Ticketmaster is making an effort to tackle scalpers and protect fans from exorbitant ticket prices for Olivia Rodrigo’s “Guts” tour. The company has implemented a 72-hour rule, which means that tickets will only be issued three days before the concert and will only be available electronically. This move aims to ensure that all ticket purchasers have adhered to ticket limits and terms, as well as to allow for a thorough review of the sale.
While the 72-hour rule has been used for other tours, such as Ed Sheeran, Jack Harlow, and Doja Cat, it remains unclear whether this strategy will entirely solve the problem. There is a concern that once the three-day limit expires, a chaotic rush to resell tickets on the secondary market may occur. Despite adding 20 additional dates to the tour, all available dates have already sold out.
Interestingly, the Ticketmaster FAQ page does not mention a price ceiling for reselling tickets. Instead, it encourages fans who cannot attend the show to sell their tickets to other fans through Ticketmaster. The process of selling tickets is straightforward: click the “Sell” button next to the event in your Ticketmaster account, set the desired price, and receive guaranteed payment without having to deal with delivery.
Neither representatives for Olivia Rodrigo nor Ticketmaster have responded to requests for further comment on this matter.
This move by Ticketmaster represents its latest effort to combat the unfair secondary market. It follows the controversy surrounding the purchase of tickets for Taylor Swift’s “Eras” tour last fall, where fans faced numerous difficulties, including server malfunctions and lengthy online wait times. Ticket prices skyrocketed on the secondary market, reaching five figures, leading to significant backlash. The situation became so severe that the chief financial officer of Ticketmaster’s parent company, Live Nation, was summoned to testify before Congress.
While Ticketmaster mainly blamed the problems on bots, the company implemented a month-long gradual rollout for the on-sale of Beyonce’s “Renaissance” tour, resulting in fewer complaints from fans.
Olivia Rodrigo’s “Guts” tour is set to kick off at the Acrisure Arena in Palm Springs, California, on February 23 next year.
