Despite the fact that Taylor Swifts “Reputation” album sold over 1 million copies within four days of its Nov. 10 release, ticket sales for the accompanying tour haven’t been nearly as impressive. Of the 33 dates for the North American Reputation tour, not a single concert between its May 8 launch to its Oct. 6 finale has sold out. Tickets have been available since Swift’s birthday on Dec 13th. Keep in mind her 1989 Tour quickly sold out.
As the New York Post reports, some fans are furious about higher ticket prices and questionable sales tactics. According to one fan on Twitter, the user’s “1989” seats were a mere $150 compared to the whopping $500 price tag for the sames seats on the Reputation Tour. An industry insider told the Post, “Sales so far have been a mega disappointment. There are hundreds if not thousands of tickets left for every show.”
However, there might be a method to the madness (or lack thereof). As Billboard notes, the “slow ticketing model,” which means higher ticket prices but more consumer choice, isn’t meant to drive instant sellouts. While some may be blaming a lack of demand, Ticketmaster says the model means more revenue for the artist and changes the ticket-buying experience for fans for the better. David Marcus, executive VP and head of music at Ticketmaster, explains, "We'd like to sell the last ticket to her concert when she takes the stage each night. We're not trying to sell all of her tickets in one minute; we're trying to figure out how to sell tickets in a more modern way."