There were more sales records for Adele’s ’25’ to report yesterday: the album passed 3m units sold in the US, and with 737k sales in the UK, broke Oasis’ longstanding record for opening-week album sales too.
But the day’s big news was the announcement of a European tour for 2016 – and a blunt message for the secondary ticketing market.
The tour kicks off in Belfast at the end of February before moving through Ireland, the UK, Scandinavia and western Europe.
Fans are being encouraged to sign up on Adele’s official website to get advance access to tickets when they go on sale on 1 December in the UK and the following day elsewhere in Europe, with those advance sales exclusive to her website.
And the blunt message? “The resale of tickets will not be tolerated.”
Update: see our more recent story on how Adele tickets found their way onto secondary sites within hours of the first fan pre-sale.
That’s a bold move, certainly for markets like the UK where it is not illegal to resell tickets for concerts, although depending on the terms and conditions, promoters could bring civil prosecutions against people who do it.
That said, promoters can certainly deny entry to people who aren’t the named ticketholders. As much as we hate to raise this topic, in the wake of the recent Paris attacks any major concert may be considered as a potential terrorist target – Adele will play gigs in both Paris and Brussels next June – so moving against ticket reselling could also be pitched as a security move.
Adele’s tour – a US jaunt will surely follow – will be THE hot ticket of 2016, so it will be fascinating to see how the promoter tries to stamp out resales entirely. The pre-registration and ID-at-the-door approach taken by festivals like Glastonbury may be a guide.
One final note: Adele’s tour looks like the latest coup for live music/tech firm Songkick, which gets a credit on the live.adele.com page. The extent of its involvement has yet to be announced, but may become clearer on Sunday when fans are emailed details on how to apply for advance tickets.