IRON MAIDEN are drastically reducing the number of tickets for their shows that end up on secondary sites by employing strict and comprehensive anti-touting measures.
Working with Ticketmaster (TM), the band is using paperless tickets at many of the venues on its Legacy of the Beast UK tour, promoted by TM-owner Live Nation Entertainment later this year.
The results come from a determined fan awareness campaign, personalised tickets, a four-ticket limit per purchase and the buyer to show their debit/credit card and photo ID before entry.
“This is about protecting the fans from being ripped-off, allowing them to buy tickets for gigs at fair prices, which in turn means that they can afford to go to more gigs,” Maiden manager Rod Smallwood, long-time campaigner against touting, tells LIVE UK.
“The fans, managers and promoters should not have to jump through such hoops just to stop the plague that is secondary ticketing, where fairness to the fans is being sacrificed to sheer greed.”
The steps have meant that no tickets have been listed on resale sites Get Me In and Seatwave, which are owned by TM, or eBay-owned StubHub, while Switzerland-based Viagogo has been limited to listing only 189, since the UK shows went on sale late last year. The majority of these are believed to be fake tickets as they were listed prior to the on-sale date.
“It has actually proved relatively simple to almost totally eliminate the secondary ticketing market around the tour,” says Smallwood. “There are better systems in place to do this now, particularly paperless ticketing.”
Smallwood, his Phantom Management company and Maiden have consistently fought to ensure tickets go directly to fans and used similar techniques for the band’s 12-date UK tour in May, helping to restrict the amount of tickets on secondary sites to 207 on Viagogo, out of 156,000 sold.
This is in contrast to the band’s 10-date tour in 2010, when 6,294 tickets were placed on secondary sites within 48 hours of going on sale.
“Ticketmaster gave us great support and we have had no complaints from fans,” adds Smallwood.
Ticket exchange issues are dealt with by TM and the team and Phantom, while people are also in place at shows to deal with any ID problems, such as parents buying tickets for their children.
Maiden play venues including London’s The O2 (cap. 21,000), Manchester Arena (20,000) and Belfast’s The SSE Arena (10,800).