Reports suggest that Taylor Swift had refused to use Ticketmaster’s dynamic ticket pricing option for the ‘Eras’ tour. However, acts like Bruce Springsteen and Oasis are using it.
Taylor Swift reportedly to use dynamic pricing
The ticketing platform’s “surge pricing” scheme, introduced in 2022, hikesticket prices based on demand. Ticketmaster have clarified on their website previously that tickets that are “market-priced” and “may increase or decrease at any time, based on demand. This is similar to how airline tickets and hotel rooms are sold.”
Speaking to HITS Daily Double, Jay Marciano – AEG Presents Chairman and CEO – opened up about what he learned from Swift’s ‘Eras’ tour. “There are a number of things Taylor did that other artists wouldn’t contemplate doing,” he began.
He continued: “One is, she had an opportunity to dynamically price her tickets, and she didn’t want to do that to her fans. She specifically said, ‘No dynamic pricing.’ She was willing to make decisions that potentially cut into her income because she was taking a long-term view of her career.”
A couple of years back when Ticketmaster revealed that its website experienced “historically unprecedented demand” for tickets to the North American leg of Taylor Swift‘s 2023 ‘Eras’ tour, the ‘Bejeweled’ singer responded with a statement that read:
“Well. It goes without saying that I’m extremely protective of my fans. […] It’s really difficult for me to trust an outside entity with these relationships and loyalties, and excruciating for me to just watch mistakes happen with no recourse. There are a multitude of reasons why people had such a hard time trying to get tickets and I’m trying to figure out how this situation can be improved moving forward.”
“I’m not going to make excuses for anyone because we asked them, multiple times, if they could handle this kind of demand and we were assured they could. It’s truly amazing that 2.4 million people got tickets, but it really pisses me off that a lot of them feel like they went through several bear attacks to get them.”
