Dynamic Pricing: How does it really work?
It’s been blamed for scandals it didn’t cause and simultaneously hailed as a revenue saviour. Here Dan Frost cuts through the noise to ask what dynamic pricing is/n't..
Feature By IQ | 4 September 2025
Until very recently, most concertgoers had probably never even heard of dynamic pricing. They were likely familiar with the concept – an algorithmic pricing strategy where prices rise and fall according to demand, commonly used by airlines and taxi companies.
But chances are they’d never associated it with gig tickets.
Several high-profile controversies later and it’s become one of the most contentious and talked about issues across the entire live music sphere. It’s been debated in the UK’s parliament and…
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