Ticketmaster Apologizes to Taylor Swift and Her Fans for Sales Debacle

Ticketmaster has formally apologized to Taylor Swift and her fans for the ticketing situation that left millions frustrated and upset this week. The company’s apology came in a statement issued on Friday night, about half a day after Swift expressed her anger over the fiasco in a furious post, describing herself as “pissed off”. about a “complicated” situation and apparently lays the blame for the headlining problems at the feet of Ticketmaster.

In their statement late on Friday, the company wrote: “We try to make buying tickets as easy as possible for fans, but that was not the case for many people trying to buy tickets for Taylor Swift’s ‘The Eras’ Tour. First of all, we want to apologize to Taylor and all her fans – especially those who had a terrible experience trying to buy tickets. ”

Much of the lengthy statement contained in a tweet issued by Ticketmaster at around 11pm ET on Friday was identical to one the company had published and then deleted on Thursday – but now with an apology newly installed at the beginning. The previous day’s version of the “explanation” which has since been revised did not include any apology language, further upsetting many fans before it was removed from the website Ticketmaster.

Even now, the statement focuses on statistics that show that the demand for tickets was not expected, and builds on the sale as a success story in the majority and a breaker, the revealed that, although there were problems, “2 million tickets were sold on.” Ticketmaster… on November 15 – the most tickets ever sold for an artist in one day.”

That Ticketmaster had to change its previous defensive position to accept an apology inevitably after Swift expressed her displeasure with the company on Friday morning. In a statement on her Instagram Stories, Swift wrote, “I’ve internalized so many elements of my career. I’ve done this specifically to improve the quality of my fans’ experience by doing it myself with my team who care as much about my fans as I do. It’s really hard for me to trust an outside entity with those relationships and loyalties, and I find it comforting to just see mistakes happen by chance.”

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Although Swift did not name Ticketmaster in her statement, she did refer to “them” which left it unclear who she was referring to. “There are a number of reasons why people have had such a difficult time trying to get tickets and I’m trying to figure out how to improve this situation moving forward,” she wrote. I’m not going to make excuses for anyone because we asked them, many times, if they could handle this kind of request and we were sure they could. It’s really amazing that 2.4 million people got tickets, but it amazes me that many of them feel like they went through several bear attacks to get them.”

In the amended statement released on Friday night, Ticketmaster still heavily emphasized the positive, arguing that the Verified Fan program, which adds extra steps to getting in queue for tickets, has been particularly successful in keeping tickets from going to scalpers. “Less than 5% of tickets for the tour were sold or posted for resale on the secondary market,” the company said. “On-sales that do not use Verified Fan typically see 20-30% of inventory end up on secondary markets. ”

Ticketmaster’s statement, titled “Taylor Swift The Eras Tour Onsale Defined,” can be read in full here. (The earlier version of Swift’s apology can still be seen in the Music Business Worldwide story here.)

In a reiteration of its previous language, Ticketmaster suggested that its ticket distribution was not “perfect,” not too far towards criminality. “The biggest venues and artists turn to us because we have the leading ticketing technology in the world – that doesn’t mean it’s perfect, and clearly for ‘The Eras Tour’ Taylor Swift’s on-sale was not. But we are always working to improve the ticket buying experience. Especially for high demand on sales, which continues to test new limits. We are working to finalize our technology for the new custom bar set for Taylor Swift’s ‘The Eras’ Tour. As soon as we get through that, if there is a next step, updates will be shared accordingly.”

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The company announced earlier this week that the general public on-sale for the Swift ride was being canceled altogether, as there was so little inventory left after pre-sales. -card Verified Fan and Capital One most of the tickets available for the 52 US. the stadium shows that the singer is registered for next summer.

Ticketmaster also claimed that it would be impossible to meet the demand for Swift tickets. “Based on the amount of traffic to our site, Taylor would need to do more than 900 stadium shows (nearly 20x the number of shows she’s doing),” the company wrote in its statement. stadium every night for the next 2.5 years.” The company did not say exactly what kind of site traffic it measured to come to the conclusion that Swift would need to sell out nearly a thousand consecutive stadium shows to meet US demand.

Friday night was a busy one for both Ticketmaster and Live Nation in terms of public relations. The two related companies (Live Nation parent Ticketmaster) almost simultaneously issued statements defending themselves amid heated disputes that have reached boiling point this week, although Ticketmaster was in a position to apologize for the Swift session.

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Live Nation’s completely unapologetic statement late this evening was in response to reports that the Department of Justice was looking into antitrust cases with the companies, and came after a near fall in Live Nation’s shares. up 8% in Friday trading before closing at $66.21.

In its own, separate statement defending Ticketmaster’s policies and practices, Live Nation wrote that there was nothing untoward in the company’s massive dominance, asserting, “Ticketmaster has a large share of a major market of ticketing services because of the huge gap between the quality of the Ticketmaster system and the next best primary ticketing system. The market is becoming increasingly competitive however, with competitors making aggressive offers to institutions. That Ticketmaster remains a leader in such an environment is a testament to the platform and those who run it, not to anti-competitive business practices. We innovate and invest in our technology more than any other ticketing company, and we will continue to do so.”

Although complaints have come in about Ticketmaster’s aggressive move to host resale tickets on its own site, Live Nation wrote, “Secondary ticketing is extremely competitive, with Ticketmaster competing with StubHub, SeatGeek, Vivid and many others. No serious argument can be made that Ticketmaster has the kind of market position in secondary ticketing that supports antitrust claims.”

Live Nation announced a potentially surprising deal with one idea that was often broken by confused fans, that the many additional fees applied for to combine all ticket sales into one price that users can see. Live Nation “strongly advocates for full pricing so that fans are not surprised by what tickets actually cost,” he said in a statement.

It remains to be seen whether Live Nation’s stock will advance next week or go on — as Taylor Swift might say — “bear attacks.”


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