It was all going so smoothly. The Oasis reunion was confirmed in the post Bank Holiday lull, dominating headlines in the process. Liam Gallagher was fresh from headlining Reading Festival, while the 30th anniversary edition of ‘Definitely Maybe’ shone fresh light on their iconic, record-breaking debut. With barely a rupture in sight, this was perhaps the most fuss-free career development the Gallagher siblings had ever embarked on – indeed, it was enough to make you wonder why they didn’t do this a bit earlier, and save everyone the fuss.
But then the tickets went on sale. The eye-watering prices – out-stripping even Taylor Swift’s lavish Eras tour – took fans’ breath away, but the unbelievable demand soon created a number of other issues. The colossal digital queue placed intense pressure on ticketing websites, with demand then sparking a firestorm around so-called dynamic pricing – or, price gouging by another name.
—
—
Let’s not beat around this bush. This is an immoral practise which doesn’t benefit fans and causes huge harm to live music. In essence, ‘dynamic pricing’ is a way to cope with demand; for Uber, the ‘surge charge’ helps to bring drivers to areas they are needed – once the surge dissipates, the price goes back down. It’s a way to attempt to deal with market forces.
But it simply doesn’t work with live music. Supply is fixed – only a certain amount of tickets go on sale at one time – while it was evident from the outset that demand was going to shatter records. When Oasis played Knebworth in 1997 for example, around 4% of the country attempted to gain tickets – what exactly did Ticketmaster think was going to happen?
Economics journalist James Ball broke down the argument against dynamic pricing on Twitter:
There is no good reason not to make this illegal. It is profiteering at the expense of fans. There is no reason that fixed prices for particular seats (and standing areas) can’t be given in advance. Just because they call it “dynamic pricing” doesn’t mean we need to accept it.
Indeed, dynamic pricing has been an open wound for music fans for a number of years. A series of cross-party committees have explored different options, with Culture Secretary Lisa Nandy moving to describe the practise as “depressing” and says she wants to end “rip-off resales” and ensure that tickets are sold “at fair prices”.
Demand for Oasis tickets cut across all barriers, with numerous MPs attempting to join the queue. In Scotland, Neil Gray MSP was falsely accused of trying to buy tickets during parliamentary work, while Lucy Powell – Leader of the House Of Commons – told the BBC that while she managed to snare some tickets, it was “more than I was expecting to pay” and she does not approve of the dynamic pricing model.
While CLASH isn’t privy to the internal discussions around dynamic pricing, the discussion has created a wealth of criticism for Oasis themselves. Not every major act opts-in to the dynamic pricing model – The Cure, for example, have been outspoken in their distaste for the system, and the band’s desire to keep tickets affordable.
Paul Heaton, meanwhile, has vowed to make a £35 model for an arena tour workable, while Mike Scott from The Waterboys opined: “My band won’t do dynamic pricing coz it’s a rip-off against the spirit of rock’n’roll. If it happens the artist has either agreed to it or is oblivious/out of it/doesn’t care/naive.”
It’s difficult to imagine that the Gallagher brothers will be pleased with the way this has turned out. Oasis once famously refunded the entirety of Heaton Park due to issues with the generator – something that is hardly in their control. They will also be acutely aware of expectations, and of the lasting love fans have for their work together. Liam Gallagher recently signed off a solo celebration of ‘Definitely Maybe’ for example, with tickets capped at a much lower level.
After a weekend of social media opprobrium, this feels like a watershed moment. Politicians are vocal about dynamic pricing in a way they have never been before, while the biggest reunion in recent British music history has experienced some scalding feedback from disappointed fans. It can’t continue like this: for everyone’s sake, dynamic pricing has to go.
Sign the Change.org petition against ‘dynamic pricing’ HERE.
—
Words: Robin Murray
—
