Over the past few months, and particularly the past few weeks, I’ve noticed a new trend among new bands releasing albums and pitching them via Ticketmaster. It began as a bonus for buying tickets. As if the band appreciated you attending their show so much that they’d treat you to their new album free of charge.
Then… the “Verified Fan Presale”. Here’s the pitch for that… “Hey, here is a presale password for our show, specifically for our fans.” Except there is no restriction to prove fandom, so anyone can get in on it. But it continues, “If you buy our new album, we will make sure you get the best tickets, first come.” Okay, now I’m listening. Except scalpers will happily pay the $10 dollar fee for a new album for an opportunity to make hundreds of dollars for the best tickets.
Next problem. I don’t know if it is Ticketmaster, or the venue, but somewhere along the line the message seems to be, put the worst tickets up first, fans will suck them up because they think that’s all that is left and they actually are fans, so they will be mad, but still click purchase. Then when the regular on-sale comes, put up whatever is left. The worst tickets in the building are sold to “verified fans” like me, and unless you have hours to spend waiting for the best tickets to pop up, you are stuck with whatever they so graciously offer.
I do not have proof of this, only my fairly extensive experience in concert ticket buying, but over the past few days, I have spent approximately three hours trying to buy Queens of the Stone Age tickets for the Peabody Opera House in St. Louis. Consistently, without fail I’ve seen the cycle over and over. Only mezzanine, only single tickets, release better seats. Only mezz, only singles, release better seats. Shortly after the image above, I scored tickets in row F in the Orchestra. Does it look like those were tickets that were available five minutes earlier?
My point being, presales are about as effective at getting the best tickets to your fans as shooting a t-shirt cannon in a crowded square at one person. Bands beware. Fans also beware the “Verified Fan Presale”. If you normally just listen to your music on Spotify, keep on doing it. Spotify presales actually seem to be more legitimate fan presales anyway.