Beyoncé and JAY-Z’s On The Run II Tour Could Do Double the Business Their 2014 Tour Did | Billboard

Ticketmaster and promoter Live Nation have gotten more aggressive about pricing tickets for large-scale tours, which can push the overall tour gross upwards. Sales for JAY-Z’s 32-date 4:44 Tour in November and December grossed a personal-record $48.7 million for the rapper, thanks in part to his in-the-round arena configuration which allowed him to sell more tickets and charge more for lower level seats while utilizing expensive VIP packages and platinum seat programs. The pricing strategy means artists can make more money while charging less for upper-level seats.

The strategy means more pressure on scalpers and professional resellers — high-priced tickets are difficult to sell because there’s not much room to mark up the price, while a large inventory of available cheap upper-level seats incentivizes fans to buy directly from the artists instead of resale sites like StubHub or Viagogo.

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Beyoncé and JAY-Z’s On The Run II Tour Could Do Double the Business Their 2014 Tour Did | Billboard.