Ticketmaster is apologizing to Taylor Swift and her fans for the disasterous presale for her The Eras Tour, and for canceling the public on-sale. The company released an updated public statement about what went wrong during Tuesday’s Verified Fan presale that left millions of fans without tickets.
Ticketmaster’s tweet read: “We strive to make ticket buying as easy as possible for fans, but that hasn’t been the case for many people trying to buy tickets for Taylor Swift | The Eras Tour. First, we want to apologize to Taylor and all of her fans – especially those who had a terrible experience trying to purchase tickets. Next, we feel we owe it to everyone to share some information to help explain what happened … Historically, we’ve been able to manage huge volume coming into the site to shop for tickets, so those with Verified Fan codes have a smooth shopping process. However, this time the staggering number of bot attacks as well as fans who didn’t have codes drove unprecedented traffic on our site, resulting in 3.5 billion total system requests – 4x our previous peak … We handle onsales for countless top tours, some of the biggest sporting events, and more. Never before has a Verified Fan onsale sparked so much attention – or traffic. This disrupted the predictability and reliability that is the hallmark of our Verified Fan platform.”
Ticketmaster added that it will work to improve its system in hopes this doesn’t happen again: “The biggest venues and artists turn to us because we have the leading ticketing technology in the world – that doesn’t mean it’s perfect, and clearly for Taylor Swift | The Eras Tour onsale it wasn’t. But we’re always working to improve the ticket buying experience. Especially for high demand onsales, which continue to test new limits. We’re working to shore up our tech for the new bar that has been set by demand for the Taylor Swift | The Eras Tour. Once we get through that, if there are any next steps, updates will be shared accordingly. While it’s impossible for everyone to get tickets to these shows, we know we can do more to improve the experience and that’s what we’re focused on.”
Demand for Swift concert tickets was huge before the Verified Fan presale. Swift initially announced 27 dates and then added eight and then 17 new dates within two weeks. Swift will play multiple nights in all cities, tallying to 52 shows in US stadiums in 2023. And despite the ticket sale problems, Ticketmaster did note that “over 2 million tickets were sold on Ticketmaster for Taylor Swift | The Eras Tour on Nov. 15 – the most tickets ever sold for an artist in a single day.”