Tout rout: stars come out to close down ticket resellers

Información / Noticias

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Acts such as Taylor Swift and Ed Sheeran are trying to ensure fans pay only face value to see them

Recent UK headlines paint a picture of chaos in the world of major pop concerts: fans of Taylor Swift, Ed Sheeran, the Rolling Stones, Beyoncé and Jay-Z, and Justin Timberlake angered by invalid tickets, last-minute seat swaps leading to impaired views, unexplained show cancellations and paying hefty prices upfront only to see tickets being given away free in the car park. But industry experts say that many of these inconveniences are part of new approaches designed to beat touts and secondary sellers, ultimately improving the consumer experience.

Fans attending the last two shows of Ed Sheeran’s four nights at Cardiff’s Principality stadium this weekend will be greeted by a flashing sign welcoming “Victims of Viagogo”. When Sheeran’s tour went on sale in June 2017, he was clear that tickets bought through secondary ticketing sites would be invalid and asked the four major resellers not to list his performances in order to avoid inconvenience: only Viagogo refused to comply. Any fans holding invalid Viagogo tickets are being offered the opportunity to buy a new face value seat, which has led to widely publicised queues. The Rolling Stones have offered fans holding tickets bought through Viagogo a similar face value exchange.

Related: Is Viagogo one of the worst businesses in Britain?

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