It has been reported that Taylor Swift declined to use Ticketmaster’s dynamic ticket pricing option for her ‘Eras’ tour. Read More: Taylor Swift live in Edinburgh: The ‘Eras Tour’ finally hits the UK. Ticketmaster’s “surge pricing” scheme, introduced in 2022, raises ticket prices based on demand. The ticketing platform has clarified on its website that tickets are “market-priced” and “may increase or decrease at any time, based on demand.” This pricing model is similar to how airline tickets and hotel rooms are sold. In a recent interview with HITS Daily Double, Jay Marciano, Chairman and CEO of AEG Presents, discussed what he learned from Swift’s ‘Eras’ tour. He stated, “There are a number of things Taylor did that other artists wouldn’t contemplate doing. One is that she had the opportunity to dynamically price her tickets, but she didn’t want to do that to her fans. She specifically said, ‘No dynamic pricing.’ She was willing to make decisions that could cut into her income because she was taking a long-term view of her career.” Back in 2022, when Ticketmaster reported “historically unprecedented demand” for tickets to the North American leg of Taylor Swift’s 2023 ‘Eras’ tour, the singer responded with a statement expressing her concerns: “It goes without saying that I’m extremely protective of my fans. It’s really difficult for me to trust an outside entity with these relationships and loyalties, and it’s excruciating for me to watch mistakes happen with no recourse. There are many reasons why people had such a hard time trying to get tickets, and I’m working to figure out how this situation can be improved moving forward. “I’m not going to make excuses for anyone because we asked them multiple times if they could handle this kind of demand, and we were assured they could. It’s truly amazing that 2.4 million people got tickets, but it really frustrates me that many of them feel like they went through several bear attacks to get them.”
Earlier this summer, Oasis fans were eager to secure tickets for the band’s highly anticipated comeback tour. During the chaotic sale of tickets for shows in the UK and Ireland, many fans were disappointed to find that ticket prices were influenced by a dynamic pricing policy when they reached the payment page. Meanwhile, Taylor Swift performed onstage during her “Eras Tour” at Caesars Superdome in New Orleans on October 25, 2024. In response to the ticketing issues, a new law may soon be introduced in the UK that would require music and sports events to disclose maximum ticket prices at the start of the purchasing process. This initiative follows condemnation of dynamic pricing by Britain’s Culture Secretary, Lisa Nandy, who has called for a review of the policy. Oasis issued a statement saying, “Oasis leaves decisions on ticketing and pricing entirely to their promoters and management, and at no time were they aware that dynamic pricing would be used.” The band later confirmed that a dynamic pricing structure would not be applied to their North American reunion tour dates. Following the controversy surrounding the UK and Ireland ticket sales, the issue was escalated to the Advertising Standards Agency and the European Commission, with the UK government also calling for an investigation. Experts suggested that the lack of warning to Oasis fans about the dynamic pricing may have violated consumer law. In other news, Taylor Swift’s massive ‘Eras’ Tour officially became the first tour to gross $1 billion (£796 million). The pop star reached this milestone after sixty shows and eight months on the road. Additionally, Hugh Grant recently shared that he enjoyed tequila shots with Swift’s boyfriend, Travis Kelce, during her Eras Tour performance at Wembley this summer.