How to buy on the secondary market

Taylor Swift received an award on stage during the MTV Europe Music Awards 2022 on Nov. 13. 2022 in Duesseldorf, Germany.

Kevin Mazur | Wireimage | Getty Images

Taylor Swift fans don’t have a “Love Story” with Ticketmaster — and could be victims of scams if they’re not careful when looking for affordable concert tickets.

Ticketmaster announced Thursday afternoon that it has canceled the general ticket sale plan for the pop star’s upcoming “The Eras Tour,” the first since 2018. “Due to extraordinarily high demands on the ticketing system and insufficient remaining ticket inventory to meet the demand, tomorrow’s public sale for Taylor Swift | The Eras Tour has been canceled.” site said in a tweet.

Tickets are scheduled to go on sale to the general public Friday, November 18, at 10:00 a.m. ET.

Fans accessed Taylor Swift tickets this week via a presale offer for Capital One cardholders; that ticket is gone.

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With no more tickets available to the general public later, fans may need to turn to the “secondary” market to score seats – meaning, from sellers other than Ticketmaster. But that market can be full of landmines for unwary buyers, experts say.

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

Swifties, as diehard fans of the artist are known, flooded the internet this week to buy pre-sale tickets for “Eras.”

flood while crashing Ticketmaster’s site Tuesday and wait for hours to buy tickets. Chaos leading to call from U.S. Senator and Attorney General of Tennessee to probe the ticket seller market power and sales practices.

Ticketmaster on Tuesday called the demand “historically unprecedented.” The 2023 tourwhich has 52 dates so far, sold more than 2 million tickets that day – a single-day record.

Deals on hot tickets, you will almost never find them.

Andrew Farwell

vice president of Outback presents

Meanwhile, tickets are on the rise in the resale market – topping $10,000 in some cases – via ticket sites like StubHub. This is asking the price, not necessarily what the fans are paying for a score of seats.

Amidst all the hubbub – and the craze for tickets – desperate fans may be excited to come across what seems like a good deal. However, it can be a scam.

“Deals on hot tickets, you’ll almost never find them,” said Andrew Farwell, vice president of Outback Presents, an independent concert promoter based in Nashville. “It’s capitalism at its best, supply and demand.

“This is the ultimate dream and nightmare at the same time,” Farwell added, referring to the strong demand for live shows in the post-pandemic era.

Why concert tickets are a ‘buyer beware’ market

Some Taylor Swift fans who bought tickets seem to be legitimate owners has been found they are deceived.

Buying tickets on the “secondary market” poses a risk of fraud and/or high prices for consumers, entertainment industry experts warn.

Ticketmaster is the “primary” seller of Taylor Swift’s tour, for example. Event tickets that appear on the primary seller’s site are those that are being sold for the first time and at face value (ie, the price printed on the ticket).

Secondary seller often buy up tickets from primary sellers in bulk with the help of a “bot,” then resell it at a higher price, a practice known as ticketing “touting.”

“Almost too many [secondary sellers] that you can’t keep up,” Cobb said.

Demand for Taylor Swift concert tickets is exceeding every expectation, Liberty Media CEO says

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

Of course, this is not to say the secondary seller is the miller in all situations. But it’s a “buyer beware” type of market, experts say.

Out/In has a series of sold-out shows — and has to keep the group away every night, Cobb said. They unwittingly bought fake tickets.

Sometimes, it can happen if a reseller sells multiples of the same ticket; only the first ticket scanned will be used at the door. In other cases, a reseller may sell you a ticket they have not even secured.

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 vendors — ahead of Ticketmaster and Taylor Swift’s own sites. And it may not be clear how to distinguish two groups.

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