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In recent times, dynamic pricing has become increasingly prevalent in the realm of entertnment, with Australian fans of bands like Pearl Jam and Green Day finding themselves paying varying prices deping on when they purchase their concert tickets. This practice involves adjusting product costs based on demand, a strategy well-established in Australia through various sectors including ride-hling services such as Uber's surge pricing, utilities, and rline fares.
A typical example from this tr shows that during the week of September 20th, fans eager to catch Green Day perform in Sydney could have pd anywhere between $399.60-$499.60 for tickets, deping on their purchase timing. This contrasts with set price tickets which were advertised at $135.60, but started selling for a slightly higher rate of $217.16. Similar fluctuations occurred for the band's shows in Melbourne and Gold Coast.
Ticket providers Ticketmaster and Ticketek have defed dynamic pricing methods by stating they help combat ticket scalping - an issue where tickets are bought often through bots and resold at inflated prices to make a profit. They argue that demand-driven pricing mitigates this problem effectively.
On the other hand, music industry insiders and consumer advocates point out that dynamic pricing exacerbates inequality in accessing live events by potentially excluding those who cannot afford the higher cost of tickets. This system might reserve live entertnment for the wealthy class as prices vary based on when they are purchased.
Some high-profile artists like The Cure have taken a stance agnst this practice, expressing their concerns about its impact on affordability and access to concerts. Others acknowledge that dynamic pricing is likely here to stay, citing examples from other sectors where it has been successfully implemented like US supermarkets adjusting chilled drink prices according to temperature.
Nevertheless, there are calls for transparency in how tickets are priced under such systems whether the current framework adequately serves all consumers by ensuring equitable access to live events. Some have even questioned if dynamic pricing should be allowed at all considering its potential effects.
The Australian Competition and Consumer Commission ACCC has acknowledged that businesses might increase prices during times of high demand, but have emphasized they must provide clear information on prices before the purchase stage. The government is considering how best to improve consumer protection agnst fraudulent practices in such situations.
In , while dynamic pricing offers flexibility for event organizers based on demand fluctuations, its impact and frness are matters of ongoing debate. There's a growing push to balance innovation with equity, ming to ensure that affordability remns accessible to all fans regardless of the price tag attached to their tickets.
This article is reproduced from: https://www.theguardian.com/music/2024/sep/21/green-day-australia-tour-tickets-dynamic-pricing
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