The concept of buying concert tickets has become a spine-chilling concept for many. Individuals stare in dismay at prices that can reach thousands of dollars. As much as they would like to see their preferred artists live, selling their kidneys is simply not justifiable. What was once a thrilling experience has turned into a high-stress gamble. As if ticket master’s monopoly system was not enough, they’ve constructed a new mechanism: dynamic pricing.
Ticketmaster’s dynamic pricing is a system that adjusts ticket prices in real time based on high demand and limited supply. These tickets are generally labeled as “Platinum” or “In Demand” tickets. According to News Nation, dynamic pricing has caused ticket prices to rise over 40% in recent years. Ticketmaster argues that they use this technique to ensure that resellers cannot obtain tickets. However dynamic pricing leaves the average consumer in a state of frustration alongside the financial strain. The lack of transparency further aggravates the public. Most wait in the queue for hours, just to find out that the prices have surged, leaving them to make a difficult decision within the five minute checkout window.
Dynamic pricing is presented as a standard practice for the music industry, but its effects extend beyond inconvenience. Rising ticket prices directly impact who can attend concerts. In recent years, the consequences of dynamic pricing have fallen on younger fans.
Many students are getting priced out of buying concert tickets, making it harder for them to attend live shows and enjoy the experience.
“Live music used to feel like an experience where everyone could gather…but now it feels more like a luxury event,” said freshman Reem Peerzada.
This criticism is further intensified by the fact that not all artists choose to implement dynamic pricing. The lead singer Roberet Smith of the iconic English band The Cure has explicitly condemned dynamic pricing, saying it is a “scam” and “it’s driven by greed. Similarly, new internet sensation Olivia Dean seems to be in alignment with this thought process. She has actively challenged Ticketmaster to cap the resale prices, calling the overpricing “vile.” Other artists have gone further by implementing policy changes within their own tours. Noah Kahan introduced “safe guards” for his upcoming tour, The Great Divide, by restricting ticket resales exclusively to Ticketmaster and requiring tickets to be sold at face value
Contrary to popular belief, artists do have a say in their concert ticket pricing. While Ticketmaster sets the platform and may implement dynamic pricing, the decisions to use these systems are often made in collaboration with the artists and their management. Artists similar to Noah Kahan, Olivia Dean and the Cure are prominent examples of artists who prioritize their fans and ethical live concert practices.
Dynamic pricing has sucked the soul out of going to concerts. What was once an intimate experience has been ruined by greed. Live music should be accessible to the communities that support it, not just those who can afford it. If this trend continues, many fans, especially young people, will be priced out of the experiences that make live music meaningful.
