/ musicbiz

How to destroy the secondary ticketing market

You know when you want to go to a hot show and tickets sell out really quickly? One of the causes is that scalpers buy a lot of tickets with the aim of reselling them on the secondary market. (It's not the only reason but if you're a fan it plainly stinks.)

Scalpers know that if a show sells out it is quite unlikely that the promoter or artist will schedule another show. Supply v. demand. Caveat being when demand greatly outweighs supply.

Almost every tour is planned, routed, costed and promoted before tickets even go on sale to the public. Mostly a hugely risky endeavor that results in major inefficiencies for fans.

So what if tickets go on sale after the tour is routed, you may ask? Well, if they went on sale before the tour even existed, the artist can book the most appropriate room to match known sales. Because artists/promoters wouldn't book venues until they knew their ceiling had been reached there would be significantly less incentive to scalp tickets.

Here's what "Kickstarter for gigs" might look like:

Disrupting the secondary ticketing market

The good news for fans is that this is soon to be a hot space. I know of two start-ups in Australia looking at this and GigFunder went live earlier this month.

The sites I've seen so far don't quite nail it, so we'll see how it plays out.

Note: I'm not anti secondary ticketing. It has its place, particularly for fans who need to sell tickets to events they're unable to attend.

RobC

RobC

Marketing. Tech. Tunes. Words. Don't believe everything you think.

Read More