Ticketmaster prepares for Beyoncé’s Renaissance tour amid fears Taylor Swift will be in demand

  • Ticketmaster is gearing up for an expected high demand for tickets for Beyoncé’s upcoming Renaissance World Tour.
  • Ticket sales for the North American leg of the tour begin Feb. 6, according to Ticketmaster, which is trying to recover from a failed pre-sale of Taylor Swift’s “Eras” tour.
  • Beyoncé is up for several awards, including Album of the Year, at Sunday’s Grammy Awards.

Ticketmaster is bracing for what is expected to be strong ticket demand for Beyoncé’s upcoming “Renaissance World Tour” as the ticketing giant continues to face criticism over a poor pre-sale of last year’s Taylor Swift “Eras” tour.

On Wednesday, Beyoncé announced that her first solo world tour since 2016 will begin on May 10 in Stockholm, Sweden and end on September 27 in New Orleans. The superstar will perform songs from his seventh studio album, “Renaissance”, which was released this summer and is in contention for Album of the Year at Sunday’s Grammy Awards.

Ticketmaster said in a statement that “demand for this tour is expected to be high” and that it plans to use its Verified Fan system again to prioritize tickets for those who sign up on the platform. The company said the multi-step verification process will “ensure that more tickets end up in the hands of concert goers” and “help filter out buyers looking to resell tickets” and automated bots.

Ticket sales for the North American leg of the 41-day tour begin Monday, according to Ticketmaster and parent company Live Nation. The company said that fans hoping to get pre-sale tickets will have a better chance if they sign up for Ticketmaster’s verified fan system.

Ticketmaster said registration does not guarantee tickets, and only verified fans who later receive a code through a lottery-style selection will have access to the sale on a first-come, first-served basis on the day of the sale. Check-in windows vary by city, and the company warns that “there will be more demand than tickets.”

In November, vetted pre-sale fans of Taylor Swift’s “Eras” tour faced long waits, confusion and technical glitches. Within 48 hours of the pre-sale beginning, Ticketmaster canceled the public sale, citing “extremely high demands on ticketing systems and insufficient remaining tickets to meet this demand.”

The company later said that the bots were at least partially responsible for the crashes.

Ticketmaster and Live Nation did not immediately respond to CNBC’s requests for comment Thursday.

After the November crash, Ticketmaster and Live Nation faced another test of their merger in 2010 when politicians and competitors said the ticketing site’s monopoly on the live music industry had led to exorbitant ticket fees and poor customer service.

Senators heard testimony on the matter on Jan. 25, when lawmakers on both sides questioned Live Nation CFO Joe Berchtold.

A group of Swift fans are suing Live Nation, accusing the company of “anti-competitive behaviour.”

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