When highly anticipated concert tours go on sale, fans often scramble to purchase presale tickets to ensure they secure seats before the general public on-sale. Presale tickets give dedicated fans first access to seats through various presale offerings before the wide release. This system helps control inventory and limit scalpers buying large quantities for resale. So how exactly are these coveted presale tickets allocated?
What are presale tickets?
Presale tickets are concert tickets sold before the general on-sale date during an exclusive presale window. There are usually multiple presales for big tours, with each presale targeting a specific group. The different types of presales include:
- Artist presale – for fans signed up to the artist’s email list or fan club
- Venue presale – for fans signed up to the venue’s email list
- VIP packages – bundled with exclusive merchandise and perks
- American Express presale – for American Express cardholders
- Radio presale – for listeners of radio partners
- Spotify presale – for Spotify subscribers
- Ticketmaster presale – for Ticketmaster customers
These presales typically happen the week before the general on-sale and are promoted on the artist’s website and social media. Presale ticket codes are required to access and purchase tickets during the presale windows.
Why have presale tickets?
Presales allow artists and promoters to leverage their fan databases and partners to sell tickets directly to their biggest supporters first. This incentive encourages fans to sign up for email lists, fan clubs, and streaming platforms to gain early ticket access. It also limits scalpers and bots from buying up all inventory during the general on-sale.
Presales stagger inventory release over multiple days, preventing all tickets from selling out instantly. High demand shows often sell out presales quickly, emphasizing the importance of participating for best ticket selection.
How are presale allocations determined?
Artists, promoters, and venues determine presale ticket allocations based on a few key factors:
- Overall inventory – Larger venue capacity means more tickets available for presale.
- Demand forecasting – Past tour sales data and online buzz influences projections.
- Percentage splits – Typical artist presale allocation is 25-50% of house, with the remainder split among other presale groups.
- Turnout expectations – Fan club and artist presales tend to have the highest turnout and engagement.
The artist and promoter strategically coordinate presale offerings to optimize sales, limiting cannibalization across presale groups. If a high percentage of the crowd are American Express cardholders, for example, they may get a larger allocation.
How do fan clubs and artist presales work?
Diehard fans join artist fan clubs, such as Fifth Harmony’s Harmonizer Fan Club or Garth Brooks’ G-Team, to access membership perks like presale ticket access. Upon a tour announcement, fan club members receive a special presale code via email to purchase tickets early.
Similarly, fans signed up to the artist’s email mailing list will receive notice of the artist presale and instructions to access a code. Special VIP packages with exclusive merchandise and premium seats are also sometimes offered during this presale window to reward superfans.
Fan club and artist presales typically have the earliest access, starting 1-3 days before the general on-sale. Only fan club members and email list subscribers with the code can purchase during this presale.
How do Spotify and streaming presales work?
Streaming platforms like Spotify run special presales for their most engaged listeners and subscribers. To access the Spotify presale, fans must:
- Follow the artist on Spotify
- Have an active Spotify account (free or premium)
- Receive a Spotify presale email with code
Eligible listeners can use their unique code to purchase tickets before the general public. Spotify sometimes includes free merch or upgrades for buyers during their presale.
Other platforms like SoundCloud, YouTube, and SiriusXM also hold special presales for their loyal subscribers and followers.
How does the American Express presale work?
American Express cardholders can access exclusive presale ticket offers through the American Express Experiences program. AmEx partners with major concert promoters to give card members early ticket buying opportunities. Presale events are invitation-only and announced through email.
During the presale, AmEx cardholders log into their AmEx account and visit the Amex Experiences site to redeem the special offer and purchase tickets. Only AmEx cards are accepted for payment during this presale window.
How do radio presales work?
Popular radio stations partner with concert promoters to give their listeners advance access to presale tickets. Fans must tune into the station for presale passwords or codes to purchase tickets online before the general public.
Radio presales build local hype and promotion for the concert over the air. Top stations in each tour market typically participate to engage their established listener base.
How does the Ticketmaster presale work?
Ticketmaster runs a special presale for their customers called the Verified Fan Presale. Fans must register for Ticketmaster Verified Fan and get a unique code to access the presale. This helps filter out scalpers and bots.
Active Ticketmaster customers also receive presale code emails with early ticketing links. This presale incentive encourages more customers to purchase through Ticketmaster.com directly.
Tips for accessing presale tickets
Here are some key tips for fans to successfully score presale tickets:
- Join email lists, fan clubs, Spotify – Sign up ahead of tour announcements to get presale codes
- Follow tour announcements – Mark your calendar for presale dates
- Setup accounts – Have Ticketmaster, Spotify, etc accounts ready to go
- Check presales daily – Different presales occur on different days
- Use correct codes – Unique for each presale group
- Log in early – Be ready to search tickets right at the start time
Searching for seats right when the presale starts gives you first pick of available inventory before the best tickets sell out.
Conclusion
Scoring presale concert tickets involves awareness of the various presales, preparation with fan group memberships, and quick online ticket buying skills. Artists allocate tickets strategically across presales to give more fans early access. Joining fan clubs, email lists, Spotify, and Ticketmaster ahead of time can help determined fans get ahead of the crowds and purchase coveted seats to see their favorite acts live.