The concert ticketing system faces challenges, but technology may offer solutions to make it fairer for fans and prevent excessive resale prices and fraud.
Fans facing exorbitant resale prices: The high cost of resold tickets for popular concerts like Taylor Swift’s Eras Tour has led some fans to seek more affordable options abroad:
- Tickets for Swift’s US shows are being resold for up to $2,500, prompting some fans to fly to Europe where tickets are significantly cheaper due to regulations on resale prices in certain countries.
- While some European nations cap resale prices or prohibit selling above face value, the UK and US currently allow prices to be as high as people are willing to pay, leading to what artists call a “broken” system.
Addressing the root problems with technology: Ticketing start-ups and companies are exploring AI and blockchain-based solutions to prevent ticket hoarding, counterfeiting, and scams:
- Tixologi’s AI can flag unusual purchasing behavior, such as multiple purchases from the same IP address, to prevent touts from buying excessive numbers of tickets.
- By using blockchain technology, Tixologi ensures that only one copy of a ticket can exist, preventing duplication and making fake tickets easier to spot.
- Features like “disable transfers” can make tickets harder to resell by preventing users from emailing them to others.
Calls for policy changes: While technology can help, there are also growing demands for governments to regulate ticket resale practices:
- In the UK, the Labour Party has pledged to cap resale prices, which could improve the situation for fans in the coming years.
- Over 250 musical artists have signed an open letter attacking “predatory resellers” and calling for reforms to the current ticketing system.
Broader implications: The ticketing challenges faced by fans and the potential solutions being explored highlight the ongoing struggle to balance accessibility, fairness, and market dynamics in the live events industry:
- As demand for popular events continues to soar, the pressure to find ways to ensure fair access and prevent exploitative practices will only grow.
- The success of technological solutions will depend on their ability to effectively target bad actors while maintaining a smooth experience for legitimate buyers.
- Ultimately, a combination of innovative technology, well-crafted policies, and industry collaboration may be necessary to create a more equitable and sustainable ticketing ecosystem that puts fans first.
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