It’s been known for a while now that Taylor Swift’s latest tour—called Reputation—hasn’t had the best sales. Just how bad is it? Well, about three weeks ago Ticketmaster dropped service fees for a few days to try and encourage sales.
At the time the tour was just a few weeks away and everyone was so excited for it that Ticketmaster even created their own special service called Taylor Swift Tix just for Reputation, but all that optimism was misplaced. Not a single one of Taylor Swift’s tour dates sold out and now, with Taylor Swift’s tour finally having its first live performance today, it looks like nothing has really improved.
With ticket sales in tank, Taylor Swift makes unprecedented move... https://t.co/TStXbT4cE7— DRUDGE REPORT (@DRUDGE_REPORT) May 8, 2018
Just look for yourself! You can go onto Ticketmaster right now and find tickets available for all nine of her primary shows, meaning not a single one has sold out. And now it looks like Taylor has taken a pretty drastic step to try and up demand for her show as Ticketmaster has now stopped the sale of secondary tickets.
This means that resale tickets will no longer be available from their site, and even though almost half the seats are still empty Ticketmaster will only allow you to buy from the half that count as primary seats. It looks like the hope might be to drive up demand by massively limiting supply.
This still poses a problem for Ticketmaster, however, as they typically make more money from secondary ticket sales than they do from primary tickets.
Taylor Swift gave more than 2,000 foster kids a private concert for her final tour rehearsal https://t.co/uvaPlBCPyW— TIME (@TIME) May 8, 2018
But, as people have pointed out, Ticketmaster is owned by LiveNation who are currently promoting the tour and have a lot invested in its success. This means Ticketmaster might be taking orders from its bosses even though it leaves the company losing out on ticket sales in the short term.
Despite all this gloom, Reputation has been the highest grossing tour of Swift’s career. But that might be largely attributable to the increased ticket prices, since the number of tickets sold, and the complete lack of sellout performances, have left many people convinced that the end is nigh for Taylor Swift.
Others however have suggested that this may be a consequence of Ticketmaster’s new strategies for dealing with ticket scalpers and bots, otherwise known as the Verified Fan program. The program, which aims to deal with the soaring problem of scammers and fake users purchasing tickets, always intended to increase artist profits while reducing the overall number of tickets sold.
This may be the case, but we bet no one is thrilled at the lack of sellout performances for Swift’s latest tour. Who knows… if ticket sales keep suffering then maybe new Taylor won’t be able to come to the phone either.