The Cure’s Robert Smith Calls Ticketmaster’s Dynamic Pricing Model a ‘Scam’ and ‘Driven by Greed’
Written by djfrosty on October 14, 2024
In recent years, The Cure’s Robert Smith has been vocal about the shifting touring and ticket market. In 2023, the singer convinced Ticketmaster to give partial refunds to fans who had purchased tickets to their Songs Of A Lost World tour, hitting back at “unduly high” fees. For their U.S. run of dates, the band had kept the prices purposefully low to stay affordable, with some priced at $20, but the fees occasionally outstripped the value of the ticket.
In a new, lengthy interview, first published in the The Times, Smith has commented further on Ticketmaster’s practices and specifically their dynamic pricing model.
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“I was shocked by how much profit is made [by ticketing],” Smith said. “I thought, ‘We don’t need to make all this money.’ My fights with the label have all been about how we can price things lower. The only reason you’d charge more for a gig is if you were worried that it was the last time you would be able to sell a T-shirt.”
He continued: “But if you had the self-belief that you’re still going to be here in a year’s time, you’d want the show to be great so people come back. You don’t want to charge as much as the market will let you. If people save on the tickets, they buy beer or merch. There is goodwill, they will come back next time. It is a self-fulfilling good vibe and I don’t understand why more people don’t do it.”
“It was easy to set ticket prices, but you need to be pig-headed. We didn’t allow dynamic pricing because it’s a scam that would disappear if every artist said, ‘I don’t want that!’ But most artists hide behind management. “Oh, we didn’t know,” they say. They all know. If they say they do not, they’re either f–king stupid or lying. It’s just driven by greed.”
You can watch the full interview with Smith at The Cure’s website.
The Cure are releasing their first album in 16 years, Songs Of A Lost World, on Nov. 1 and the LP will be accompanied by a string of shows in London on release week. The band have shared two songs from the record so far, brooding opener “Alone” and “A Fragile Thing.”
Smith’s comments arrive not long after the controversial ticket sale for Oasis’ reunion tour in 2025. Dynamic pricing was used in the process for the band’s 19 stadium dates in the U.K. and Ireland, causing ticket prices to rise and fans forced to make quick decisions on prices that were higher than initially advertised.
The fallout and anger from fans prompted the U.K.’s Competition and Market Authority to investigate the use of the sale tactic. Oasis, who will be playing a run of shows next summer across the globe, distanced themselves from the dynamic pricing model and opted against using the method for their North American dates, which went on sale earlier this month.
Ticketmaster introduced the dynamic pricing scale in 2022 in a bid to help combat touts and the secondary ticket market. The company insists that bands and promoters set the ticket prices and that dynamic pricing is only used with approval by the artist’s team.