The news that Oasis were to reunite sparked a wave of euphoria across the nation at the end of last summer. But the nostalgia balloon was quickly punctured by the discovery that the tickets, initially priced at £148.50, had suddenly leapt to £355.20 due to dynamic pricing. The outcry quickly sparked a new debate about what constitutes a “fair” price for gig tickets, with the band themselves fanning the flames: Liam Gallagher told those bellyaching about the lack of transparency to “SHUTUP” and buy “Kneeling only” tickets for £100,000 instead.
Dynamic pricing, where the cost rises in real time in lockstep with demand, is hardly new. Parallels are often made with the surge pricing used on budget airlines and taxi-booking apps, although in the case of gig tickets, dynamic pricing means the price can rise in the few seconds it takes for consumers to complete their booking. Bruce Springsteen was caught up in the issue in 2022 for his US tour, as were huge acts such as Beyoncé, Harry Styles, Coldplay and Blackpink for their UK shows.
