Taylor Swift's highly anticipated world tour is reportedly set to be a flop, with the finger being pointed at sky-high ticket prices, stringent security measures and the singer's own damaged reputation.
The New York Post reports that sales across the world have not being going well - and its citing the massive mark-up on tickets as the primary reason.
Not a single one of Swift's 33 concerts in North America have sold out yet for her Reputation World Tour, the report says - even though tickets for her 1989 World Tour sold out in minutes when they went on sale two years ago.
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One music industry source told the New York Post "sales so far have been a mega disappointment”, adding that "there are hundreds if not thousands of tickets left for every show”.
The pop songstress' single New Zealand concert at Mt Smart Stadium has not sold out either, with spots still available for every ticket type. In contrast, two Spark Arena shows on Swift's Red Tour sold out in 2013, resulting in organisers arranging a third show to cater for those who missed out.
Swift's reputation took a hit in 2016 after it was alleged she lied about giving Kanye West permission to call her a "b*tch" in a song, her album Reputation still garnered excellent sales - so it is unlikely this is the rationale for the poor ticket sales.
The New York Post suggests would-be concert-goers have been affected by high prices. In Auckland, floor seats for Swift's show cost $250 apiece.
Ticketmaster's Verified Fan programme has also been blamed for its stringent measures stopping scalpers from purchasing tickets.
Ticketmaster has not responded to Newshub's request for comment.