Why Taylor Swift's Ticketmaster 'Verified Fan' initiative is important

Taylor Swift was slammed by some fans last week when she announced a new approach to selling concert tickets.

Instead of “first come, first served” -- which invites predation by bots -- Swift’s upcoming tour will sell tickets first to the people who engage the most with her website.

Swift is using Ticketmaster’s Verified Fan program. The move is apparently devised to curb ticket scalping - the act of reselling tickets for admission to events.

Big Concert's Justin van Wyk says scalping has become a problem, even in South Africa.

It is a problem. People are exploiting tickets and selling them on.

Justin van Wyk, Big Concert CFO

He says authorities have started clamping down on companies practicing scalping.

Ticketmaster launched this new technology called Verified Fan, which is exactly what Taylor Swift and Ed Sheeran, Sheeran just cancelled 10 000 tickets in the UK that were sold or bought by scalpers trying to resell them in the secondary market.

Justin van Wyk, Big Concert CFO

Click on the link below to find out how Ticketmaster's new technology works...

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