The headline-grabbing frenzy to secure tickets to Taylor SwiftB次元官网网址檚 Toronto shows is a culmination of the pop starB次元官网网址檚 B次元官网网址渦niqueB次元官网网址� status in music history and her brilliant marketing skills, says a professor who taught a course on the subject.

Jamie Gillies, a communications and public policy professor who led the B次元官网网址淐ommunications and Taylor SwiftB次元官网网址� course at St. Thomas University in New Brunswick, says itB次元官网网址檚 no surprise that many Swifties were left on waitlists B次元官网网址� or shut out altogether B次元官网网址� in their attempts so far to buy coveted tickets for the only Canadian stop of the global Eras Tour.

B次元官网网址淚 think the challenge with Toronto is itB次元官网网址檚 six shows for 40 million people (across Canada), right? So theyB次元官网网址檙e probably the most in-demand tickets, even more than the ones that have happened in U.S. and Europe, simply because thereB次元官网网址檚 so many people trying to go to these six shows,B次元官网网址� Gillies said in an interview.

The first day of Ticketmaster presales on Wednesday was marked by celebration and disappointment, as some fans scored seats for the first two nights of SwiftB次元官网网址檚 Toronto stop in November 2024 while others were wait-listed. When the next two dates went on sale Thursday, fans took to social media to report similar outcomes: the lucky ones got tickets while many more received the dreaded waitlist email.

Ticketmaster is staggering ticket sales for the six shows at TorontoB次元官网网址檚 Rogers Centre over three days to avoid online technical issues Swift fans may have encountered for past shows. Buyers must have already registered for and received a B次元官网网址渧erified fanB次元官网网址� sale code in order to get in the virtual queue for the tickets.

Tickets are already being listed for resale on websites such as StubHub and SeatGeek for thousands of dollars each.

For fans like Emily Lessard, the disappointment of losing the Ticketmaster lottery is only compounded by the exorbitant price of resale tickets.

B次元官网网址淭he nose bleeds at the Rogers Centre B次元官网网址� people are selling those for $1,700 per ticket and itB次元官网网址檚 just outrageous,B次元官网网址� said the 29-year-old Cambridge, Ont., resident who was planning to buy one ticket with money borrowed from family members had she been successful in getting a Ticketmaster presale code.

B次元官网网址淚tB次元官网网址檚 upsetting because B次元官网网址� IB次元官网网址檝e been a Taylor Swift fan for more than half my life. IB次元官网网址檝e literally got YouTube videos of myself out there when I was like 14, singing her songs and stuff. And it just really sucks that only certain fans who can afford to go can go.B次元官网网址�

Gillies, who hopes to score his own tickets through the Royal BankB次元官网网址檚 exclusive allocation of seats for its Avion members next week, said SwiftB次元官网网址檚 enormous popularity means that her fans are actually B次元官网网址渉appy to spend moneyB次元官网网址� to see her shows and buy related merchandise.

B次元官网网址淲hat makes it so interesting is that people are generally satisfied if theyB次元官网网址檙e able to get tickets to a Taylor Swift show for $1,000 each,B次元官网网址� he said, calling it a B次元官网网址済enuineB次元官网网址� phenomenon.

Swift and her team have developed marketing and branding strategies that revolve around her ability B次元官网网址渢o sell herself, to sell authenticity, sell people the idea B次元官网网址� of being close to Taylor Swift,B次元官网网址� Gillies said.

B次元官网网址淚 think the big thing that makes her incredibly unique is she came along in the music industry at such a fascinating time, sort of between millennials and gen Z, and the sort of newer, younger kids. She kind of hit at a particular time where she carried with her about 20 yearsB次元官网网址� worth of fans,B次元官网网址� he added, calling her B次元官网网址渢he voice of a couple of generationsB次元官网网址� and B次元官网网址渙ne of the greatest songwriters of all time.B次元官网网址�

Gillies said the demand for Swift is so big, B次元官网网址渟he could put on a show every night of the year B次元官网网址� so 300 plus shows B次元官网网址� and they would all sell out.B次元官网网址�

Losing out on Swift tickets is more than just missing a fun concert, Lessard said.

B次元官网网址淲hen you go to her concerts, youB次元官网网址檙e all friends. We exchange friendship bracelets and stuff like that. So it sucks to be in this position, but I also know I feel some solidarity because I know that a lot of other people are in the same position. So we can bond in our Taylor Swift disappointment era, I guess you could say.B次元官网网址�

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