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StubHub Hit With Class Action Lawsuit Over Coronavirus Refund Policy

StubHub, the leading secondary ticket seller, is facing a multi-million dollar class-action lawsuit after a last-minute change to its refund policy.

The spread of COVID-19 has rattled every corner of the live music industry. All concerts are postponed until further notice, and most analysts believe venues won’t even consider opening before summer. That news, coupled with the economic pinch being felt by millions around the world, has created a demand for refunds that is unlike anything the entertainment business has seen before. The problem is, most people aren’t getting their money back, including those who use StubHub.

In late March, well after the coronavirus began forcing the cancelation of countless events, StubHub quietly updated its refund policy in a manner that upset many ticketholders. The company announced refunds would only be provided to buyers “where required by law.” Customers living in other parts of the country and world would receive a 120% coupon.

In a March 30 message to the ticket buying community, StubHub president Sukhinder Singh Cassidy explained the policy change.

“We’ve worked hard to create a platform that serves both buyers and sellers as a trusted marketplace,” he wrote. “As a convenience to buyers, acting as an intermediary, we’ve historically made the decision to refund them for canceled events before collecting money from the sellers. We’ve also historically offered sellers more convenience by paying them for ticket sales on our platform before events actually happen. Under normal circumstances, these processes are manageable. Given the impact of the coronavirus, it is not possible to sustain this practice in the near-term. We are facing significant timing delays in recouping funds from the thousands of sellers on our platform, and expect these challenges to continue in the coming months. At the same time, buyers expect immediate refunds. As a result, we’ve enacted new policies in the US and Canada that we believe are clear and fan-first.”

The March 30 email went on to state that 70% of customers had already chosen that option and that StubHub would now be using the coupon alternative as its “standard policy for canceled events, with refunds available in jurisdictions where they are required.”

But this week, fans took action to combat the changes.

A Wisconsin man has filed a $5 million dollar federal class-action lawsuit against StubHub for not refunding money he spent on a suspended NHL game. Matthew McMillan accuses the ticket resale company of breach of contract and negligent misrepresentation, among other claims. McMillan is asking the court to prohibit StubHub from issuing coupons worth 120% of the purchase price in lieu of refunds and to order the company to reinstate its pre-March 20 refund policy.

McMillan’s attorney Nick Coulson tells Billboard StubHub’s conduct is egregious.

“Dumping promised refunds for expiring coupons during the time of greatest financial suffering in recent history is cruel and wrong,” Coulson says. “Especially because people have no idea if they’ll even be able to use the coupons — we don’t know what the next 12 months are going to look like. To the extent that StubHub claims financial constraints have forced its hand (into its customers’ pockets), those constraints are entirely of its own making. Through this action, we hope to provide people some small bit of relief during this uncertain time.”

A spokesperson for StubHub told Billboard the company does not comment on pending litigation.

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BandPage Partners With StubHub: What This Deal Means For Musicians

The secondary ticket market is a thorn in the side of many people, but perhaps  no one is more thoroughly unhappy with that particular marketplace than musicians who gain nothing when tickets to their shows are sold at higher than face value prices. As far as we know there has never been a service that aimed to bring artists into the secondary ticket market, but that now seems to be changing thanks to a recently announced partnership between BandPage and StubHub.

Before you get too excited, StubHub is not offering to cut artists in on the money earned from reselling tickets to their performances. Instead, StubHub will soon begin integrating the BandPage platform into their site, which will allow artists to sell VIP packages, merchandise and other offers on one of the biggest catalogs of tickets for live events in the world.  BandPage has found that online marketplaces typically have conversion rates as much as five times higher than what most artists see in their own online stores, so even though artists won’t get more money from their live show ticket sales they may be able to move a few more shirts or records as demand for their events continues to rise.

According to our friends at Hypebot, Switchfoot, George Clinton and OK Go will be part of a pilot program that tests this new integration. The promotion is expected to launch early this month.

“Being able to offer an upgraded experience like a VIP or merchandise at the moment they are checking out not only helps increase sales for musicians through a brand new channel, it helps improve the overall ticket purchasing and concert-going experience for these valued customers,” said Bruce Flohr, EVP and Chief Strategy Officer at Red Light Management and manager for Switchfoot.

Additional details of the partnership:

  • StubHub will show fans the available items for sale in musicians’ BandPage Stores as they proceed through the checkout
  • StubHub will also leverage insights into musicians’ biggest fans and reach them directly through email with highly targeted offers
  • BandPage will empower musicians with the ability to curate their profiles across StubHub, including StubHub Music, a new mobile concert discovery app for iOS that scans user’s iTunes and Spotify libraries to alert them when their favorite artists are performing at local venues
  • Musicians will be able to control their profile picture, bio and more on these properties directly from their BandPage Profile

Most the artists I have met would rather sites like StubHub not exist at all, but in a world where secondary ticket markets are allowed to operate this new partnership seems like the best opportunity for artists to get in on the financial action spawned by demand for their fast-selling live performances. Some may choose to not participate on grounds doing so is akin to saying you’re okay with people charging your fans above face value prices for tickets, but if that is going to happen either way I see no reason any smart artist would not try to leverage the situation for their own personal gain. After all, the only reason these sites thrive is because of demand for the artist, so it only makes sense that the entertainment industry find a way to lend some kind of olive branch to the people who make it possible for that market to exist.

Whether or not this partnership lasts remains to be seen, but I for one am definitely curious to see how, or even if it has an impact on the way majority of artists view the secondary ticket market. What do you think?

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