Morgan Wallen fans are upset at sky-high ticket prices – caused by dynamic ticket pricing.
The Dangerous Tour 2022 was announced last week, with dates all across the United States. But fans across the country are encountering prices above $100 for ‘nosebleed’ tickets. Tickets closer to the stage can edge closer to $300, depending on the location.
Ticketmaster uses dynamic ticket pricing to boost the prices of seats in moments of high demand. But many fans feel as though the practice is pricing them out of a concert they otherwise would attend. “Who sets these ticket prices? $275 + fees for pit tickets? Almost triple the price of Luke Combs at half the lineup talent,” one fan writes on Twitter.
The pricing strategy is similar to one Taylor Swift used during her Reputation Tour in 2018. Dynamic ticket pricing caused tickets to surge, leaving fans who were hoping to see Tay Tay out in the cold unless they paid over $300 per ticket.
A quick survey of ticket availability for Morgan Wallen reveals ‘nosebleed’ ticket prices at $136.50 at the time of writing. Closer rows start at $161 without fees, or over $200 with fees – for a Wednesday night show. Thursday and Friday performances in the same location add a $50 premium.
Ticketmaster uses the technique to extract maximum revenue from each fan. Everyone pays the price the secondary market might charge, instead of a small selection of fans paying scalper prices after the event sells out completely and demand is still high.
“Me and my wife were super excited that we would possibly get to come see you if we could get tickets,” writes one fan on Facebook. “But we looked up your ticket prices and for somebody that sings to and about the blue-collar community you are really screwing us.”
“Now I’m not saying I can’t afford it but to charge up to $1,000 a seat is a little ridiculous now unless there’s a reason that I’m not aware of, you should be very ashamed for that,” the fan continues. Another fan says Ticketmaster glitched on offering tickets, only to reoffer them at a higher price.
“I was trying to get tickets to his OKC show and as soon as I picked the seats it said someone beat me to them,” writes Brittany Coral. “I refreshed the page and those same seats were still available for $300 more. Nosebleeds were starting at $500. That’s insane.”