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Pay what you want | Xperiology

It had worked. They had given the audience the entertainment first and then put the decision in their hands as to how much it had been worth, and it would appear that they were making a profit. The pay-what-you-want idea is not a new concept, the likes of Gordon Ramsay has used the method on TV shows, and in 2007 Radiohead famously released the digital download of ‘In Rainbows’ with the simple phrase ‘it’s up to you’ on the payment screen, allowing fans to enter any amount between £0 and £100. Thom Yorke claims that this was their most successful album download at the time.

The idea sits in stark contrast with fans last week at Anfield walking out at the 77th minute to protest hikes in ticket prices (which have soared to £77). Average ticket buyers were so strongly opposed to the rise in price that they were prepared to forfeit a game to ensure that those in charge were made aware that they did not support the increases. And can you blame them? The new ticket price takes the spend out of the comfortable price bracket for the majority of their fans, who are on average to less-than-average wages. Alienating the majority of your audience will never result in success and it’s always going to be difficult to justify price increases without a noticeable change in the experience for consumers.

Perhaps pay-what-you-want ticket prices will be the future of keeping audiences satisfied and happy. But could live entertainment still flourish if fans only ever paid what they thought the service was worth? In some cases perhaps not. If nothing else perhaps it would serve as a firm reminder that your audience must be at the absolute forefront of everything you do. Because without them, why are you doing it?

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Pay what you want – Xperiology.

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