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Taylor Swift’s concert revenue up 39 percent over last tour
"What’s more impressive is the superstar achieved those results despite performing 35 percent fewer shows — 40 for 'Reputation' versus 62 for '1989.'"


"But that’s not to say the two ticketing strategies driving the just completed tour — Ticketmaster’s Verified Fan program to curb scalping and dynamic pricing to milk heightened demand — lack for critics."


"Swift’s so-called slow-ticketing approach, which released tickets in tranches instead of all at once, also got the tour off to a shaky start.

There were no instant sell-outs — a point of pride for many acts — and The Financial Times reported that 700 seats, on average, were still available an hour before each of Swift’s shows.

On balance, Pollstar’s report shows the tour’s gross per ticket was up 15 percent from the 2015 tour — a data point that defies accusations Swift was selling out her fans to generate more for herself.

Indeed, the extra $78 million in Swift’s box office was largely attributable to the ticketing strategies’ success in keeping scalpers at bay, as any markup in ticket price went to the artist and not the scalpers.

The Verified Fan program distributed about half of the tour’s tickets — after which only 3 percent popped up on secondary Web sites like StubHub, according to Ticketmaster. Other high-demand artists, by comparison, can
see up to 50 percent of their primary sales winding up on resale sites.

Swift’s strategies worked well enough for Jesse Lawrence, the founder of ticket search engine TicketIQ, to herald 'a new era of music ticketing.'

'Success is no longer measured by selling out a single show, but rather by maximizing the number of shows and total tickets sold across a tour,' he said."
taylor-swift  music  concerts  tour  live-music  economics  business 
16 days ago by actualitems

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