Business Ticketmaster apologizes to Taylor Swift and her fan base...

Ticketmaster apologizes to Taylor Swift and her fan base for sales disaster


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Opinions expressed by contributors are their own.

Ticketmaster laments Taylor Swift’s “excruciating” experience of watching her fans go through the equivalent of “multiple bear attacks” to get tickets for her next tour. The company apologized in a statement released Friday night after Swift blamed them for the ticketing system’s failure.

Jeff Kravitz / Contributor | Getty Images

Ticketmaster said it aims “to make buying tickets as easy as possible for fans, but that hasn’t been the case for many people trying to buy tickets for Taylor Swift ‘The Eras’ Tour.”

“First the pronunciation continued, “we want to apologize to Taylor and all of her fans – especially those who had a terrible experience buying tickets.” It then went on to explain in detail why the system failed and so many had problems making a purchase.

In the past, Ticketmaster said it was able to handle a massive influx of customers. “However,” the statement read, “this time, the staggering number of bot attacks and fans not having codes drove unprecedented traffic to our site, resulting in 3.5 billion total system requests – 4x our previous peak.”

As a result, the company chose to slow down some sales and “push back” others to give its systems time to stabilize and handle the load. “The trade-off,” according to Ticketmaster, “was longer wait times in line for some fans.”

However, the statement concluded on a positive note, reporting that more than “2 million tickets were sold on Ticketmaster for Taylor Swift | The Eras Tour on November 15 – the most tickets ever sold for an artist in one day.”

The apology comes after the New York Times reported that the Justice Department is investigating Ticketmaster owner Live Nation Entertainment for possible abuse of “its power over the multibillion-dollar live music industry.”

Shreya Christina
Shreya has been with for 3 years, writing copy for client websites, blog posts, EDMs and other mediums to engage readers and encourage action. By collaborating with clients, our SEO manager and the wider team, Shreya seeks to understand an audience before creating memorable, persuasive copy.

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