How Taylor Swift changed the course of the concert ticketing businesses.
as well — it’s that unlike with some of Swift’s past tours, most of that money will be going into her pocket, and not scalpers.
The nexus between ticket prices at the box office and what ticket flippers can sell them for on sites like StubHub was also a problem that Live Nation chief executive, newly hired head of musicand company product engineers, the team developed an aggressive pricing strategy to make more money for artists by pricing tickets closer to what they would sell for on the secondary markets.
Adler could not have been more wrong. By avoiding the urge to price tickets so that they would immediately sell out, Swift’s long game, higher priced approach brought in $345.7 million, making it one of the highest grossing tours of all time.
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