Simone's Session Notes

In the ‘70s and ‘80s, fans of legendary artists like AC/DC, Van Halen, Judas Priest, and even Queen could see live shows of their favorite artists for as little as $18-$25. 

According to ABC News, Harry Styles ticket prices for two today can run audiences over a thousand dollars, and that’s before resale.

Why are ticket prices this high? It couldn’t be just inflation—one ticket to see the Beatles in Portland was about $50, according to Oregon Live. Ticket pricing discourse reflects a fundamental shift in the way live music is marketed, priced, and placed in modern culture. Concerts have evolved from a place to draw together a community of fans, live music lovers, and artists to a luxury good rivaling a Coach Ergo bag—defined by scarcity, prestige, and social currency.

What is the purpose of concerts in modern day?

Historically, concerts were the way for fans to connect and support their favorite artists directly. Experiencing a live performance from their favorite artist could not be replicated anywhere else, and videos of these performances were incredibly hard to find. 

In today’s age of streaming and social media, fans have virtually unlimited access to their artist. Because those venues allow for unlimited content for the artist, as well as open the ability to interact with their favorite artist.

So, what are concerts for now?

In the modern era, concerts serve several strategic purposes:

• Brand activation: Starting the new “era” for the artists’ album rollout through a branding shift
• Reinforce the distance and mythological aura of the artist, and separate their personal and public persona
• Produce hype and visual content for social media circulation
• Break records for concert attendance, solidify their stance as a “legendary” popular artist

Even tribute bands can cost nearly $100 per ticket in smaller venues, including Eugene, Oregon. While these tribute performances lack the element of being close to a favorite artist, the pricing illustrates how scarcity, marketing, and nostalgia create the value of modern live music.

Tour marketing has changed

Before, tours were marketed after the album was released, allowing fans to form their opinions of the artists and the music they would play on the tour.

It was imperative, considering that the tour comprises songs off the new album of this artist; typically, fans were allowed to see if they liked the music before proceeding. The artist may even create new, devoted fans who could buy tickets to the concert.

Today, tour marketing works simultaneously—or even before new music is released.

For instance:

• BTS: Their tour is being sold before any singles have been released for their new album, “Arirang.” Their tour’s hype is heavily marketed by it being their first comeback after their South Korean enlistment period ended.

• Harry Styles: Tickets for the “Together, Together” tour went on sale shortly before his single “Aperture” was released. His tour promotion is also linked to his 4-year absence from the music scene.

Presales, fanclub lotteries, and VIP statuses now create a different level of scarcity. Instead of an exclusive experience like meeting the celebrity in-person, just seeing the show from any angle, even nosebleed seats were exclusive enough.

Now, fans need to practice purchasing tickets for their “faves’” concerts with online games like TixDrops to allow fans to practice strategies for securing high-demand tickets, showcasing how competitive the modern live ticket market has become.

Give it a try!

It’s difficult to get even a seat, not to mention the price; why is that?

Why are Concert tickets so expensive?

Live concert tickets are that expensive largely because of three key reasons:

• Resale market inflation: Ticket resellers are marking up the price of concert tickets by “more than 50%,” according to BBC. When the original ticket prices are up to $1,000, resale markups make costs even more unattainable to attend for fans.
• Intentional projection of prestige: Ticket prices did not rise this high on accident; it’s part of a deliberate marketing strategy. Live Nation CEO Michael Rapino, whose company owns ticket distributor Ticketmaster, has said that the “demand for live entertainment has never been higher, and tickets are ‘underpriced,’” according to Rolling Stone.
• Maximizing profits: From a PR perspective, creating ticket scarcity simultaneously positions the artist as larger than life, as well as generates more revenue. However, it puts the artist at risk of pricing out their fans.

The resale issue has grown to be so severe that Ariana Grande’s team publicly addressed the problem, which further demonstrates the issues with fans’ ability to see their favorite artists perform live. This situation also shows the tensions with the new marketing strategy and the consequences it may cause with the audience they already have.

Cultural Impact of Ticket Price Hikes

Concert attendance now extends beyond just generating social capital for the artists; fans also earn social capital on the street. Securing a ticket has become a marker of a “real fan” akin to the weight of meeting a celebrity in public.

However, at the same time, fans have increasingly expressed online that they struggle with balancing excitement with fatigue. While some feel rewarded when they gain access to their favorite celebrity, others—whether it be long-time or highly devoted fans—feel alienated and fatigued by rising ticket prices and limited availability. Some even become so disgusted by these practices that it reflects negatively on the artist’s public image.

From a public relations perspective, considering these perspectives is important. Prioritizing profit has the potential to undermine long-term fan trust and shift demographics. Concerts were once a communal space where fans connected through a shared experience, witnessing artists perform their craft live and up close.

Today, fan perception of the artist and unattainability have become the product. In PR, exclusivity is deliberately curated, and ticket pricing reflects this new strategy.

Implications in Entertainment PR

Previous generations easily accessed live performances affordably, but the focus remained on the music itself. Concerts were the only way fans could see their favorite artists, but cost and access were rarely significant barriers.

Now, it is much more expensive and much more difficult.

For PR professionals, these trends clue in on a shift in strategy:

• Focusing on balancing exclusivity with accessibility to maintain fan loyalty
• Leveraging social media posts to sustain engagement before, during, and after tours
• Considering both the cultural and emotional impact of ticket pricing on fandoms.

In a time when seeing artists is much easier, marketing tours are like marketing TV in a streaming world. But live concerts are not like TV, so this is not the method that is going to keep fans following their artist. 

However, this method will inevitably change. Live Nation is facing an antitrust lawsuit over these practices, demonstrating the severity of the concern over pricing strategies in the entertainment industry. While positioning concerts as an unforgettable experience has been proven profitable, the long-term sustainability of this strategic model remains uncertain as fans and laws push back.