Government to Review Dynamic Pricing After Oasis Ticket Outrage: Fans and Officials Call for Fairness in Music Ticketing

Sky-high Oasis reunion tour ticket prices are 'disheartening', government vows to examine fluctuating pricing strategies.

"Time to revisit our frustrations," commented an Oasis enthusiast on social media, voicing displeasure over the ticketing process for the eagerly awaited tour.

Monday, September 2, 2024, 12:

The administration has committed to investigating variable ticket pricing following a sharp increase in the prices of Oasis reunion tour tickets during the sales period.

Culture Secretary Lisa Nandy labeled the high prices of Oasis concert tickets as "depressing," announcing that surge pricing will be examined in a forthcoming government evaluation of the secondary ticket market for live events.

On Saturday, enthusiasts of the globally renowned music group spent hours in digital lines, eager to secure tickets for next year's highly anticipated reunion concerts.

After enduring long lines and extensive delays, numerous individuals were confronted with ticket costs significantly exceeding their original price.

Outrage spread across social media after tickets initially priced at £148 appeared on Ticketmaster for £355 within hours, a surge attributed to dynamic pricing mechanisms.

During her weekend address, Ms. Nandy stated that the government would examine these concerns and the technology behind queue management systems that encourage them in a forthcoming consultation.

She expressed disappointment, noting, "Following the exciting announcement of Oasis's reunion, it's disheartening to witness exorbitant ticket prices that prevent regular fans from experiencing their beloved band in concert."

"This administration is dedicated to recentering fans as the core focus of the music industry."

"In our upcoming discussion on consumer protection measures for ticket reselling, we plan to address concerns related to the transparency and application of dynamic pricing, as well as the technologies that support queuing mechanisms which encourage this practice."

"By collaborating with artists, the industry, and concertgoers, we can establish a more equitable system that eliminates the problems caused by scalpers and overpriced ticket resales, guaranteeing reasonably priced tickets for all."

What does dynamic pricing mean?

This system, which adjusts prices based on demand, was launched by Ticketmaster in 2022.

It was implemented to curb scalping and to direct a greater share of profits towards the performers.

When ticket demand is high and availability is low, prices tend to increase.

In response to frustrations about the cost of Oasis's tickets, the company clarified that they do not determine ticket prices and provided a link to a website explaining that prices could be either "set or subject to market fluctuations."

On its official website, Ticketmaster characterizes its "Platinum" tickets as those whose prices fluctuate based on market demand and availability.

The dynamic pricing system aims to provide fans with a fair and secure way to purchase tickets, while allowing artists and event organizers to set prices that more accurately reflect the market value of the tickets.

The company says that it is the artists, along with their teams and promoters, who determine the prices and decide if dynamic pricing will be implemented for their events.

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Cabinet member Lucy Powell faced the impact of surge pricing this past Saturday, ultimately paying over twice the initially advertised price for a ticket to an Oasis concert.

The Competition and Markets Authority (CMA) supported the announcement of the government's review.

A representative stated: "Our goal is for fans to experience fair pricing when purchasing tickets on the secondary market, and we have initiated measures against prominent resale platforms to enforce compliance with consumer protection laws."

"We believe that additional safeguards are necessary for consumers in this area, so it's encouraging that the government is taking steps to tackle the issue. We are eager to collaborate with them to achieve optimal results for supporters and businesses that play by the rules."

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The announcement of the band's highly anticipated reunion was made by Noel and Liam Gallagher last Tuesday.

Dynamic pricing is also prevalent in other sectors beyond music, notably in the travel industry, where it is often applied to hotel accommodations and airfares.

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Jack Antonoff, a regular collaborator of Taylor Swift, has expressed concerns about dynamic pricing in the past.

He explained to Stereogum that he believes artists should have the option to exit the system and set their own prices for their work.

Ticketmaster has been contacted for a response.

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