We’ve reported on the growth of Ticketmaster’s Verified Fan initiative earlier in this bulletin, but in separate news yesterday, the company had some news on the artist front.
U2 are going to use Verified Fan for all the tickets sold for their upcoming US tour, rather than just a portion of them like previous artists have. Ticketmaster will be running pre-sales for U2’s fan club as well as their branded partnership with bank Citi.
Parent company Live Nation is promoting the tour, with its chairman of global music and president, global touring Arthur Fogel stressing the tout-tackling aspects.
“I think every artist wants their tickets getting into the hands of real fans,” he told Billboard. “When you look at what’s happening in the industry and why people are doing Verified Fan, it makes complete sense for U2.”
While Ticketmaster’s legal battle with Songkick (or what’s left of it) continues – the latter company developed its own technology to separate fans from touts and bots and used it for artists including Adele – it’s clear that Verified Fan is starting to gain traction with major artists.