The Return of Oasis and Dynamic Pricing

‘Dynamic pricing’ – the practice of charing the consumer more as the level of demand increases – has been the pressing music industry issue this week, as Oasis’s much hyped reunion shows went on sale in the UK and Ireland.

Also known as surge pricing, it’s already used by ride-hailing apps, or airlines, when demand increases – such as when it’s raining for booking a taxi, or the school holidays for booking flights abroad.

I have little to say on the matter except that it’s a disgraceful practice from all involved. The ticket sites absolve themselves by saying they don’t set prices – that’s up to the promoter or artist – and the practice helps deter touts/scalping.

As I’ve been discovering, touring is expensive. Big acts can demand high fees. If your tour announcement is met with unprecedented demand, just add more dates. But if you treat your audience like a cash cow, how many will choose to stay away next time? Or avoid gigs altogether, assuming they’ll be too expensive?

Ultimately, it’s the fans who lose out. The pressure of having a few seconds to decide whether to go ahead and pay double, or triple, of the advertised price of £150 led to disappointing days for many.

Let me know your experiences with dynamic pricing. Have you paid over the odds for a must-have ticket? Was it ‘worth’ it?

Mary x

(Another question – what’s the best music documentary you’ve seen, and why?)

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