Ed Sheeran may have found a way to redeem himself for his dud of a cameo in this week’s Game of Thrones.
The singer has cancelled 10,000 of the tickets to his forthcoming London shows next June to prevent ticket resale sites from turning them around at massively inflated prices.
Third-party dealers had reportedly been selling the affected tickets at prices of as much as eight times the face value, which was between £49 ($64) and £88 ($115). One pair of seats was even rumored to have been listed at a whopping £174,000 ($227,700).
A spokesperson for Sheeran told the Mirror that the crackdown and the star’s earlier threats against the controversial scalping practice will result in 90 percent of the tickets to the Wembley Stadium shows being delivered directly to fans at face value.
“Most profiteering companies heeded promoters’ warnings not to trade and resell tickets that would instantly be cancelled,” Sheeran’s rep told the tabloid.
The almost comically high prices created by the much-maligned ticket scalping industry in the United Kingdom has become a big problem. Sheeran has teamed with Adele and the London run of the musical Hamilton in opposing the practice, and members of parliament have proposed shutting down the industry altogether.
Sheeran’s rep says his people will continue to make good on the cancellation threat up until the tour starts next summer.
Fans are still allowed to resell tickets on an individual basis through the sales platform Twickets, which has partnered with the singer for the shows.