Fans of the artist Adele were left disappointed last night when
they were unable to access the singer's website after it crashed
under huge user traffic load.
The outage followed a stunning solo performance at the Brit
Awards, as thousands swarmed to the website and swelled hype on
news and social media sites.
Adele's website, www.Adele.tv,
was down throughout the night and was still not back online this
morning. The website of Adele's record label, XL Recordings, also
experienced lengthy load times as excited fans scrambled to buy
Tickets for Adele's UK tour in September were launched yesterday
morning, and contributed to the high user volume.
Bob Dowson, director at website monitoring and load testing
specialists NCC Group Performance Testing, said: "Adele's website
was clearly underprepared for the high amounts of traffic that it
experienced following her performance on the Brit Awards and the
launch of tour tickets. As a result, one of the biggest events in
the calendar of her record label and marketing and website
management teams has ended in catastrophe.
"It is the responsibility of all these parties to ensure an
artist's website is prepared to handle high user volume on
important dates such as this. If this preparation is not
sufficient, it is impossible to capitalise on high-profile
marketing opportunities and the artist risks disappointing
"Rigorous load testing should have been carried out to ensure
Adele's website had the necessary capacity to cope with such high
traffic. The marketing and sales teams should have anticipated the
huge impact of such an event."