People sign up for this program and earn points. The more points you have, the closer you will be to the front of the virtual line when the tickets go on sale.
You accumulate points by repeatedly buying her new album (yes, they suggest you buy it more than once) and her merchandise.
People are really angry. In my opinion, instead of having scalpers fleece her fans, she has decided to fleece them herself. Ironically, given how young her average fan is, I think scalpers are the only people who can afford to participate in this program. - Cris
An article about it: