Taylor Swift’s people thought they came up with a bulletproof way of keeping the bots at bay with a new way of selling tickets to Tay-Tay’s upcoming tour. But all it seems to be doing is creating a backlash. From Music Ally:
“Taylor Swift is committed to getting tickets into the hands of fans…NOT scalpers or bots. So she’s collaborating with Ticketmaster #VerifiedFan to create an exclusive program to help YOU get the best access to tickets in North America, in a really fun way,” is how the partnership is pitched to fans.
“Once you register, improve your place in line by participating in boost activities until initial registration closes on Nov 28.”
It’s the ‘boost activities’ element that is proving controversial.
Swifties can improve their chances of getting concert tickets by posting on social media and watching her new music video, but also by pre-ordering her upcoming ‘Reputation’ album (up to 13 times on different retailers) and buying merchandise – with a higher boost value for the activities that involve spending money.
This gamification isn’t going down well with a number of journalists who’ve covered the promotion. “It makes getting tickets for a Taylor Swift concert into a game in which people with the most money get ahead,” suggested Jezebel. “I’m not sure how getting fans to buy merch (one item is a $60 snake ring plated with 24K gold) does anything to stop bots (which, by the way, is not the fans’ job, it’s Ticketmaster’s.”
Read the whole story here.