Dynamic Ticketing Keeping Gigs Out Of Reach
Dynamic ticket pricing is adding further concern to a destabilised live music industry.
Despite the claims from companies undertaking these kinds of practises that dynamic pricing stops scalpers, the reality is that this adds an extra level of complexity and concern for ticket buyers to live music events.
The key question for the ALMBC, is whether the surge income is passed on through the value chain to our members in the micro & small businesses that make up the building blocks of the industry? Does the extra income go to productions companies, security companies, logistics specialists, agents, venues, or support artists? I think we can be very clear that the answer is no.
The ALMBC is aware of many examples of ticket purchasers believing they have one price, only to get to the check out to find their price is greatly inflated. This leaves ticket purchasers with a bitter taste in their mouth and perhaps less likely to stay involved in the live music experience in the long term.
Surge pricing is simply one more reason for an independent review of live music ticketing practises in Australia, especially given investigations taking place right now in Europe, the UK and the USA.
Check out this great story in the Guardian that takes a deeper look as well as an excellent analysis in The Conversation.
