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Source: The Verge
Summary
Spotify is introducing “Reserved,” a system that will reserve two concert tickets for superfans of an artist before they go on sale to the public. The feature is designed to reward loyal fans and give them exclusive access to tickets. According to Spotify, the system will use data and insights to identify superfans and offer them tickets before the general public.
Our Reading
The launch follows a familiar script.
Spotify’s “Reserved” system sounds like a rebranded version of existing fan club pre-sales. The company claims it will use data to identify superfans, but this sounds like a fancy way of saying “people who listen to an artist a lot.” The feature will reserve two tickets per fan, because that’s definitely enough to make a difference in the grand scheme of ticket sales. And of course, this is being touted as a way to “reward” fans, rather than a way to make more money off of them.
Spotify is just finding new ways to sell tickets to the same people who already buy them.
Author: Evan Null
