Most people will view this Ticketmaster auction for tickets to Radiohead’s just-announced Haiti Benefit in Los Angeles this Sunday at the Henry Fonda Theater as a unique, outside-the-model way to raise money for earthquake victims.
Look at it again. Look at it. You are looking at the future of ticketing: a straight-up auction model.
It’s especially terrifying because it makes perfect sense. Instead of short-changing their profits with fixed prices and watching tickets to sold-out shows sell for four or five times face value on the scalper’s auction market, Ticketmaster has actually developed a platform to sell tickets to the highest bidder while stunting the middlemen down the line.
This might be no big obstacle if you want to go see some low-level act like, I dunno, Matisyahu. But what if you’re a 12-year-old girl from a low-income family and you’re dying to see Beyoncé?
Already, we’ve seen VIP tickets and “Fan Experience” tickets for more in-demand arena shows sold by Ticketmaster for inflated prices. During Beyoncé’s last tour, for example, front-row tickets sold at face value for $500—roughly what could be expected from the second-hand market. (Meeting Beyoncé in person, after the show, cost $1,000.) Those hoping to luck out with an affordable ticket for a good seat still had hope.
I hope I’m wrong, but staring at this auction page feels like looking into a crystal ball of plutocracy for the future of ticket sales.
I know Radiohead is doing a charitable thing with this ticket auction, and I know that people are going to be talking about the “Radiohead model” with this ticket sale. But unlike their pay-what-you-will approach to albums, which humbled the recording industry into submission, this pay-what-you-will approach to tickets is a valuable springboard for the ticket industry, and it’s only going to put a lot more power and money into their greedy, uncaring hands.