Adele has added two more dates at Wembley Stadium after tickets for her first two shows at the venue sold out this morning within minutes of going on general sale.
It was announced the singer will complete her world tour with two nights at the London venue on June 29 and July 1, 2017, but she will now also perform on June 28 and July 2. Presale for the extra dates is on Wednesday, with remaining tickets going on sale on Friday, December 9.
Music Week spoke to Jim Frayling, the stadium's head of business development, about Adele's Wembley bow and the remainder of its 2017 season, which will also include concerts by The Stone Roses, promoted by SJM Concerts, on June 17 and Live Nation's presentation of Jeff Lynne's ELO on June 24 - both Wembley firsts.
Adele at Wembley - how does that make you feel?
Massively excited. To be honest we started thinking about this six years ago and have worked intensively on it for the last six months. It takes a lot to get these things over the line so when something gets announced it is a huge relief.
Why do you think she chose the stadium for her only UK dates of 2017?
I think it's incredibly fitting for someone of her calibre and I think we're a great setting. We strive to be a brilliant stage for people and it's just going to be one of those moments in time. She's arguably the biggest artist in the world right now. London dates are always hugely important on any tour, but given it's her hometown, she's a local girl and we’ve an amazing heritage in music, it fits and works. And I loved her video - she's welcome to practice her headers here anytime.
Glastonbury allayed any fears the show wouldn’t work on that scale…
Glastonbury certainly set the benchmark, but who honestly had that fear? Anyone who can play an arena can play a stadium. Selling the tickets is a different matter, but it's an analogous experience.
Have any other acts played Wembley in the round?
U2 and Foo Fighters. These things tend to evolve and things get added and taken away so we don't know, but it's very possible it could set a record. The advantage of playing in the round is it reduces the distance to people massively. You've got to work a lot harder as a performer, because you're not just facing in one broad direction, but it makes it more like an arena experience outdoors. There's something innate in our psyche, that we are tribal and we gather together in one place and I think this is going to be one of those moments that you look back on and say, I was there.
Does the sporting calendar mean you have fewer free dates available for concerts next year?
We won't be doing a show in September like we did with Billy Joel this year - and Roger Waters and Muse in previous years - because of our partnership with Spurs [Tottenham Hotspur will play all of their home league and cup games at Wembley Stadium in 2017/18 while their new ground is built]. You don't get quite the same flexibility as you would've had.
Do you expect to announce any more music productions for Wembley in 2017?
There's one more that hasn't yet been announced.