Dynamic ticket pricing questioned by Mercury Prize stars: ‘Where’s the money going?’

“It makes me furious,” says singer-songwriter CMAT. “The level of greed is disgusting. No one should be allowed to do it.”

The Irish star is of course referring to dynamic ticket pricing, the controversial music industry issue that has dominated headlines, social media discourse and even politics this week following the chaotic Oasis reunion sale.

At this year’s Mercury Prize ceremony, honouring the 12 best albums from the UK and Ireland, many of the shortlisted artists, as well as the winners, English Teacher, spoke out about the issue.

CMAT, whose real name is Ciara Mary-Alice Thompson, is an Oasis fan who plans to go to three gigs next year. But she didn’t pay dynamic pricing, she says, and believes the system should be banned.

“Why is every venue in the UK closing down? Why is every single part of the music industry on its knees, but somebody is benefiting from [increased] ticket prices?

“Because if I was to allow dynamic pricing on my tickets – which I never, ever, ever would, and I have fought against it for the past year – I wouldn’t be getting that [money]. My management wouldn’t.”

CMAT continues: “Where’s this money going? Who’s getting it? Because it’s not benefiting anyone.”

As an independent artist, she says she has maintained more input and control of decision making when it comes to setting prices – and the conversation about dynamic pricing has “reared its ugly head” every so often over the past year.

However, the singer also believes there are artists “pressured into it that either don’t know any better, or don’t actually have the power or the right to fight against it, because they’re in some deal” they cannot escape from.

As for the inflated Oasis tickets that have already been sold? “Realistically, [sellers] should be refunding people,” she says.

‘There’s economics and there’s creativity’

Oasis fans spent hours in virtual queues after the sale opened on Saturday – only for many to find that some tickets had more than doubled due to “in demand” pricing for the reunion tour.

The Competition and Markets Authority (CMA) has launched an investigation into the Ticketmaster sale, saying it will look into concerns over how dynamic pricing may have been used, and whether or not buyers were given clear and timely information explaining prices could change.

Oasis themselves have announced further gigs with a change to the way tickets are bought, with an “invitation-only ballot ticket sale” as “a small step towards making amends”.

The band deny being aware of the decision to use dynamic pricing.

“I think there’s very, very rarely any instances in history where a commercial venture and a creative, artistic venture have collaborated to the benefit of them both,” says rapper Berwyn, another 2024 Mercury Prize shortlisted artist.

“I think there’s economics and there’s creativity. They both contribute to culture but opposite ends of the spectrum. Oftentimes they meet in the middle and the conversation is very rarely a good one.”

‘It’s not hit the jazz world yet’

“I think putting that barrier to entry on to any kind of event or music, it doesn’t really support inclusivity,” says musician and producer corto.alto, shortlisted for his debut album Bad With Names.

“Thankfully it’s not hit the jazz world yet… although there were big headlines when I announced my tour as well, about dynamic pricing.” He laughs. “Joking, there was not. But it’s something I think has to be looked at, for sure.”

“It makes it really inaccessible,” says Lewis Whiting, from English Teacher. “If you’re selling a ticket for a price, it should stay like that.”

Rapper Ghetts, shortlisted for the second time for his fourth album On Purpose, With Purpose, says he sees fans as family. “I wouldn’t want to overcharge them in any way.

“I always want to put them first and be like, that’s a bit unreasonable, especially in the times that we’re living in. When you look at people’s outgoings and their incomings, it’s a lot to ask for people sometimes.”

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Like CMAT, Nia Archives is an Oasis fan – one who is “manifesting” tickets for one of their Manchester shows next year. “But the cost of living crisis really affected a lot of young people and festivals, we’re seeing them shut down because they can’t afford to keep running,” she says.

“I think it’s really important to have that community aspect, to have those free things and real-life moments, people that aren’t so money focused.”

Ticketmaster has said it does not set prices and its website says this is down to the “event organiser” who had “priced these tickets according to their market value”.

In response to the CMA announcement, the company said: “We are committed to cooperating with the CMA and look forward to sharing more facts about the ticket sale with them.”