The Science Behind Ticketing: How Artists & Their Teams Price Tours – Billboard

Trending on Billboard Over the last several years, music fans have increasingly been faced with sticker shock when buying concert tickets — leading many to ask why they’re paying so much to see their favorite artists. To answer that question, it’s imperative to look under the hood and consider the various factors that help determine the final price. In today’s music industry, the bulk of artists make most of their money on the road. And to make a profit, or at least break even, artist managers, attorneys, booking agents, business managers, production managers and tour directors — as well as the artists themselves — all play a role in helping determine the right price for a show. But with production costs having risen dramatically since the pandemic, the right price is often substantially higher than it was 10 years ago. While touring crews have taken to doing less with more, scaling down their ambitions and juggling multiple jobs, fans spending hundreds of dollars to see a show often expect a spectacle — and a spectacle costs money. Related “There are two pieces that really go into [determining ticket prices],” Omar Al-joulani, president of touring at Live Nation, tells Billboard. “One
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