Taylor Swift is one of the biggest pop stars in the world, with millions of fans eagerly awaiting each new tour announcement. However, when Swift announces a new tour, it inevitably causes frustration and complaints from fans struggling to buy tickets through Ticketmaster.
What is Ticketmaster?
Ticketmaster is a ticket sales and distribution company that dominates the primary ticket market in North America. They sell tickets online and via phone for concerts, sports events, theater shows, and more. Ticketmaster has exclusive contracts with many large venues and artists to be their official ticket vendor.
This gives them control over initial ticket sales for in-demand events. Ticketmaster has been criticized over the years for high fees and other unpopular policies, but remains the primary ticketing option for major concerts and shows.
Why Taylor Swift Uses Ticketmaster
There are a few key reasons why Swift works with Ticketmaster to sell tickets for her tours:
1. Reach and Distribution Network
Ticketmaster has agreements with essentially all major venues where Swift performs on tour. This includes stadiums, arenas, amphitheaters, and theaters in cities across the United States and around the world. It would be incredibly challenging for Swift to book this wide range of venues without going through Ticketmaster.
Ticketmaster also operates one of the largest primary ticket distribution networks in the world. They have the website infrastructure and technology to handle extremely high demand events like Swift tours. The chances of technical issues or crash events are much lower using Ticketmaster compared to other options.
2. Advanced Sales Data and Marketing
Ticketmaster provides Swift and her management team with detailed sales data and analytics. This includes information on ticket purchases:
| Data | Use for Swift’s Team |
|---|---|
| Number and location of purchases | Gauge interest and demand in different markets |
| Purchase timing data | Optimize future tour marketing and on-sale dates/times |
| Type of tickets purchased | Set price levels and allocation for venues |
Access to this data allows Swift’s team to optimize tour planning, marketing, and pricing strategy for each market. Ticketmaster also provides targeted email marketing capabilities to fans who have purchased tickets to Swift’s shows in the past or registered interest.
3. Professional Support and Relations
Touring at Swift’s level is an incredibly complex business involving hundreds of people and multi-million dollar budgets. Working with an established partner like Ticketmaster provides Swift access to professional support and contacts across the live music industry that an independent tour would struggle to match.
Specifically, Ticketmaster provides Swift with high-level tour account managers who coordinate ticketing across all venues. They also negotiate contracts and payment terms on her behalf. These professional services are invaluable for smooth tour operations.
Pros of Using Ticketmaster for Swift’s Tours
In addition to their reach and capabilities, there are some other advantages for Swift in partnering with Ticketmaster:
Minimizes Ticket Scalping/Resales
Ticketmaster provides Swift with access to anti-bot and anti-scalping measures that help limit unofficial ticket resales. This includes strategies like dynamically pricing tickets, putting strict limits on ticket transfers, requiring ID/payment matching at entry, etc. While these don’t eliminate scalping entirely, they do help reduce it.
Wide Array of Ticket Products and Packages
Ticketmaster enables Swift to offer a range of specialized ticket products and bundles that she couldn’t easily do elsewhere. This includes VIP packages, meet-and-greet upgrades, custom merchandise bundles, platinum seating, priority entry, and more. These high-margin offers allow Swift to maximize revenue from her most dedicated fans.
Efficient Collection and Disbursement of Revenue
By selling directly through the primary Ticketmaster channel, Swift and her management team can more easily track and collect revenue from ticket sales. Rather than dealing with hundreds of independent vendors, Ticketmaster consolidates all payments and handles disbursement of Swift’s share of proceeds. This streamlines accounting and cash flow management.
Cons of Using Ticketmaster for Swift’s Tours
While Ticketmaster certainly provides major advantages, there are also some drawbacks and pain points associated with their service:
High Fees and Charges
Ticketmaster is notorious for the high fees they charge on every transaction. These fees include an order processing fee, service charge, and sometimes a facility charge or parking fee too. The fees can add 25-30% to every ticket price, angering many fans.
Difficulty Getting Tickets
The combination of high demand for Swift’s shows and Ticketmaster’s sales restrictions leads to a very difficult ticket buying experience. Fans complain of high prices, websites crashing, and tickets immediately popping up for resale at inflated prices. This frustration often gets directed back at Swift herself.
Limits Options for Superfans
With everything managed through Ticketmaster, there are fewer options available for superfans looking for rare experiences like listening parties, exclusive merch access, or meet and greets. Swift likely has to negotiate with Ticketmaster on any special fan offerings.
Reputational Damage
While Swift may not have total control over Ticketmaster policies, she faces backlash when things go wrong during ticket sales. Angry fans see high costs and lack of availability as Swift choosing to work with Ticketmaster over providing an optimal experience for her supporters.
Could Swift Sell Tickets on Her Own?
Some fans have wondered why Swift doesn’t leave Ticketmaster and handle tour ticketing entirely on her own. Is it feasible for someone of her stature to independently manage tour ticketing?
While it’s not impossible, it would come with enormous challenges and risks:
- Would need to hire an army of ticketing managers, marketers, and technical staff
- Difficulty booking certain premier venues without Ticketmaster deal
- Massive upfront invest to develop sales platform and infrastructure
- High risk of technical failures paralyzing on-sale dates
- Financial risk if tour dates underperform
Additionally, Ticketmaster likely requires tour artists to agree to use them at all venues under contract. Violating those terms could open Swift up to legal action.
So in summary – due to the huge logistical challenges and potential risks involved, it is extremely unlikely that Swift could efficiently handle ticketing entirely on her own at her current scale.
Could Swift Sell Through Other Ticketing Platforms?
