Dynamic pricing, explained
Live Nation, the owners of Ticketmaster, uses dynamic pricing, which causes ticket prices to rise in response to demand, per the Scotsman.
According to reports, this action is justified in order to stop tickets from being purchased via secondary ticket marketplaces and transferred.
The increased revenue from more expensive tickets would go to the performer as well.
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Historically, more expensive or exclusive seats, such as the front row, are subject to dynamic pricing.
Importantly, Live Nation asserts that the artist, not the company automatically, enforces Ticketmaster dynamic pricing.
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