Face value ticket reseller Twickets has partnered with Queen + Adam Lambert as the group kicks off their Rhapsody tour on the heels of the record-breaking film, Bohemian Rhapsody. The North American leg of the tour will launch in July at Rogers Arena in Vancouver, B.C. and feature Twickets at the official resale partner.
Queen is one of several artists that have partnered with Twickets since the U.K.-based company announced its presence in the US roughly a year ago. In the past six months, in addition to Queen Twickets has become the official US reseller for Eric Church, Arctic Monkeys and Elton John’s farewell Yellow Brick Road tour.
“The U.S. market is vast and very different from the European market, but it feels that the sentiment from artists is very similar. They really want to make sure that their fans have an option that’s ethical and trusted,” Ant Cauchi, head of US for Twickets tells Amplify.
With prices capped at face value (original booking fee included based on the seller’s discretion), Twickets serves as a place for true music fans to offload tickets they are unable to use to other true music fans. The company was established six years ago by founder Richard Davies in UK to counter the growth of the secondary market.
Fans can only sell tickets for face value and the buyer incurs a 10% booking fee for the purchase of the ticket and has just under a million users in the UK alone.
“The same issues apply everywhere. We’re not always going to be the solution to every artist or to every fan’s needs, but we are increasingly becoming that for a majority of people as people’s attitude towards the secondary market changes,” says Davies. “These things are a slow burn. It is about building trust and transparency with both sets of audiences, with the artist community and the fan community.”
Cauchi explains that there was a heavy sense of skepticism that a fan to fan exchange like Twickets could work in the US, but the company has already expanded from just New York to across the country and into Canada as well.
“There are always going to be people who want to make a profit from their ticket, but there are also a large portion of people who wanted to do the right thing by the artist and the right thing by fans,” Cauchi says.
“What we have seen is a real change in culture over the years and people becoming more educated in terms of how the secondary market works and how it dominated by professional scalpers,” adds Davies.
In the last year, the UK has seen high profile shakeups in its ticketing market including Amazon Tickets shuttering its doors in February, Google adding regulations for ticket resellers, Competition & Markets Authority (CMA) investigations into the biggest secondary ticketers and Ticketmaster & AXS cutting ties with resellers for their own capped models.
“The model that people have adopted over this past year is very much our model. I think we’ve been proven right in the end,” says Davies, who adds that Twickets isn’t concerned about competing with Ticketmaster or AXS’s capped resale platforms.
Davies adds that Twickets recently partnered with Ed Sheeran for his record-breaking tour which featured dozens of primary tickets across the world.
“What makes us different to everybody else is that we are able to trade any ticket to any event, always at face value no matter where you are in the world,” says Davies. “We’re interested in the fan. We simplify things for the fan. They know that they can come to us. They know they can buy, sell or trade any ticket to pretty much any event.”