If Swift wanted to avoid Ticketmaster but not self-manage, are there alternative ticketing platforms she could potentially use? This path would also come with challenges:
Smaller Platforms
Upstart ticketing platforms like Dice or Eventbrite do not have near the distribution reach or capabilities required for a massive stadium tour like Swift’s. Their technology likely can’t handle the traffic, and they don’t have existing relationships with the necessary venues.
AXS
AXS is one of the few ticketing competitors with infrastructure comparable to Ticketmaster. However, AXS still doesn’t have an agreement in place with every major venue. Certain markets would likely be unavailable. And their fees/policies are often similar to Ticketmaster’s, so the change may underwhelm fans.
Scalpers and Brokers
Some RB stars like Eric Church have forbidden Ticketmaster from selling their tickets, instead distributing them via fan clubs or local box office sales. However, these methods can lead to rampant scalping if not managed properly. Swift already struggles with scalpers, so opening the door further could create PR nightmares.
How Do Other Major Artists Sell Tickets?
While Swift sticks with Ticketmaster, how do other top music stars handle tour ticketing? Here are some examples:
| Artist | Ticketing Approach |
|---|---|
| Beyoncé | Uses Ticketmaster platform for major tours |
| Ed Sheeran | Tickets sold via Ticketmaster affiliates like AXS and local theater vendors |
| Harry Styles | Works with Ticketmaster on all arena and stadium dates |
| Bad Bunny | Tickets sold directly via Ticketmaster without fan presales |
| BTS | Tickets sold via Weverse app to verified fans + Ticketmaster |
As you can see, the majority of top pop artists sell through Ticketmaster and other affiliated vendors. BTS provides an interesting case study in using a proprietary app for fan presales before general public sales.
Could Swift Influence Change at Ticketmaster?
Rather than abandoning Ticketmaster entirely, could Swift and other artists push for change in Ticketmaster’s policies and fees? There are a few ways superstar artists could potentially exert influence:
Renegotiating Service Fees
For artists as big as Swift, their management teams likely have an opportunity to negotiate the Ticketmaster service fees attached to ticket sales. Lowering the fees on her shows could help reduce outrage while still maintaining the benefits of the Ticketmaster platform.
Demanding Fan Presales
By contractually requiring verified fan presales before general on-sale dates, Swift could provide her core supporters first access before scalpers jump in. While not a complete solution, this could help more fans get tickets directly.
Speaking Out
As one of the biggest touring artists in the world, Swift has an enormous public platform. If she publicly called for Ticketmaster (and the concert industry broadly) to treat fans more fairly, it could move the needle and force change over time. However, she would need to back up the talk by taking herself off the platform eventually if demands weren’t met.
Does Swift Deserve Blame for Ticketmaster Problems?
When Ticketmaster ticket sales descend into chaos during one of Swift’s tour announcements, the star often faces outrage and blame from disappointed fans. But how much responsibility actually falls on Swift’s shoulders versus Ticketmaster?
There are reasonable arguments on both sides:
Pro-Swift Perspective
- She doesn’t have full control over Ticketmaster fees, policies, tech
- Touring logistics at her scale are extremely complex
- Leaving Ticketmaster has major risks
- Swift offers pre-sales and lower cost tickets to help fans
- High demand for limited tickets makes problems inevitable
Anti-Swift Perspective
- She chooses to partner with Ticketmaster repeatedly
- Higher ticket face prices would reduce demand and fees
- Her team could negotiate better fan protections into deals
- Public criticism of Ticketmaster could help force change
- Re-evaluating tour scale could reduce ticketing headaches
There are good points on both sides of this debate. Swift is likely not blameless, but also faces constraints as a touring artist that fans may not fully appreciate. There is validity to many of the grievances from fans, even if Swift shouldn’t shoulder full responsibility.
Does This Issue Affect Swift’s Brand?
Despite her immense popularity, the ongoing Ticketmaster fiascos during Swift tour announcements do seem to have a small branding and reputational impact. Some potential negative effects include:
- Fan resentment and damage to her “pro-fan” image
- Public mockery when ticket sales go poorly
- Links Swift to an unpopular corporation (Ticketmaster)
- Reinforces narrative of her being “out of touch” or “greedy”
- Distracts from excitement around new music and tour plans
However, these impacts likely don’t make a material dent in her overall brand strength or loyal fanbase. Casual observers may see some negative headlines during ticket sale controversies, but it quickly fades as the tour kicks off. Swift’s connection to fans remains extremely strong in most respects.
How Could Swift Improve the Ticket Buying Experience?
Are there any steps Swift could reasonably take to help improve the ticket purchasing process for fans? Some possibilities include:
- Negotiate lower/capped service fees with Ticketmaster
- Add more dates in cities with highest demand
- Implement more robust verified fan presales
- Price tickets closer to market value to reduce speculation
- Speak out publicly against unfair industry practices
- Experiment with smaller, more intimate shows
- Bundle tickets with merch/album to limit scalping
Small tweaks likely won’t eliminate all problems given the huge demand. But a combination of incremental changes could help make getting tickets less stressful for her most loyal supporters.
Conclusion
Taylor Swift’s relationship with Ticketmaster is complex. While the ticketing giant provides her with invaluable reach, data, and tour management support, it also leads to a frustrating ticket buying experience for fans. There are reasonable arguments on both sides assigning blame – Swift is constrained by industry norms, but not powerless to effect change.
In an ideal world, Swift would stand up prominently against exploitative practices in the live music business. But realistically, her tours are unlikely to abandon Ticketmaster anytime soon. The combination of logistical lock-in, negotiating power, and risk avoidance makes major disruptions improbable. Still, there are small remedies Swift could pursue to ease fan headaches. Her immense popularity ensures that every tour will sell out regardless – the challenge is making the process less painful.
