For years, concertgoers have struggled with the difficulty of securing tickets due to scalpers and rising resale prices. Spotify is stepping in to help alleviate these issues for superfans of select artists.
The streaming service has announced a new initiative called “Reserved.” This program targets the most engaged listeners by reserving two tickets for them at specific shows. Unlike the typical presale access offered, these tickets will be set aside exclusively for identified users rather than being part of a general presale queue.
Spotify plans to identify genuine fans based on streaming habits, shares, and other platform activities. They will also verify Premium users to ensure they’re real fans, not bots. Spotify stated there will be no additional fees involved, and those selected will have a full day to purchase reserved seats.
However, there are restrictions. Only legal adults who subscribe to the paid Premium service can qualify for reservations. Offers will be localized, meaning fans can only access shows in their area. Reservations aren’t guaranteed because demand might exceed available seats.
This model bears similarity to Taylor Swift’s strategy for her 2018 “Reputation” tour. During that time, Swift used Ticketmaster’s Verified Fan system and allowed fans to enhance their presale position through activities like streaming music, watching videos, and purchasing merchandise.
Online fans of Swift have expressed a desire to see such systems restored, especially after a challenging experience with the Ticketmaster presale for her “Eras Tour” in 2022.
Spotify’s announcement arrives amidst rising concerns in the live entertainment industry. Many have criticized elevated ticket prices, resellers, and Ticketmaster’s market dominance. The parent company, Live Nation, recently settled an antitrust lawsuit with the Justice Department. They faced accusations of engaging in “anticompetitive conduct,” which limited options for artists and venues, leading to higher fees.
The settlement requires Ticketmaster to offer a stand-alone ticketing option for third-party sellers like SeatGeek and StubHub. They agreed to cap service fees at 15%, divest 13 amphitheaters, and reserve half of their tickets for nonexclusive venues.
Fans continue to feel the impact of high face-value and resale prices. Artists like Harry Styles, Oasis, and Ed Sheeran have intervened to cancel scalper-associated tickets to offer them at fair prices. Despite these efforts, many fans still encounter sticker shock even at face value.
Ticketmaster allows the visualization of unsold tickets marked as “blue dots,” which experts suggest contribute to concert cancellations. While some artists choose not to discuss this publicly, the Pussycat Dolls openly addressed the issue when they canceled the U.S. leg of their reunion tour, offering refunds for purchased tickets.
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