JAY-Z’s 4:44 Tour Will Be His Highest Grossing Solo Run Ever Despite StubHub | Billboard

Sales for JAY-Z’s tour represent a paradigm shift in concert tickets: by more aggressively pricing front row seats, VIP experiences and platinum tickets, concert promoters are getting increasingly more skilled at commanding high prices and record grosses from their best seating inventory. That’s bad news for ticket resellers — by pricing tickets closer to actual market value, JAY-Z and Live Nation are capturing more revenue and creating little room for brokers to mark up the best seats.

Conversely, the strategy takes pricing pressure off the upper-level seating sections. Priced out of the top tier, many ticket brokers are stuck buying and selling tickets in the upper bowl. And since consumers can still choose between buying the same seat on the primary or the secondary, many brokers end up selling off tickets below face value, taking a loss.

The result: a seven-figure per night gross for JAY-Z and a lower get-in-the-door price for fans looking for a deal. In the last year, artists including Tool, Radiohead, the Weeknd, One Direction, Coldplay and U2 have all presented sellout shows with both $500+ tickets for the best seats, and $15 get-in-the-door tickets on sites like StubHub.

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JAY-Z’s 4:44 Tour Will Be His Highest Grossing Solo Run Ever Despite StubHub | Billboard.