How can you handle ticket refunds and cancellations in the music industry?

1 Communicate clearly and promptly

The first step is to communicate clearly and promptly with your ticket holders, as soon as you know that your event is affected by the pandemic. Explain the reason for the change, the status of the event (postponed, rescheduled, or canceled), and the options available for them (refund, exchange, credit, donation, etc.). Use multiple channels, such as email, social media, website, and phone, to reach as many people as possible. Be honest, empathetic, and transparent, and apologize for any inconvenience caused.

2 Offer flexible and fair options

The second step is to offer flexible and fair options for your ticket holders, depending on the nature and timing of the change. If your event is postponed or rescheduled, you can ask them to keep their tickets for the new date, or offer them a refund or an exchange for another event. If your event is canceled, you can offer them a full refund, a credit for a future event, or a donation to support your cause. You can also incentivize them to choose a non-refund option, such as offering a discount, a bonus, or a gift. Make sure to follow the terms and conditions of your ticketing platform and the local laws and regulations regarding refunds and cancellations.

4 Learn from feedback and improve

The fourth step is to learn from feedback and improve your refund and cancellation policy and practice, to avoid or mitigate similar situations in the future. Solicit feedback from your ticket holders, your team, and your partners, and analyze the data and insights. Identify the strengths and weaknesses of your refund and cancellation process, and the opportunities and threats for your live event revenue stream. Implement changes and improvements based on the feedback and analysis, such as updating your terms and conditions, offering more options and incentives, improving your communication and customer service, and diversifying your revenue sources.

5 Consider alternative revenue streams

The fifth step is to consider alternative revenue streams that can supplement or replace your live event revenue stream, in case of prolonged or recurrent disruptions caused by the pandemic or other factors. For example, you can explore hosting online events like live streams, webinars, podcasts, or workshops to deliver value and engagement to your audience, as well as generate income from ticket sales, donations, sponsorships, or subscriptions. Additionally, you can sell merchandise such as T-shirts, hats, posters, or CDs to showcase your brand and creativity while generating income from product sales, commissions, or royalties. You can also create content like videos, blogs, newsletters, or ebooks to showcase your expertise and personality while earning income from advertising, affiliate marketing, or memberships. Furthermore, you can offer services such as consulting, coaching, teaching, or speaking to showcase your skills and knowledge while generating income from fees, contracts, or grants.

6 Stay connected and relevant

The sixth and final step is to stay connected and relevant with your audience, even when you cannot perform live for them. Use social media, email, and other channels to communicate regularly and authentically with your fans, and to share your stories, updates, and offers. Create and join online communities and networks that can support and inspire you and your audience. Seek and offer collaboration and partnership opportunities with other artists and organizations that can enhance your value and visibility. Keep learning and innovating, and be ready to adapt and evolve with the changing needs and preferences of your audience.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?