Beyoncé gives away free tickets to London families in need as shows struggle to sell out
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Beyoncé has reportedly been quietly distributing free tickets to her Cowboy Carter tour to low income families through London food banks, as swathes of seats remain unsold at the Tottenham Hotspur Stadium.
The 43-year-old global superstar, who is joined on stage by her daughters Blue Ivy, 13, and Rumi, seven, has earned rave reviews for her ambitious 40-song setlist, with critics praising the production’s scale and the Texas Hold’Em hit-maker’s powerful performance.
But despite the critical acclaim, none of her six shows in North London have sold out, surprising many given her huge fanbase.
Now, according to The Sun, several families who rely on soup kitchens and community food banks have been given last-minute tickets as organisers try to avoid the embarrassment of visibly empty sections at the 62,000-capacity venue.
The publication reports that as of Monday night, hundreds of seats remained available for Tuesday’s concert, with open sections across more than 70 parts of the stadium. Fans and insiders have pointed to several reasons behind the slower sales.
Many have cited the cost of tickets as a major factor. When they first went on sale in February, top tier packages hit £950 — the highest of any UK tour this year. Some presale seats that initially cost £620 have since been reduced to as little as £141.60, leaving early buyers furious at the steep price drop.
The timing of the tour may also be a challenge, with Beyoncé’s Renaissance stadium tour taking place just two years ago, and competition from other major artists currently on the road adding to the crowded summer music calendar.
It is not the first time the singer has resorted to ticket giveaways. In 2018, during her joint tour with husband Jay Z, unsold seats were reportedly handed out in a car park outside Hampden Park in Glasgow.
A Ticketmaster spokesperson said: “Since tickets typically go on sale at least three to six months before the event, organisers may review prices at key points leading up to the show.”
Beyoncé has already performed two of her six London shows, with four still to go.
The Standard has contacted a representative for Beyoncé for comment.