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.

霉霉的演唱會票房向來是高居不下，預計今年夏天她的“reputation”巡回演唱會票房將達到4.5億美元。

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.

泰勒采取了同Jay-Z和滾石樂隊一樣的策略：演唱會開始之前，在主要市場拔高票價并且限量發售。

That means few, if any, early sellouts but huge revenues, as tickets, especially premium seats, are marked up much higher than previous tours.

這樣一來，即使賣很少的票就能獲得相當可觀的利潤，因為本次視野較好的座位的標價比之前的演唱會都要高。

In markets like Los Angeles, Swift has sold 110,000 tickets for her May 18 and 19 concerts at the Rose Bowl, an increase of 36 percent over her 2024 visit, where she performed six shows at Staples Center for 81,000 fans. Thousands of tickets for both Rose Bowl concerts are still available and promoter Louis Messina told Billboard in December he was confident every show on the tour would sell out over the next five months.

在洛杉磯，泰勒5月18.19日兩天在玫瑰碗演唱會門票已經賣出了11萬張，比2024年增長了36%，那時她在斯臺普斯球場的演唱會到場的粉絲只有8.1萬。如今玫瑰碗的演唱會門票還有上千張待售，該活動的籌辦人Louis Messina12月接受Billboard 采訪時說，今年的每場演唱會門票在5個月后都會脫銷，她對此很是篤定。

The idea is to charge what people end up eventually paying for the ticket on the secondary market, capturing the revenue for the artist and making it more difficult for scalpers to flip the tickets on the secondary. While the practice does shift spending toward the artist, several ticketing professionals say they are concerned about how Swift’s high ticket prices will affect consumers.

這一設想是基于次級市場中人們的消費能力，保證演員的收入以及防止次級市場的黃牛倒賣現象。盡管它不會影響演員的收益，但是據行內人士分析，高票價的確會影響到消費者。

At Houston's NRG Stadium, where Swift plays Sept. 29, the cheapest tickets are $160 apiece, with some seats listed high up in the rafters selling for $230, meaning a young fan would have to pay between $400-$500 for a pair of tickets to her show.

泰勒將于9月29日在休斯敦的NRG體育館舉辦演唱會，這里最便宜的票為160美元一張，房梁處座位的售價則為230美元，也就是說，平均一個粉絲來看演唱會要花400-500美元。

"Whenever I see an upper deck ticket priced above $200 for a football stadium tour I have a hard time imagining that fan will leave the show thinking they got their money's worth,” says Patrick Ryan, co-founder of ticketing and distribution company Eventellect. "Regardless of whether they bought that ticket on the primary or secondary market, $200 is a lot to spend on a seat literally in the rafters.”

Patrick Ryan是票務發行公司的Eventellect的聯合創始人，他說：“在體育館的房梁上看演唱會都要花200美元，我很難想象歌迷們是怎樣的體驗，他們是否會覺得這錢花的值？不管是在主要市場還是次級市場，花200美元在房梁上看演出都有點不值。”

While Ryan says he believes it is "good that the artist is taking a harder look at the ticket prices and isn't focused on getting an immediate sellout,” he said the consequences of high ticket prices could mean fans "go to fewer sporting events and other concerts during that same time frame.”

盡管他覺得“歌手抬高票價并且不急于將門票銷售一空是件好事”，但他還是認為高票價會“減少歌迷們去看同期其他現場表演的機會。

"Overall, it's good and smart for Taylor to price her tickets higher,” he says, "but it could cannibalize other games or shows, because for most consumers, they don’t have an endless budget.”

Ryan說：“總的來說，抬高票價的做法對泰勒來說是個不錯的策略，但它同時也會沖擊其他比賽和演唱會門票的銷量，因為大部分消費者的支付能力都是有限的。”

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.

霉霉的演唱會票房向來是高居不下，預計今年夏天她的“reputation”巡回演唱會票房將達到4.5億美元。

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.

泰勒采取了同Jay-Z和滾石樂隊一樣的策略：演唱會開始之前，在主要市場拔高票價并且限量發售。

That means few, if any, early sellouts but huge revenues, as tickets, especially premium seats, are marked up much higher than previous tours.

這樣一來，即使賣很少的票就能獲得相當可觀的利潤，因為本次視野較好的座位的標價比之前的演唱會都要高。

In markets like Los Angeles, Swift has sold 110,000 tickets for her May 18 and 19 concerts at the Rose Bowl, an increase of 36 percent over her 2024 visit, where she performed six shows at Staples Center for 81,000 fans. Thousands of tickets for both Rose Bowl concerts are still available and promoter Louis Messina told Billboard in December he was confident every show on the tour would sell out over the next five months.

在洛杉磯，泰勒5月18.19日兩天在玫瑰碗演唱會門票已經賣出了11萬張，比2024年增長了36%，那時她在斯臺普斯球場的演唱會到場的粉絲只有8.1萬。如今玫瑰碗的演唱會門票還有上千張待售，該活動的籌辦人Louis Messina12月接受Billboard 采訪時說，今年的每場演唱會門票在5個月后都會脫銷，她對此很是篤定。

The idea is to charge what people end up eventually paying for the ticket on the secondary market, capturing the revenue for the artist and making it more difficult for scalpers to flip the tickets on the secondary. While the practice does shift spending toward the artist, several ticketing professionals say they are concerned about how Swift’s high ticket prices will affect consumers.

這一設想是基于次級市場中人們的消費能力，保證演員的收入以及防止次級市場的黃牛倒賣現象。盡管它不會影響演員的收益，但是據行內人士分析，高票價的確會影響到消費者。

At Houston's NRG Stadium, where Swift plays Sept. 29, the cheapest tickets are $160 apiece, with some seats listed high up in the rafters selling for $230, meaning a young fan would have to pay between $400-$500 for a pair of tickets to her show.

泰勒將于9月29日在休斯敦的NRG體育館舉辦演唱會，這里最便宜的票為160美元一張，房梁處座位的售價則為230美元，也就是說，平均一個粉絲來看演唱會要花400-500美元。

"Whenever I see an upper deck ticket priced above $200 for a football stadium tour I have a hard time imagining that fan will leave the show thinking they got their money's worth,” says Patrick Ryan, co-founder of ticketing and distribution company Eventellect. "Regardless of whether they bought that ticket on the primary or secondary market, $200 is a lot to spend on a seat literally in the rafters.”

Patrick Ryan是票務發行公司的Eventellect的聯合創始人，他說：“在體育館的房梁上看演唱會都要花200美元，我很難想象歌迷們是怎樣的體驗，他們是否會覺得這錢花的值？不管是在主要市場還是次級市場，花200美元在房梁上看演出都有點不值。”

While Ryan says he believes it is "good that the artist is taking a harder look at the ticket prices and isn't focused on getting an immediate sellout,” he said the consequences of high ticket prices could mean fans "go to fewer sporting events and other concerts during that same time frame.”

盡管他覺得“歌手抬高票價并且不急于將門票銷售一空是件好事”，但他還是認為高票價會“減少歌迷們去看同期其他現場表演的機會。

"Overall, it's good and smart for Taylor to price her tickets higher,” he says, "but it could cannibalize other games or shows, because for most consumers, they don’t have an endless budget.”

Ryan說：“總的來說，抬高票價的做法對泰勒來說是個不錯的策略，但它同時也會沖擊其他比賽和演唱會門票的銷量，因為大部分消費者的支付能力都是有限的。”