Iron Maiden’s efforts to safeguard their fans against touting and counterfeiting ahead of 2017’s The Book Of Souls UK arena tour – which starts on May 4 – has been hailed a triumph by fans, promoters and legitimate ticketing sites.
By implementing an extensive paperless yicketing policy and ensuring all other available tickets would carry the name of the purchaser – and would also require the purchaser’s credit card and ID on entry – the number of tickets available at inflated prices on the secondary platforms plummeted by more than 95% compared with the band’s last UK arena tour in 2011.
By eliminating many of the resale platforms there was nowhere for the so-called ticketing power brokers and counterfeiters to go to sell. This largely eliminated touting and kept tickets on the official box office at the correct price with more than 100,000 tickets sold on the first day – all at the intended price.
Maiden’s Manager Rod Smallwood said: “We are delighted that the paperless ticketing system and other measures we instigated here in the UK have proved a massive deterrent to touts and counterfeiters.
“We want to thank our fans for their enduring support and patience. We appreciate that our stringent policy has meant fans having to jump over one more hurdle in the ticket-buying process but the results speak for themselves and I think everyone can agree this was well worth it.
“We’ve calculated that around £1m worth of mark-up on tickets is not sitting in the hands of touts but instead the tickets are sitting in the hands of the fans at the correct price. We think that is a great result and makes all our efforts worthwhile.
Nigel Adams MP, Chair of the APPG on Music added: “Iron Maiden and their management should be commended for their innovative approach to tackling touts. For too long, genuine fans have been fleeced by professional, well organised and greedy large scale touts who use secondary ticketing sites to profiteer. With both industry and government beginning to take action against the touts, I am hopeful we will see a fairer ticketing industry sooner rather than later.”
Andy Copping, President UK Touring, Live Nation added: “The plan put in place to help Iron Maiden minimise resale has been a huge success. It’s great to see so many fans get behind the band and understand what they were aiming to achieve. I look forward to the tour in May.”
Although both shows at London’s O2 Arena and most other shows are already sold out for the May tour, fans can still get their hands on tickets at face value The Book Of Souls UK Tour 2017 in Aberdeen, Newcastle, Leeds, Sheffield and Manchester via TicketMaster.co.uk or IronMaiden.com/tours.