Ticketmaster no longer wants to be the “Anti-Hero” for Taylor Swift fans. At the request of Swift’s team, the ticket seller said Monday that some fans will have a “limited opportunity” to purchase up to two tickets each for her upcoming “Eras” tour.
“You’ve been selected for this opportunity because you’ve been identified as a fan who got a boost during the Verified Fan presale but didn’t buy tickets,” Ticketmaster wrote in an email to a group of fans on Monday. “We apologize for any issues you may have experienced, and we have been asked by Taylor’s team to create this additional opportunity for you to purchase tickets.”
Many fans took screenshots of the email and posted it to Twitter, sharing their excitement about getting another chance to get tickets for Swift’s 2023 US tour, which kicks off in March.
The news comes a month after the public sale of Swift’s “Eras Tour” was canceled due to “extremely high demand.” Ticketmaster claimed 3.5 million fans pre-registered for Swift’s Verified Fan program, the largest registration in its history. The company cited high demand and a “staggering number of bot attacks” resulting in 3.5 billion system requests, or four times their previous peak.
The clumsy pre-sale reignited fan frustration with Ticketmaster, especially among those who signed up as “verified fans,” meaning they can enter a raffle to buy tickets to certain shows. Ticketmaster has said this helps “ensure that more tickets go to the fans who will actually attend the event”, by giving them access to tickets before the public sale. After registering as a “verified fan”, Ticketmaster gives them a code and a link to the purchase site. When tickets go on sale, the link directs fans to a “smart queue” that “keeps ticket bots out.” Once they reach the end of the line, they enter the access code to browse and purchase tickets.
But last month, many of those “verified fans” looking for tickets were left waiting for hours and a website crashed at times, sending them back to the start of a virtual line with thousands in front of them. Some of Swift’s fans are now suing Live Nation Entertainment, alleging that the ticketing giant “deliberately and purposefully misled ticket buyers” by failing to protect presale from scalpers.
Swift apologized in an Instagram story, saying it was “unbearable” for her “to just watch mistakes happen with no recourse.” Ticketmaster also tweeted a formal apology to “Taylor and all her fans” for the “appalling” ticketing experience following the cancellation of the public sale, saying they felt they owed the public an explanation.
On Monday, Ticketmaster doubled down on its apology, writing on its website: “We apologize for any difficulties you may have experienced, and we have been asked by Taylor’s team to create this additional opportunity for you to purchase tickets. Fans who have been notified will receive their individual invitation to submit their purchase request by Friday, December 23. Invitations are spread out over tour dates in each city.”
When asked for further comment, a spokesperson for Ticketmaster NBC News referred to his website.
Some fans said they appreciated Swift’s team’s efforts to ease the frustration they felt trying to get tickets last month.
We apologize for any issues you may have experienced, and we have been asked by Taylor’s team to create this additional opportunity for you to purchase tickets.”
Raghav Kalra, a senior at Columbia University in New York City, said he had a “weird suspicion” that the artist would do “something like that.”
“AND THIS IS WHY WE ALWAYS TRUST MOTHER,” he said tweetedthanks Swift.
“This is much more manageable because of them [Ticketmaster] They don’t have a lot of traffic on their site and they just send people in for tickets who really need the tickets,” said Kalra, who waited several hours in the virtual queue for Swift tickets last month to no avail.
He described it as a “good system”, although he added that things “could still go wrong” on this next ticket-scoring attempt.
Krista Ferrara, a longtime “Swiftie” from Texas, also said she “really appreciates” the chance to get tickets again. Monday’s email “surprises” her and she initially thought it might be a scam.
“I cried at work when the presale fell through earlier,” says Ferrara, who estimated she spent two days — about 16 hours — trying to buy tickets to one of the Arlington, Texas, shows. She described the process of trying to get a ticket as “running a marathon.”
But Ferrara said she feels Ticketmaster could have avoided the chaos from the start.
“They should spread out the codes like they should have in the first place and let people enter the codes before they got in line,” she said. “And let’s see, okay, what seats are available? And [then] choose.”
Morgan sung and Robert Will contributed.