Avid fans dive into the all-too-real highs and lows of scoring event tickets
By: Atiya Malik
Rising tensions during ticket sales have fans on edge (Nalyn Tindall/CanCulture)
From outrageous fees that seem to multiply with every click, to the battle against scalpers and bots, the path to securing coveted event tickets can be a hair-pulling journey.
If you have shown any interest in attending an event, you may have encountered the undeniable struggles that come with using Ticketmaster. The entertainment site where fans can buy verified tickets for concerts, sports, theatre and more, is both a blessing and a curse. But most importantly, not for the faint of heart.
Act I: The (sort of) Calm Before the Storm
The process of securing event tickets can be broken down into three crucial stages. The first is pre-sale, a limited time period where fans can register to receive a unique code that will then give them access to participate in ticket sales before it is opened to the general public. This means there are generally fewer people competing for tickets and often lower prices. However, not everyone who signs up is guaranteed to receive a code. According to fans, preparations begin days and even weeks before the day tickets are actually available. Pre-sale quite literally requires a game plan.
“When I buy tickets for concerts, I think of it strategically. I don't base it off of luck. I'm gonna go in at a certain time, and I'm going to do this at a certain time. I know what it takes. I have to plan ahead to get the seats I want, and that includes using backup accounts,” said Nanthana Balachandran, an avid concert enthusiast and first-year student at Toronto Metropolitan University.
Fans emphasize that even after signing up for pre-sale with multiple accounts and taking the necessary steps in hopes of getting those beautiful and shiny tickets, nothing is guaranteed.
Balachandran tried to get pre-sale tickets for the highly anticipated Taylor Swift Eras Tour in Toronto but was one of the millions of unsuccessful fans. According to iHeartRadio, an estimated 31 million people signed up for The Eras Tour tickets in Toronto. That is nearly as many people as Canada’s total population of 38 million. To top it all off, according to The Globe and Mail, fans only really had a one in 400 chance of getting that prized email.
So, if you didn't get that code, odds are your friends didn’t either. Unless you know about 400 people.
Act II: The Heart-Pounding Moment of Truth
If you missed out on pre-sale, rest assured because you might still be able to scoop up some tickets on the official release day. However, whether it's through pre-sale or on release day, the emotions experienced during this process can be similar and rather dystopian.
Once the countdown to ticket sales begins, panic sets in, and you ponder the profound questions of the universe: Am I going to make it? How many people are ahead of me? Do I have to solve a puzzle to prove I'm human?
When attempting to secure tickets for Olivia Rodrigo, “I was waiting for ages in the queue, and I suddenly got in, but there were literally no tickets available except for nosebleeds reaching closer to $1000,” said Laleh Haidary, an experienced Ticketmaster user and third-year student at the University of Toronto. “So I'm here refreshing and refreshing, nothing's working, my brother's playing Drivers License in the back to taunt me, it was so upsetting. But I kept on refreshing and somehow one ticket popped up that was around $500 and I was able to get it!”
Instead of worrying about other fans getting tickets before you, the real opponents on Ticketmaster are bots and scalpers.
Bots run through automatic software programs that are able to purchase large amounts of tickets in only seconds. This leaves true fans in a heart-pounding race against robots. Scalpers, on the other hand, are individuals or groups who also buy large amounts of tickets at rapid speeds. Both then resell these tickets at extremely inflated prices.
“It’s horrible! There's so many people out there that want to see their favourite artists and are willing to pay the money, but they literally can't because there's others benefiting and profiting off of it,” said Haidary.
““So I’m here refreshing and refreshing, nothing’s working, my brother’s playing Drivers License in the back to taunt me, it was so upsetting. ”
With tickets vanishing and time ticking, it's truly a race against the clock.
Act III: Mind Over Matter
With sweat beads rolling down your face, hands shaking, and eyes strained from staring at the loading circle on your screen, the Squid Games are now over. You have proven your adversity to withstand this Hollywood thriller-like process, even if it left you with scars and no ticket in hand.
“Convince yourself into thinking that even if you don't get tickets, it's not a big deal because you have a lot of other opportunities. It's not a make or break,” said Haidary. In other words, don't beat yourself up about it and focus on the future.
Balachandran emphasizes that if you’re buying tickets, plan ahead and know your audience to anticipate how intense it might be and prepare for surprises.
Though some surprises are unavoidable, such as bots, scalpers, or the never-ending puzzles identifying traffic lights, cars and other various mechanical objects, optimism is key to take you through this process… or delusion. Just remember you're never alone during this Shakespearean journey.
And to all those who await future ticket sales, may the odds be ever in your favour.