EconomyFinancialTicket resale: the 'influencer' of the 108 tickets is...

Ticket resale: the 'influencer' of the 108 tickets is just the tip of the iceberg

A couple of weeks ago, an influencer shared on her social networks that she had more than 100 tickets for the Corona Capital festival for resale, a month after thousands of people on social networks complained about being on the waiting list to acquire the tickets. tickets, which sold out in presale in less than an hour.

With sold out tickets, music lovers prefer to buy from a third party before missing out on their favorite bands. “I made attempts on my computer while a friend did the same on his. Neither of us could close the purchase . Now, we hope that at the last minute someone will sell their tickets to go to the festival”, says Jorge Lozano.

But influencers are not the only channel. In social networks there are some pages and groups where it is possible to buy and sell concert tickets . There are those who offer because they cannot attend, and offer a couple of tickets, and there are also those who have tickets of different prices, locations and dates.

In addition to social networks, there are pages like Stubhub and Viagogo , where some sellers can also upload their tickets at the price they consider most convenient. The difference is that for some events, the platforms establish direct agreements with the organizers.

Within Ticketmaster measures have been taken. A person with knowledge of the matter commented to Expansión that they have carried out audits to detect if there are employees involved in the resale of tickets , although the results are not yet known. In addition, there is a group of collaborators dedicated to monitoring the sale outside the company’s system to investigate how the resellers acquire these tickets.

Even with the efforts, the resale practices have new channels in social networks. Just by typing “ticket sales” in social network search engines like Facebook, it is possible to find groups for events in the main venues of the country’s capital: soccer matches, theater, children’s shows and concerts of all genres.

Given the controversy generated, the company has already taken action on the matter and filed a lawsuit against the influencer , while the Federal Consumer Protection Agency ( Profeco ), asked the company for information on its anti-resale controls. Neither party was available to delve into the matter until press time.

The influencer argued that she was an ambassador for the festival and that is why she had such a number of tickets. Then, the festival declared on social networks that it does not have the figure of “ambassadors”, while Ticketmaster distanced itself from the reseller .

Víctor Manuel Alonso Inclán, a specialist at the Law School of La Salle University, considers it likely that the company will present a lawsuit in civil matters; however, there may be little impact to limit ticket resale .

“If the judge agrees with Ticketmaster, it will be for this specific case and the very specific characteristics. We will have to see how the influencer defends herself. That this influences so that [the resale of tickets via the Internet] does not continue to be done, I highly doubt it, but it may be that it influences the generation of a norm in this regard , ”he considers.

An event organizer and personal manager of different groups reports that it is not a common practice to give a large number of event tickets to one person , since, in most cases, those who obtain tickets –either as gifts or as part of of some type of accreditation – they must deliver a control and witnesses on the dynamics of delivery and reception of the same.

“It is not so easy for a person to have more than 100 tickets, they do not usually give out that many. You always have to account for what is done with any type of accreditation, even when the musicians have guests”, he explains.

Resale, a practice of decades

The resale of tickets for concerts, cultural and sporting events is not a new problem, and on the contrary: it is a practice that has been carried out for years. About 10 years ago, the story of “El Oso de la Guerrero” went viral, a reseller who has been working on this since he was 19 years old, since 1976, alleging that it is only “an administrative fault.”

In various interviews, this character from the downtown neighborhood of Mexico City reported that he, his wife and neighbors or friends formed to buy tickets to different events, to later sell them outside the venues, with the classic “te there are too many or you don’t have enough.”

The source inside Ticketmaster comments that they have detected families who buy tickets, but it is more difficult to block purchases when they are made at the box office or Ticketmaster Centers, such as Liverpool stores. By other means, when anomalies are found, purchases are canceled immediately. This illegal activity is punishable by arrest for between 25 and 36 hours and a fine equivalent to 30 days of minimum wage .

“It has been shown that increasing the sentence does not reduce a crime. What helps to prevent crime is that there is no impunity ; meanwhile, this case will be between individuals and we cannot guarantee that the company will be successful, because there may be an appeal and even an injunction. It remains to be seen how it develops”, concludes Professor de La Salle.

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