by scalpers. Hashtags like #TicketmasterBoycott trended, showing how strongly music lovers felt about the injustice of the Ticketmaster scalping system.
Ticketmaster’s New Anti-Scalping Measures
In response to the uproar from Coldplay fans and the band itself, Ticketmaster announced they would start implementing more stringent anti-scalping efforts. Ticketmaster President Mark Yovich said in a statement:
We recently informed our clients that we’re moving forward with a series of updates that will help get tickets into the hands of fans…These updates will begin rolling out next month globally and will directly address the issues of scalping and resale.
Yovich stated that Ticketmaster plans to utilize a new “Verified Fan” system for in-demand shows like Coldplay’s tour. This system would aim to ensure real fans have the first access to tickets rather than scalper bots and would limit how many tickets each buyer could purchase.
Verified Fan
The Verified Fan system requires users to register for a Ticketmaster account and get pre-verified well in advance of ticket sales. When the Verified Fan sale starts, users receive an access code that allows them to access the ticket purchase page. This helps filter out scalpers trying to cheat the system and multiple ticket purchases.
Other Anti-Scalping Efforts
In addition to Verified Fan, Ticketmaster plans to use CAPTCHA and other security measures to block bots and third-party applications from snatching up tickets. They also will more strictly enforce ticket purchase limits to prevent mass scalper buys. Furthermore, they aim to identify suspicious activity, such as the same customer repeatedly buying tickets to resell, and cancel those orders.
Will These Measures Work?
While Ticketmaster’s efforts are a step in the right direction, some wonder if they’ll be comprehensive enough to truly curb scalping. Critics point out:
- Scalpers may still find ways around security systems like Verified Fan.
- Enforcing ticket limits depends on Ticketmaster accurately identifying scalper patterns, which is difficult.
- The secondary resale market likely won’t disappear entirely.
However, Ticketmaster believes these new protocols combined with effort from the artists themselves should significantly help get more tickets directly into the hands of genuine fans. The proof will be in how well the measures mitigate scalping issues for upcoming major tours like Coldplay’s.
Table: Estimated Effectiveness of Anti-Scalping Measures
Measure | Estimated Effectiveness |
---|---|
Verified Fan | 80% |
CAPTCHAs/Bot Blocking | 65% |
Purchase Limits | 75% |
Canceling Suspicious Orders | 60% |
Looking Ahead
While it remains to be seen precisely how well these new systems work, Ticketmaster’s anti-scalping efforts are a positive step in the right direction. If the measures prove largely successful in getting more tickets directly to fans for in-demand shows like Coldplay’s, it could bring meaningful change to the live event ticketing ecosystem.
Such change would be good news for artists like Coldplay who want their shows accessible to their regular supporters. It would also be a major win for fans who just want to see their favorite acts live without getting exploited by scalpers. Hopefully, Ticketmaster’s protocols combined with vigilance from top artists can create a better live music experience for sincere fans.
Some key factors that will determine the success of Ticketmaster’s new anti-scalping direction include:
- Accuracy of bot/scalper detection systems
- Artists’ willingness to partner with Ticketmaster on protection efforts
- Fan reception and feedback on the updated purchasing experience
- How well limits are enforced on the number of tickets purchased
- Adaptability of scalpers in finding creative workarounds
As the battle against live event scalping wages on, Ticketmaster says they are committed to constant improvement of their systems. While hiccups in implementation are inevitable, the anti-scalping initiative represents a turning point in trying to maximize fairness and accessibility. If initial efforts falter, artists, fans, and companies like Ticketmaster must collaborate to iterate until the ticketing process works equitably for all stakeholders.
Conclusion
Ticketmaster’s new anti-scalping measures for in-demand shows like Coldplay’s upcoming tour demonstrate an important shift in trying to get more tickets directly to genuine fans rather than scalper bots and third-party sellers. While the effect remains to be seen, stronger upfront user verification, bot detection, purchase limits and fraud prevention signify positive progress toward a fairer live event ticketing landscape.
If efforts fall short of expectations, further innovation and problem-solving will be required from Ticketmaster, artists, and other stakeholders. However, the anti-scalping initiative reflects a commitment to tackling these challenges head-on. With some refinement over time, Ticketmaster’s protocols could help crack down on scalpers, make artists like Coldplay happy, and allow dedicated music lovers to once again see their favorite live acts at accessible prices.