Why hasn’t dynamic pricing taken off in music?
While dynamically priced tickets are the norm for many sporting events, they haven't yet achieved the same penetration in the concert sector. IQ asks why
Feature By | 15 December 2016
If 2016 will be remembered in the live music business for any one thing, it will be as the 12 months in which the pitchforks well and truly came out against secondary ticketing.
It was the year of the Waterson report and the Bots and Boss Acts, of FanFair and #ResaleNO, and the year in which Italy surprised the world by announcing plans to outlaw ticket touting altogether.
Although most of the industry – with, of course, the exception of the secondary sites themselves – agree on the desirability of minimising touting, it remains divided on the best way to do so. Italian-style legislation is one possibility; as is blocking individual sites, as has happened in Belgium.
Another is the dynamic pricing of tickets, in which prices fluctuate based…
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