Top Acts benefit from better ticket price strategies, but then again, if you've been following our publishing closely – you already knew that.
We wrote this 2,500 word piece detailing how Taylor Swift's reputation Stadium tour strategy played out, particularly in regards to ticket scalpers. Word is that after StubHub announced how much money they made off of the 1989 Tour in 2015, Swift's camp decided a new strategy was in order. And boy did they go for it.
While controversial at first, it landed the reputation tour shattering records all around.
And now Billboard has released an excellent piece outlining how this strategy has not just been working for Swift, but all around. It's worth noting that Swift's tour was the second biggest global (biggest in the US) to Ed's Sheeran Divide Tour. They're both with Messina Touring Group, and as are Shawn Mendes (pictured in banner with Swift), Vance Joy as well as country legends Kenny Chesney, Blake Shelton, Tim McGraw & Faith Hill, Erich Church and George Strait.
If you're familiar at all with country music or top tours, your jaw should be dropping a little bit now. These are all acts coming off of a phenomenal year, and Messina is definitely awed themselves.
All in all, what it means is that the revenue generated by the live sector is finding its way there, instead of leaking to the scalpers' which is good news for everyone. Higher grossing numbers means a healthy sector, and the numbers are up massively year-on-year Billboard reports.