Ticketmaster apologizes to Taylor Swift and her fans for sales failure

Ticketmaster Apologized formally Taylor Swift His fans for the ticketing situation left millions disappointed and outraged this week. The company’s apology came in a statement released Friday night, half a day after Swift expressed her anger about the fiasco in a scathing post. Headline-making problems at Ticketmaster’s feet.

In its statement late Friday, the company wrote: “We try to make ticket purchasing as easy as possible for fans, but this is not the case for many trying to purchase tickets for Taylor Swift’s ‘The Eras’ tour. First, we want to apologize to Taylor and all of her fans — especially for the bad experience trying to purchase tickets.” those who received

The lengthy statement, attached to a tweet sent out by Ticketmaster around 11pm ET on Friday, was similar to one the company released on Thursday and later deleted — but now with a newly marked apology at the beginning. The previous day’s version of the revised “description” contained no apologetic language, further angering many fans before it was removed from Ticketmaster’s website.

Even now, the report focuses on statistics indicating that demand for tickets was unexpected, and describes sales as largely a success story and a record, despite problems, with “2 million tickets sold. Ticketmaster … on November 15 – Most tickets sold in one day for an artist.

It was inevitable that Ticketmaster would reverse its previously defensive stance and apologize. In a statement on her Instagram Stories, Swift wrote, “I’ve brought many elements of my career in-house. I’ve done this to improve the quality of my fans’ experience, and I’ve done it with my team who care as much about my fans as I do. It’s very difficult for me to trust an outside company with these relationships and loyalties, and any help It pains me to see mistakes happening without.

Although Swift did not name Ticketmaster in her statement, she did refer to “them” without leaving any doubt as to who she was referring to. “There are many reasons why it has been so difficult for people to get tickets, and I am trying to figure out how to improve this situation,” he wrote. “I’m not going to make excuses for anyone because we’ve asked them many times if they can handle such requests, and we’ve been assured that they can. It’s really amazing that 2.4 million people got tickets, but it pains me to feel that many of them went through so many bear attacks to get them.

In a revised statement released Friday night, Ticketmaster was still heavily emphasizing the positives, arguing that the verified fan program, which adds extra steps to queuing for tickets, has been particularly successful in keeping tickets out of the hands of scalpers. “Less than 5% of tickets for the tour have been sold on the secondary market or released for resale,” the agency noted. “Typically 20-30% of inventory that doesn’t use a verified fan ends up in secondary markets.”

Ticketmaster’s report titled “Taylor Swift’s Eras Tour Onsale Explained” can be read in full. Here. (An earlier version didn’t apologize to Swift in yet another music business global story Here.)

In its previous language, Ticketmaster suggested that the issuance of their tickets was not “proper,” without going too far toward the offense. “The biggest venues and artists turn to us because we have the world’s leading ticketing technology – that doesn’t mean it’s perfect, Taylor Swift’s ‘The Eras Tour’ isn’t on sale. But we’re always working to improve the ticket buying experience. Especially for the high demand in sales that constantly test new limits. Taylor Swift’ We are working on developing our technology to meet the new bar set on demand by The Eras’ Tour and once we achieve that, updates will be shared accordingly on the next steps, if any.

The company announced earlier in the week that the general-public sale for Swift’s tour was being canceled entirely, as verified fan and Capital One cardholder pre-sales sold out most of the tickets for the 52 US, leaving very little inventory left. The arena shows that the singer is planning next summer.

Ticketmaster also argued that it was impossible to meet the demand for SWIFT tickets. “Based on the amount of traffic to our site, Taylor should perform 900 stadium shows (almost 20 times the number of shows he does),” the company wrote in its statement. “A stadium show every night for the next 2.5 years.” The company did not say exactly what kind of site traffic it measured to arrive at the conclusion that Swift would need to sell out a thousand consecutive stadium shows to meet US demand.

Friday night was unusually busy for Ticketmaster and both Live Nation On the public relations front. The two related companies (Live Nation in Ticketmaster’s parent) issued almost simultaneous statements defending themselves amid the heated controversy that has reached a boiling point this week, although Ticketmaster Swift was in a position to apologize belatedly for the confusion.

Live Nation’s completely unapologetic late-night report was in response to reports that the Justice Department was looking into antitrust issues with the agency. Shares of Live Nation fell nearly 8% in Friday trading to close at $66.21.

Defending Ticketmaster policies and practices, Live Nation wrote in its own report that there was nothing untoward in the company’s massive dominance, saying, “Ticketmaster has a significant share of the primary ticketing service market because there is a large gap between the quality of the Ticketmaster system and the next best primary ticketing system. However, The market is increasingly competitive, with competitors making aggressive offers for venues. That Ticketmaster continues to lead in such an environment is a testament to the platform and its operators, not to any anti-competitive business practices. … We innovate and invest in our technology more than any other ticketing company, and we continue to do so. Let’s do it.

Despite complaints that Ticketmaster has shifted aggressively to hosting resale tickets on its own site, Live Nation wrote, “Secondary ticketing is highly competitive as Ticketmaster competes with StubHub, SeatGeek, Vivid and more. A serious argument cannot be made that Ticketmaster has market position in secondary ticketing to support unreliable claims.

Live Nation revealed a surprising agreement, an idea often voiced by upset fans, that many additional fees marked with each ticket sale should be bundled into a single price seen by consumers. Live Nation “strongly advocates for all pricing so that fans are not left wondering what tickets actually cost,” it said in the statement.

It remains to be seen whether Live Nation’s stock will continue to rally next week or continue to be subject to “bear attacks” — as Taylor Swift puts it.

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