CEO of Live Nation claims that gig tickets aren’t expensive enough

The CEO of Live Nation, Michael Rapino, claims that gig tickets are “underpriced” and have been “for a long time”.

Speaking at CNBC and Boardroom’s Game Plan conference last week, Michael Rapino claimed that live music experiences are “underappreciated”, comparing the cost of gig tickets to sporting tickets.

“In sports, I joke it’s like a badge of honour to spend [US$70,000] for Knicks courtside,” he said. “When you read about the ticket prices going up, it’s still an average concert price [of] US$72. Try going to a Laker game for that.”

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“They beat me up if we charge US$800 for Beyoncé,” he added (via Rolling Stone). “The concert is underpriced and has been for a long time.”

Rapino also claimed that rising ticket prices are due to “investment in the experience”, but says that there’s still “a lot of runway left”.

He also added that artists often “forfeit margin for the experience”, with many taking home just a percentage of money made from a live show.

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Data from live industry trade publication Pollstar found that average ticket prices rose more than 20% in 2023 to US$130.81 (around £104) globally.

According to The Guardian, that number is skewed by huge name acts whose shows often fetch higher ticket prices, pointing to artists like Taylor Swift and Beyoncé.

Amid concerns around dynamic pricing, which recently caused Oasis fans to pay a premium for tickets to the band’s 2025 reunion tour, Rapino argued that “ticketing, and how you find that ticket and how you can get that ticket, needs to be improved.”

Gemma Ross is Mixmag's Associate Digital Editor, follow her on Twitter