If you weren’t trying to buy tickets last week for Bruce Springsteen’s next round of US concerts, you may be unaware of the controversy around the on-sale. Fans expressed unrest (to say the least) when some of the dynamically-priced tickets for the gigs cost thousands of dollars.
It’s a mark of the strength of opinions that this weekend, Ticketmaster published some stats to defend its approach. The company told Variety that only 11.2% of the tickets used dynamic pricing, and that only 1.3% of all tickets were sold for more than $1k. It also claimed that the average price per ticket sold was $262, and that 56% went for under the face value of $200.
Ticketmaster has always argued that dynamic pricing is a fair way of selling the best seats in the house while keeping them out of the hands of touts. Not everyone agrees: this Music Ally guest column in March from FanFair Alliance’s Adam Webb for example.
The key challenge comes when fans see (and media picks up on) the highest prices in a dynamic on-sale – especially when it’s an artist like Bruce Springsteen whose public image jars with some of the figures mentioned.
Tools: platforms to help you reach new audiences
Tools :: Wyng
Through Music Ally’s internal marketing campaign tracking, we’ve recently discovered an interesting website by the…