Spotify Launches Program to Aid Concertgoers in Securing Tickets
The difficulty in obtaining tickets to popular concerts has long frustrated fans. Factors like scalpers and high resale prices have been significant hurdles. Spotify aims to address these concerns with a new initiative for superfans of select artists.
Introducing ‘Reserved’ on Spotify
Spotify has announced the launch of a program called ‘Reserved.’ This new initiative will identify the most engaged listeners of an artist and reserve two seats for them at a concert. Spotify’s current offerings include presale access for fans of top-streamed artists, yet ‘Reserved’ enhances this by setting aside tickets specifically for chosen users.
‘We’ll identify real fans based on factors like streams, shares, and other Spotify activity,’ the platform stated. ‘We’ll also monitor Premium users to ensure these are genuine fans, not bots.’
Spotify ensures that these reserved tickets will not incur additional platform fees. Selected users get a full day to purchase their reserved seats. However, qualifiers must be legal adults using Spotify’s Premium service, and the offers are restricted to local shows. The reservation isn’t guaranteed, as demand might exceed available seats.
Comparative Models and Recent Developments
Spotify’s fan-engagement model shares similarities with Taylor Swift’s strategy during her 2018 ‘Reputation’ stadium tour. Swift utilized Ticketmaster’s Verified Fan system, offering fans more presale queue advantages by streaming her music, watching videos, and interacting on social media.
Spotify’s announcement comes as Ticketmaster faces criticism for high ticket prices and its monopoly on the market. Ticketmaster’s parent company, Live Nation, recently settled an antitrust case with the Justice Department. The settlement aims to lower prices by allowing companies like SeatGeek and StubHub to offer primary tickets. Ticketmaster agreed to cap service fees, divest amphitheaters, and reserve tickets for nonexclusive venues.
Challenges in Purchasing Concert Tickets
The challenges in acquiring concert tickets include both high face-value and resale prices. Artists like Harry Styles, Oasis, and Ed Sheeran have canceled scalper-associated tickets to offer them fairly priced to fans. Despite efforts, face-value prices remain high, as professionals noted to NBC News.
Ticketing platforms reveal unsold tickets as ‘blue dots’ available for purchase. Experts link ‘blue dot fever’ to concert cancellations, with artists often sidestepping the issue. However, the Pussycat Dolls openly acknowledged this when they canceled the U.S. leg of their reunion tour. Ticket holders were refunded.
‘We’ve made the difficult decision to cancel all but one of the North America dates,’ the group stated.