Michael Jackson [ tickets ]'s 50 "This Is It!" shows at the 02 Arena in London have completely sold out, according to the official event website. However, there will be tickets available in the secondary market.

"This Is It!" promoters AEG Live made a deal with European secondary-market ticket-seller Viagogo to be the authorized dealer for the Jackson concerts. AEG CEO Randy Phillips told Billboard.biz that the deal with Viagogo was designed to give fans access to premium seats with the market setting the price on "only a small percentage of the house." He also said AEG cut the deal to give fans a peer-to-peer platform where they know the can purchase tickets that aren't counterfeit.

Setting aside tickets for the secondary market, essentially putting them in the hands of brokers or scalpers, is a controversial issue in and of itself. In the case of the 50 Jackson shows, it seems to have backfired; Viagogo took the tickets they received from AEG and started offering them to other secondary ticket brokers as packages and with discounts, thus raising the ticket price even higher, according to a Rolling Stone report.

In addition to bumping up the price of the "premium," brokered seats, Viagogo's move also cuts AEG and Jackson out of the profit stream from the tickets sold on the after-market.

AEG Live has filed an injunction against Viagogo to ensure that the site actually sells tickets to fans instead of brokers. "Even if we don't get the injunction, that's not the point," Phillips told Billboard. "I want them to be under notice publicly not to do that. It's about them living up to their word and the deal we cut."