Has Lasttix Fucked The Live Touring Industry - Noise11.com
Axl Rose, Guns N' Roses, Melbourne, Australia, Noise11, Ros O'Gorman, Photo

Axl Rose, Guns N' Roses, Melbourne, Australia, Photo By Ros O'Gorman

Has Lasttix Fucked The Live Touring Industry

by Paul Cashmere on December 20, 2016

in News,Noise Pro

One trend in music over the last 12 months has been live music fans waiting for the cheap concert tickets instead of buying when they go on sale. That never used to happen. So what changed? A company called Lasttix popped up.

Don’t get me wrong. Lasttix is a very good business model … for Lasttix. But for the live music industry, it may just be the catalyst of the disaster.

Surely it hasn’t gone unnoticed that the rise of Lasttix has coincided with the downfall of the live music industry has it?

Lasttix describes itself as “Australia’s leading discount ticket specialist with discounts up to 60% off.”

On the surface that is a great service for promoters with leftover tickets to sell last minute. It is also a great service to fans who couldn’t afford the full price but are prepared to fill empty (and sometimes obstructed view) seats. Besides, artists always work better with a full house.

Then sometime not long ago, the intent of the original business changed as promoters started to sell the cheap tickets earlier and earlier.

Two things then happened. 1. Fans who did buy early at the full-rate got pissed off when others were getting great seats for less. 2. As fans worked out that lots of shows were going to go to Lasttix months out from the event, they just waited for the cheap ticket.

That resulted in big-name acts such as Barry Gibb and Guns N Roses struggling with their initial sales.

In Australia, Adelaide fans traditionally are loath to pre-book. Its been like that for decades. Adelaide fans expect to turn up on the day and buy tickets at the box-office. As a result, promoters tend to give Adelaide a low priority when setting up a tour. Adelaide is often simply too risky a market for promoters to consider.

This whole Lasttix cheap ticket phenomenon has turned every Australian city in “an Adelaide”. With more and more people waiting for a cheap ticket, more and more seats stay empty for longer. The longer they are empty, the more the promoter is likely to panic and as a result, cheap tickets are going on sale earlier and earlier.

That has created the downward spiral the business is currently in. The earlier cheap tickets go on sale the more incentive punters have to delay booking for a show … and down the industry goes.

If the concert industry adopted an airline philosophy they could reverse the trend. Airline tickets are cheaper the further you book out and increase in price as the flight fills. They will only get cheap again days out from the flight if there are still empty seats.

The music industry uses the complete opposite logic. The most expensive music ticket is when the show first goes on sale. It gets cheaper (via companies like Lasttix) when they fail to sell and because fans now have an expectation for cheap tickets, they fail to sell with more regularity.

The business needs more discipline to survive. Sending the message that waiting is better has been one 2016 trend this business can’t afford to see a repeat in 2017.

The X Studio



Related Posts

Bee Gees
Barry Gibb Signals Another Bee Gees Documentary

Barry Gibb has revealed fans of the Bee Gees can expect a biographical film within the next couple of years, which is set to follow the 2020 documentary, 'The Bee Gees: How Can You Mend a Broken Heart'.

March 2, 2021
Barry Gibb at Rod Laver Arena photo by Ros O'Gorman
Australian Charts: Barry Gibb ‘Greenfields’ Is Australia’s No 1 Album

Barry Gibb scores his first ever solo No.1 Album in Australia this week with a collection of re-recorded Bee Gees tracks alongside multiple artists on "Greenfields: The Gibb Brothers Songbook 1'.

January 18, 2021
Barry Gibb at Rod Laver Arena photo by Ros O'Gorman
Barry Gibb On Track For No 1 UK Album

Barry Gibb is on track for his very first UK Number 1 as a solo artist with Greenfields: The Gibb Brothers' Songbook (Vol. 1).

January 12, 2021
Barry Gibb at Rod Laver Arena photo by Ros O'Gorman
Sir Barry Gibb And Friends Re-Record Bee Gees Songbook

Sir Barry Gibb has gathered his famous friends to revisit his Bee Gees songbook for ‘Greenfields: The Gibb Brothers Songbook, Vol 1’.

November 6, 2020
Olivia Newton-John - Photo By Ros O'Gorman
Olivia Newton-John Reveals She Has Cancer For Third Time

Australian superstar Olivia Newton-John has confirmed she has been diagnosed with cancer for a third time as well as saying she kept the second time private.

September 10, 2018
Barry Gibb, Rod Laver Arena, 2013, Photo By Ros O'Gorman, Noise11
Saturday Knight Fever – Barry Gibb and Ringo Starr Knighted

Mr Barry Gibb is now Sir Barry Gibb. Mr Ringo Starr is now officially Sir Ringo Starr. The former Bee Gee and Beatle have been officially announced for knighthoods in the Queen’s New Year Honours of 2018.

December 30, 2017
Barry Gibb, Rod Laver Arena, 2013, Photo By Ros O'Gorman, Noise11
The Story of The Bee Gees To Become Broadway Musical

Universal Pictures has announced that they have acquired the life story of the Bee Gees which they will develop, through their theater division, into a Broadway musical.

November 9, 2017