Scalping May Be Necessary, But Can Concerts Offer Fairness and Fan Engagement?

The recent announcements of highly anticipated concerts by renowned artists like Coldplay and Taylor Swift have sent waves of excitement through the entertnment landscape in Singapore. However, with these bursts of enthusiasm came a wave of anxiety: Will fans manage to secure tickets before they sell out?

Concert ticket purchasing has long been a fraught process. The UOB cardholder presale for Taylor Swift's shows scheduled for March 2024 began on Wednesday, July 5th at 12pm, ahead of the general sale which was set for July 7th. Queue numbers reportedly climbed to over a million within just ten minutes and all presale tickets were sold out by 3 pm.

After experiencing countless hours in virtual queues that seemed as less as eternity only to be greeted with the sold out notification, devoted fans now brace themselves for the exorbitant prices on resale sites and potential scams from resellers.

The villns of our story are ticket scalpers. On the secondary market platform Viagogo, a Category 1 seated ticket for Coldplay's concert was being asked for as much as S$1,217 US$900, four times its original price of S$268. For a Category 1 ticket to see Taylor Swift live, fans were looking at prices soaring up to S$3,487, compared to the original price of S$348.

So why does scalping seem more prevalent in recent years? The rise of online platforms has undoubtedly made it easier for scalpers to make quick profits with just a few clicks. Moreover, there's massive demand from fans across the region - Coldplay will play six shows in January 2024 which is more than any other city in Asia. Taylor Swift's Singapore concert serves as her only stop in Asia apart from Japan for a total of six nights.

However, some industry experts argue that scalping may be seen as part of market forces where the secondary ticket market reflects true value according to demand. Yet, it overlooks the disruption caused by scalpers who swoop up tickets before fans can even attempt purchasing them.

But it doesn't have to be this way for genuine fans. The key lies in ensuring fr access and memorable concert experiences for those who love music, without being pushed into the arms of scalpers or secondary market platforms.

Firstly, fan-centric strategies are crucial. Organizers could build direct relationships with their audience by offering unique experiences that can reduce reliance on secondary markets. Loyalty programs are one such strategy. These programs could identify dedicated fans who consistently support their favorite artists or att multiple events to offer exclusive benefits like behind-the-scenes content and special merchandise.

To combat demand, organizers must consider alternative options for experiencing concerts. For instance, the implementation of livestreamed concerts with advanced technology such as virtual reality VR or augmented reality AR could provide immersive experiences for fans at home without physically atting the event. This not only caters to those who are unable to att in person due to geographical constrnts but also to casual fans who may not want the hassle of purchasing tickets.

In order to secure a future that's free from scalping and the secondary market, collaboration between organizers, artists, ticketing platforms, and fans is essential. A united front agnst scalpers and the secondary market can pave the way for more equitable ticket distribution processes while enhancing fan engagement through innovative strategies like loyalty programs and accessible livestream concerts.

Ultimately, a future where genuine enthusiasts have fr access to tickets and unforgettable concert experiences lies in sight when we focus on eradicating the scalping hustle. It's time to put fans back in the spotlight they rightfully deserve.
This article is reproduced from: https://bizbeat.nus.edu.sg/thought-leadership/article/there-are-ways-to-prevent-buying-concert-tickets-from-turning-into-a-scalping-nightmare/

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