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How Dynamic Pricing Raised Concert Ticket Margins
In this episode of Pricing Power, Lucas and Luna unpack the controversial world of concert ticket pricing. Using the 2026 Taylor Swift 'Eternity Tour' as a central case, they explain how Ticketmaster's dynamic pricing model sets face-value prices based on real-time demand, why a $500 floor seat can suddenly cost $2,000, and what artists actually earn from these surcharges. They compare this to the airline revenue management system that inspired it, and discuss whether dynamic pricing unfairly excludes fans or simply matches supply to willingness to pay. Lucas cites data showing…
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