There are two sides to this argument: one says that if fans are willing to pay insanely high prices, they should be charged that price.
The other says that fetching the highest bid is ultimately bad for bands, and corrosive to their fan relationships.
Guess which camp Radiohead is in? After getting sick of staring at an overcharged audience every night, the band has decided to do something about it. On their upcoming, UK-based tour, Radiohead is embracing a structure that prevents huge secondary price-hikes.
Let’s see if it works: through a partnership with The Ticket Trust, Radiohead fans can resell their tickets at face value using the Trust exchange, with transfer charges capped at 10 percent. The Trust was formed by the UK Association of Independent Festivals (AIF) and merchandising and ecommerce company Sandbag to create a more ‘ethical’ post-sale exchange.
The Ticket Trust comes into play on any tickets purchased through Radiohead’s w.a.s.t.e. merchandising store (waste.uk.com). Which is absolutely huge for the Ticket Trust, and could encourage buy-in from more heavyweights with seriously-dedicated audiences.
The question is whether these dedicated audiences can get burnt out, especially if they’re feeling ripped off every time. “Radiohead are fortunate enough to have a loyal and passionate fan base cultivated over many years,” the bands’ management explained. “Their live shows are well anticipated and rightly create a tangible sense of excitement through innovative staging. In recent years however, the band’s enjoyment of their own shows has been marred by the knowledge that a great many of their fans have been obliged to pay well over face value for their tickets.”
“Secondary ticketing is wrong on so many levels and as management, with ultimate responsibility for the welfare of the band, we must ensure that their fans are treated fairly. This is why we are happy to work with The Ticket Trust.”