Shake It Off: Despite Negative Press, Taylor Swift's Reputation Tour Could Be One of the Biggest of All Time

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Published by Billboard Magazine
January 2, 2018

Taylor Swift is on track to chart one of the highest-grossing tours of all time, with projections that she could sell $450 million worth of tickets on her Reputation stadium tour which kicks off this summer.

Swift is using a strategy deployed by Jay-Z and bands like The Rolling Stones -- price tickets high and have seats available on the primary market up until the day of show. That means few, if any, early sellouts but huge revenues, as tickets, especially premium seats, are marked up much higher than previous tours. Read more...