Adele concert tour: Ticketmaster flooded with 10 million fans looking for tickets
Anticipation for Adele’s North American concert tour is uncalcuably high — like, in the tens of millions high. In an in-house memo, president of Ticketmaster North America Jared Smith remarked that more than 10 million fans flooded the service to try and score seats.
Billboard obtained the memo directed to Ticketmaster staffers, and it read in part, “Thanks to your efforts even with what I’m told was easily an all-time record of 10 million + fans rushing to our site — we delivered a good experience for as many fans as possible.”
A rep for Ticketmaster confirmed the numbers in a statement to EW: “Over the course of the morning on-sales, Ticketmaster saw an all-time high of more than 10 million fans in queue for our total approximate allotment of just over 400,000 tickets. In spite of the unprecedented demand for this amazing artist, Ticketmaster successfully sold through its allotment in less than an hour per date.
“In addition, our technology was able to detect and block in excess of 1 million computer automated bots, helping ensure that the tickets we sold ended up in the hands of real fans.”
Disappointed fans who missed out on tickets took to social media to share their frustrations, many of them using Adele lyrics and puns to ease the pain.
“Unfortunately, when there is such a exceptional artist with unprecedented demand against short supply, there are inevitably going to be disappointed fans,” Smith continued in the memo. “As you know, artists are the center of Live Nation and we work side by side with them to meet their goals. In this case, we worked with Adele’s team to help achieve their goal of having a consistent set-up across all the different ticketing companies that were selling dates on her North American tour. Although that has clearly created confusion with fans and ultimately the media on what happened on which sites, we wanted to make sure you know just how much we appreciate your incredible preparation and that we are pleased with how we did.”
Adele’s North American tour will begin on July 5 with a concert in St. Paul, Minnesota, and includes six nights each in both Los Angeles’ Staples Center and New York City’s Madison Square Garden. You can see the full list of dates here.
This story has been updated with more information.