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Who’s to blame for Taylor Swift’s Ticketmaster debacle?

After overwhelming demand for Taylor Swift tickets caused a meltdown at Ticketmaster, many outraged fans demanded an investigation and reforms at the ticket giant. Even Swifty has since asked: some responsibility?

Some fans faced countless error messages, others waited hours in Ticketmaster’s virtual queues, but after pre-sales for Swift’s Eras tour began on November 15, the price became affordable. Some fans noticed that there were no tickets left for . $49 to $449 US ($65 to $597 Cdn), on the resale market he skyrocketed to $28,000 US.

“We don’t want to think that our favorite musicians are complicit in corporate greed…it’s much easier to find the villain,” said industry writer Eriq Gardner, former The Hollywood Reporter, Entertainment, Inc. I write for Puck, a financial and technology site. .

This is a role Ticketmaster has accepted, admitting its website was ill-equipped to handle traffic from millions of humans and bots.

Swift has received far less attention and criticism.

Three days after the ticket debacle, she said there were “many reasons” for it, but only that Ticketmaster couldn’t keep up with demand.

Swift is pictured receiving the best video award at the European MTV Awards 2022 in Düsseldorf, Germany on November 13, two days before Ticketmaster’s site crashed. (Martin Meissner/Associated Press)

In a statement, Swift said, “We are trying to figure out how we can improve this situation.

Experts see many ways.

“If there’s a problem in the market, some artists really need to do something about it,” Gardner told CBC News. “If Taylor Swift stood up and said, ‘I want a better solution,’ Ticketmaster would notice it.”

Artist power over tickets

Long before tickets go on sale, entertainers, their promoters, and ticketing partners negotiate the number and price of tickets they need to sell, and negotiate price ranges, different groups (verified fans, certain credit card etc.). -Holders and Guests – Whether to allow resale.

“Artists, Ticketmaster, promoters, venues, organizations, they don’t work in isolation,” said the president and CEO of the International Ticket Association, of which Ticketmaster and some of its staff are members. says Maureen Andersen.

“It’s a bit like attacking [on] D-Day and the Normandy landings – all of this is solved together. “

Fans hold up tickets to Swift’s performance at the Olympia Theater in Paris on September 9, 2019. (Benoit Tessier/Reuters)

Resale is a fundamental problem. If scalpers can be discouraged from taking advantage of specific shows and tours, systems like Ticketmaster are much less likely to be overwhelmed by hordes of ticket-eating bots.

Also, artists, especially those with as much stardom as Swift, can demand measures to ban or limit resale.

For example, pop star Ed Sheeran does not allow his tickets to be resold above “face value,” or the original price. In 2017, the singer took the unusual step of voiding 10,000 tickets that had been resold at inflated prices, giving those fans the opportunity to purchase new tickets at face value.

Some people use various methods, such as printing the purchaser’s name on the ticket, but this must match the owner’s identification.

Miley Cyrus and Adele asked concert-goers to show the credit card used to purchase the tickets. Pearl His Jam tickets are non-transferable, except in exchanges between fans. Black Keys has ordered her Ticketmaster to void resold tickets and shun fans holding them. Tickets for country star Eric Church’s shows aren’t shipped until 24 hours before each show to ensure that buyers are genuine fans of her.

Pop star Ed Sheeran has a strict “ethical resale” policy for his show tickets. Sheeran performing at the Rock and Roll Hall of Fame induction ceremony in Los Angeles on November 5. (Mario Anzuoni/Reuters)

“criticism absorber”

“[Swift] One of the most popular and powerful artists in the world. She could do whatever she wanted,” said music writer and radio host Alan Cross. An ongoing history of new music.

“As far as we know, she spoke to Ticketmaster and said, ‘Can you handle the request?’ And that’s where it ended.”

Fans watch Swift’s performance on October 31, 2015 in Tampa, Florida. Swift’s Eras tour is set to begin on her March 17th. (Tim Boyles/Getty Images for TAS)

It’s unclear if Swift’s sales involve Ticketmaster’s controversial “dynamic pricing” system, which raises or lowers prices at any time based on demand. Ticketmaster did not respond to CBC News’ request for comment.

According to Cross, many artists set their tickets cheaply to avoid appearing greedy or out of reach for fans, so the dynamic pricing system will Even if fans are willing to pay more, they’re sure to make a profit instead of that money going to scalpers.

“The perception of greed is transferred from artists to Ticketmaster, and they take responsibility,” he said. “It’s designed to absorb criticism.”

But, like when fans of Harry Styles, Bruce Springsteen and Blink-182 complained about the decision to use dynamic pricing earlier this year as ticket prices skyrocketed beyond their reach, artists It can also backfire for you.

Ticketmaster, which is now beefing up its system before resuming sales of Swift’s tours, is facing heavy scrutiny from lawmakers and regulators, with parent company Live Nation Entertainment, which it merged with in 2010. face new demands for separation from

Sen. Amy Klobuchar, chair of the subcommittee on competition and consumer rights, promised a hearing to “investigate a lack of competition in the ticket industry,” and the Justice Department launched an antitrust investigation. reported the New York Times.

Industry watchers believe these surveys will shed light on how Ticketmaster operates and better understand how many tickets fans actually have available, why prices keep fluctuating, and who’s to blame when they struggle to buy. I hope to provide some insight.

In the meantime, they will be watching to see what lessons Swift takes from this story and how they benefit ticket-buying fans in the future.

A woman buys tickets at an arena in Miami on Nov. 18. (Joe Radle/Getty Images)

“I think it’s up to her and her rep to give an answer. [to what went wrong] Advocate for change for the better, and if there are alternatives in the market, consider them,” said Gardner.

“Ticketmaster competitors may come along, but next time I won’t make a fuss about this situation.”

Listen | Ticketmaster Issues:

front burner29:14Trouble with Ticketmaster Taylor Swift

Last week, Ticketmaster pre-sales for Taylor Swift’s Eras tour went quickly, with the site crashing, many people waiting in online queues for over eight hours, and ticket prices on secondary sales sites such as Stubhub exceeding US$40,000. I was confused. This isn’t the first incident to spark widespread outrage against Ticketmaster. The extremely high prices for Blink-182 and Bruce Springsteen concerts are one of his sore spots. But the Swift debacle has shed new light on the company’s de facto monopoly over wide swaths of the live music industry, prompting many, including several U.S. lawmakers, to call for an investigation and dismantling of the company. has become Jason Koebler, Editor-in-Chief of Motherboard, VICE’s technology site, joins Front Burner today to analyze all of this.

Who’s to blame for Taylor Swift’s Ticketmaster debacle?

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