When Oasis announced their much-anticipated reunion tour, the excitement amongst fans was palpable. The iconic Britpop band, renowned for their songs and spectacular live performances, were reuniting after years of speculation and expectation. But for many, the joy of this reunion was tempered by an unpleasant reality: the price of tickets.
The experience of buying tickets for an Oasis tour has been marred by controversy over dynamic pricing, a system which adjusts ticket prices based on demand. This has led to prices rising far beyond their initial face value, leaving many fans feeling cheated and disappointed. The question now is whether this pricing controversy will have any lasting impact on the band’s reputation and the overall experience of their reunion tour.
The ticketing fiasco
John, an Oasis fan from Burnley, had carefully planned a family campaign to secure tickets for the band’s reunion tour. With multiple devices and a lot of patience, he and his family spent hours in the virtual queue hoping to get tickets at the advertised price of £135. However, after an arduous six-hour wait, John’s wife was finally offered tickets – each ticket costing £355.
“I find it quite shameful,” John told BBC Radio 5 Live. He expressed his disappointment that Oasis had built their career on connecting with ordinary people. “When you stand in line all day and the price of a ticket more than doubles, I feel they have broken their contract with the working class. They’re absolutely lifeless to me now.”
John’s experience reflects widespread discontent among fans, who feel the dynamic pricing system exploits their enthusiasm. The “in demand” label on tickets led to a dramatic increase in prices, which many saw as greed and exploitation.
The dynamics of dynamic pricing
Dynamic pricing, although not new, has become a controversial issue in the entertainment industry. The system adjusts ticket prices based on real-time demand, theoretically ensuring that prices reflect market value. However, this often means that ticket prices can fluctuate dramatically, sometimes reaching levels far above the original price. Ticketmaster, the platform used for the Oasis tour, has defended dynamic pricing, saying that it does not set prices itself. Instead, pricing is determined by the “event organiser” – which in this case includes the promoter, booking agent and possibly the band’s management. While dynamic pricing aims to extract more revenue from the most enthusiastic fans, it also risks alienating those who cannot afford the increased costs. Effect on fans For many fans, the price increase is more than just a financial burden – it’s a sense of betrayal. Macclesfield’s Nicholas expressed his disappointment by calling the situation “greed, purely and simply”. He believes the controversy will lead to the band, as well as the promoters, being alienated. Fans’ emotional connection with a band like Oasis is often tied to their music and the shared experiences of attending their shows. When that connection is affected by financial concerns, it can lead to a significant shift in perception. Fans like John, who feel they have been treated unfairly, may not only withdraw their support, but also publicly express their displeasure.
Artist perspective
It is unclear how directly involved the Gallagher brothers, Noel and Liam, were in the decision to use dynamic pricing for the reunion tour. While some artists actively choose to use dynamic pricing to benefit from greater revenue, others have opted out of it due to concerns about fan reaction. For example, Taylor Swift and Ed Sheeran have been known to avoid dynamic pricing for their recent UK tours.
The Cure’s Robert Smith has been vocal about his disdain for dynamic pricing, calling it “a greedy scam”. Smith argues that if no artist participated in the dynamic pricing system, it would eventually cease to exist. Similarly, Crowded House publicly opposed dynamic pricing when they learned of its application, leading them to refund fans the difference between the original price and the higher “asking” cost.
The challenge for artists is to balance their financial needs with their relationship with fans. The increased revenue from dynamic pricing can be substantial, but it also risks alienating a core fan base that values fairness and transparency.
The role of the promoter
Live Nation, which owns Ticketmaster, has been a major proponent of dynamic pricing, particularly in the US. The company argues that dynamic pricing helps reduce ticket brokering and ensures artists receive a larger share of revenue. Live Nation CEO Michael Rapino has expressed a desire to expand dynamic pricing practices beyond the US.
