Does it matter if tours don’t sell out?

They’re among the biggest stars in the world, but Taylor Swift and Beyonce have struggled to sell out some of their UK and Irish stadium shows this summer.

Tickets have remained available for every date of Swift’s UK tour, and fans in Dublin, where she plays this weekend, have reported that tickets are being given away for free.

According to Scottish fans tickets for Beyonce and Jay-Z’s joint OTR II show were being handed out for free in Glasgow last weekend.

The concerts have been far from empty, however, and many more people have seen the stars than if they’d played in arenas.

Other singers like Ed Sheeran, who plays four shows at Wembley Stadium this week, have had fewer problems shifting tickets.

So what’s going on with shows that have sold less well? Here are some explanations for why ticket sales may have been lacklustre.

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