Oasis Ticketmaster Queueing and Surge Pricing: The High-Stakes Game of Concert Tickets

The recent frenzy surrounding Oasis tickets has reignited the debate over Ticketmaster’s queueing system and the controversial use of surge pricing for live events. As fans scrambled to secure tickets for what is expected to be one of the most highly anticipated reunions in recent memory, the experience was marred by frustration and sticker shock, highlighting some significant differences between ticket sales for live events and dynamic pricing models used in other industries, like travel.

The Speed of Surge Pricing in Ticket Sales

One of the starkest contrasts between surge pricing for concert tickets and dynamic pricing in the travel industry is the timeframe over which prices fluctuate. For airlines and hotels, prices adjust gradually over weeks or even months, reflecting changing demand as the departure date approaches, reflecting origin or destination weather, capacity, yield, events and demand amongst other variables. This allows consumers time to plan, compare prices, and adjust their expectations accordingly.

It's always possible that the price will rise while you are looking at a ticket for a flight or a hotel. When it does happen, take a breather, have a think (try a different browser or clear cookies) and often the price will have reverted back to what you were willing or expecting to pay. But sometimes the pressure to buy is immense because there's an expectation that having already risen during the purchase process, they will rise again and this triggers the purchase at a higher price.

Ticketmaster’s dynamic pricing for Oasis tickets — and other major events — operates on a much more compressed timeline. Prices can skyrocket within hours or even minutes of going onsite as demand intensifies.

Entering a digital queue with tickets at one price, and reaching the front of the queue with prices substantially higher creates a sense of shock, clarity on price ranges from the start of the process can reduce the impact of the sticker shock when the ticketing platform is ready to make an offer.

The effect is immediate and often jarring, leaving fans feeling blindsided by the sudden jump in cost. The nature of live event ticket sales, where the anticipation of a sell-out is palpable, amplifies the impact of these rapid price increases. For fans hoping to see Oasis, the experience was a stark reminder of how quickly a dream of attending a concert can turn into a financial dilemma.

The Illusion of Scarcity

Another critical difference lies in the perception of scarcity. In travel, while prices may rise as availability decreases, there is usually a clear understanding that once the seats are filled or rooms booked, the opportunity is gone until more become available through cancellations, new releases or future dates (oh well, let's go in 6 weeks or next year). In contrast, concert tickets—especially for an event as hyped as an Oasis reunion—are often marketed under the guise of extreme scarcity, creating a sense of urgency among fans.

However, it’s important to note that the notion of a “sell-out” is often more about what the promoters want to sell at that moment rather than a reflection of actual ticket availability. Tickets are strategically released in waves, with a portion held back for various reasons, including future promotions, special releases, or simply to stoke further demand. This tactic is not new, but the combination of surge pricing and a rolling release of tickets exacerbates the frustration. Fans who missed out on the initial sale might later find tickets available—sometimes at even higher prices—feeding into the narrative that the event is an unmissable phenomenon.

Other differences are reflected by the number of times it's possible to experience this event, with only 28 live dates and no televised opportunity to see this event (though nothing about it being available on streaming or video platforms afterwards), scarcity is magnified yet again.

Price Fluctuations and the Myth of Sales

This illusion of scarcity not only heightens demand but also amplifies the effectiveness of dynamic pricing strategies, where fans are prompted to buy quickly before prices rise further.

Another stark difference between the travel industry and concert ticketing is how prices behave over time. In travel, prices not only go up and down based on demand, but most travel companies also offer sales periodically. These sales provide opportunities for consumers to snag deals, even on high-demand routes or during peak seasons. This dynamic gives travelers some flexibility and the hope of finding a bargain if they time their purchase right.

In the case of Oasis, however, fans are unlikely to see ticket prices drop or be treated to a flash sale. While long-running events may offer discounted tickets closer to the date if demand was overestimated, this is not something that fans of a band like Oasis can realistically expect. With demand far outstripping supply, prices are more likely to continue climbing than to decrease. The idea of catching a break on ticket prices is, in this context, more wishful thinking than a plausible strategy.

Publicity and the Bottom Line

At the heart of these practices is a simple truth: for promoters and the band, money in the bank is what matters. The outcry over high prices and opaque ticketing practices, while frustrating for fans, also serves to generate publicity. Every headline, tweet, or post about the ticketing debacle keeps the event in the public eye, reinforcing its status as a must-see. In this sense, the controversy is not a byproduct of the system but an integral part of it.

Ticketmaster and the promoters behind the Oasis reunion are likely well aware of the backlash but also understand that the headlines about high prices and sold-out shows only fuel the event’s mystique. Many fans will pay, albeit begrudgingly, and those who don’t will still contribute to the buzz, keeping the event in the conversation. Meanwhile, the strategic release of additional tickets over the coming months will continue to drive demand, ensuring that the event remains in the spotlight.

The harsh truth of today's music scene is that money comes from touring and the hard format vinyls, cassettes, CD's and digital formats have been eaten away over time by products like Spotify and Apple Music which make most music available to most people for a modest monthly subscription, but the reality is not very much money gets to the artist, let alone the promoter and the old distribution channels.

The Bottom Line: A Predictable Cycle

In the end, what we are witnessing is a predictable cycle that has become a hallmark of modern ticket sales. The combination of surge pricing, strategic ticket release, and the resulting public outcry is all part of a well-orchestrated strategy to maximize revenue and publicity. While many fans will inevitably feel priced out or frustrated by the process, the reality is that this is unlikely to change as long as it continues to be profitable for all involved.

For fans of Oasis, the emotional rollercoaster of securing tickets may feel like a necessary evil in the quest to see their favorite band live. For the promoters, it’s simply business as usual—albeit with a healthy dose of drama and spectacle to keep things interesting.

While I’ve skipped Oasis on this occasion (!), the emotional impact of missing out on other artists due to inflated prices and the high-stakes game of modern ticketing has left a lasting impression — reminding us that the unpredictability of live music events is both thrilling and frustrating. By the time the event arrives, the pain of the ticket purchase will be long-forgotten - until next time.

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