How to buy on the secondary market

Taylor Swift accepts an award on stage during the 2022 MTV Europe Music Awards on November 13, 2022 in Dusseldorf, Germany.

Kevin Mazur | Wireframe | Getty Images

Taylor Swift fans don’t have a “love story” with Ticketmaster — and could fall victim to scams if they’re not careful when looking for affordable concert tickets.

Ticketmaster announced on Thursday afternoon that this is the case canceled public ticketing plans for the pop star’s upcoming The Eras Tour, her first since 2018. “Due to the exceptionally high demands placed on the ticketing systems and insufficient remaining ticket backlog to meet this demand, tomorrow’s public advance sale for Taylor Swift | The Eras Tour canceled,” the site said said in a tweet.

Tickets were scheduled to go on sale to the general public on Friday, November 18th at 10:00am ET.

Fans accessed Taylor Swift tickets this week via a Advance Purchase Offer for Capital One Cardholders; these tickets are no longer available.

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If later tickets no longer become available to the general public, fans may feel it is necessary to go to the “secondary market” to obtain a seat – that is, from sellers other than Ticketmaster. But this market could be full of landmines for unwary buyers, experts said.

“When you’re in a hurry to get your tickets — which of course you will be because of demand — it’s really easy to make a quick mistake,” said Chris Cobb, owner of historic rock club Exit/In in Nashville, Tennessee .

Swifties, as the artist’s die-hard fans are known, took to the internet to shop this week Tickets in advance for “epochs”.

The flood temporarily crashed Ticketmaster’s website Tuesday and hours of waiting to buy tickets. The chaos led to calls US Senators and the Tennessee Attorney General for probes in the ticket seller market power and sales practices.

Ticketmaster called the request “historically unprecedented” on Tuesday. That Tour 2023who has 52 appointments so far, sold more than 2 million tickets on this day – a daily record.

Hot ticket deals, you will find practically none.

Andrew Farwell

Vice President of Outback Presents

Meanwhile, tickets in the resale market skyrocketed — over $10,000 in some cases – via ticket sites like StubHub. These are asking prices, not necessarily what fans will pay to get a seat.

Amidst all the hustle and bustle – and the craze for tickets – desperate fans might be excited to stumble upon what appears to be a good deal. However, it could actually be a scam.

“For hot ticket deals, you’re going to find virtually none,” said Andrew Farwell, vice president of Outback Presents, a Nashville-based independent concert promoter. “This is capitalism at its finest, supply and demand.

“This is the ultimate dream and nightmare at the same time,” Farwell added, citing the strong demand for live events following the pandemic-era doldrums.

Why concert tickets are a buyer’s market

Some Taylor Swift fans who bought what appeared to be legitimate tickets already discovered they were cheated.

Buying tickets on the “secondary market” poses an increased risk of fraud and/or exorbitant prices for consumers, entertainment industry experts have warned.

For example, Ticketmaster is the “primary” seller of the Taylor Swift Tour. Event tickets appearing on a main seller’s website are sold first time and at face value (ie the price printed on the ticket).

second seller Often buy tickets in bulk from main sellers with the help of “bots” and then resell them at a higher price, a practice known as “ticketing”.advertise.”

“There are almost as many [secondary sellers] that you just can’t keep up,” said Cobb.

The demand for Taylor Swift concert tickets has exceeded all expectations, says the CEO of Liberty Media

A major concern for consumers: the secondary market has seen a “surge in fraudulent, unethical and illegal activities” such as ticketing scalping and ticket selling. according to to Technavio, a market researcher. The company estimates that global aftermarket share will grow to $2.2 billion by 2026, a growth rate of about 8% per year; 44% of revenue growth is expected to come from North America.

Of course, this is not to say that second-hand sellers are scammers under all circumstances. But it’s becoming a buyer-beware-type market, experts say.

Exit/In has had a string of sold-out shows lately — and has had to turn groups away every night, Cobb said. They had accidentally bought fake tickets.

Sometimes this can happen when a reseller sells multiple of the same tickets; Only the originally scanned ticket will work at the door. In other cases, a reseller may sell you tickets that they haven’t even secured yet.

It’s easy to see why consumers are confused: Google results for “Taylor Swift concert tickets” on Thursday afternoon brought up ads for StubHub and Vivid Seats — both secondary sellers — ahead of those of Ticketmaster and Taylor Swift’s own website. And it may not be clear how to distinguish the two groups.

How to buy serious concert tickets

The question for consumers is how to determine if they are making a mistake before making a purchase.

There’s one surefire way when buying online, experts say: first navigate to an artist’s or venue’s website, and then click through for tickets from there. This will take you to the primary seller’s page.

Do one last check of the website’s URL domain name before you buy — to make sure you’re buying from “ticketmaster.com” and not “ticketfaster.com,” for example, Cobb said.

Of course, there’s a chance that a particular show might be sold out, or that ticket prices might be higher than hoped for via Ticketmaster when fans buy.

“I understand that fans will want to see a show when tickets are simply not available, but they run the risk of overpaying or encountering fake tickets and scammers,” said Tim Gray, CEO of Grayscale Marketing and vice president of marketing at Romeo Entertainment Group, a talent buyer and concert promoter.

Social media is another potential landmine for fans, Gray said. Since the pandemic, he has seen a “huge amount, an absurd, insane amount” of fraud across Facebook and other platforms.

In these cases, a bot (which can even impersonate someone you know) could trick you into clicking on a fake link to live stream a sold-out concert, or tell you that it can no longer use purchased event tickets. These are often attempts to steal your personal information or credit card numbers, Gray said.

When you’re in a hurry to get your tickets – which of course you will be due to demand – it’s really easy to make a quick mistake.

Chris Cobb

Exit/In owner

He encourages fans who buy tickets this way to click on the social media profile in question and look for potential red flags, such as: B. Very few previous posts suggesting that the account was probably just created. Fans can also do a Google search for consumer reviews of the seller in question, which can give an indication if others have suffered a scam.

It’s likely that even legitimate Taylor Swift tickets bought in the secondary market will see prices fall dramatically from current levels after the initial rush in demand abated, experts said.

“A broker fishes to see what he can get,” Cobb said. “These numbers will continue to drop once all these false claims are gone and there is a correction.”

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