Tours by artists like Coldplay, Oasis, Kylie Minogue, and Taylor Swift are selling out stadiums and setting records, but buying tickets for in-demand concerts has become a frustrating and disappointing experience for many fans.

For brands who hope to sponsor or partner with one of these high-profile events, it’s more important than ever to have a thorough understanding of the motivations and behaviours of potential concertgoers.

Why are fans upset?

The most common causes of outrage amongst fans are the eye-watering prices and the difficulty of obtaining tickets to popular gigs.

Why are tickets so expensive?

Ticket prices have gone up exponentially over the past several years for a variety of reasons, including rising production costs and inflation. At 20%, the VAT on concert tickets in the UK is also significantly higher than in other markets.

Fans who can’t afford to spend upwards of £150 for a standing room ticket are finding themselves priced out of attending live music events – 51% of people in the UK say the price of tickets has stopped them from attending a gig in recent years.

What is dynamic pricing?

On top of already soaring prices, ticket sales for some artists on Ticketmaster are subject to the dynamic pricing system, which increases the cost of tickets based on demand – ostensibly as a measure to combat ticket touting.

The backlash following ticket sales for UK dates of the Oasis reunion tour caused the band to opt out of dynamic pricing for their US dates, and brought Ticketmaster under investigation for a possible breach of consumer protection law.

Why is it so hard to get tickets?

Fans trying to purchase tickets to in-demand gigs often encounter issues with faulty pre-sale codes, website glitches, and massive queues.

Ticket sales for Coldplay’s 2025 UK tour dates were the latest to cause outcry, with fans unable to secure tickets even with early access codes from the band’s album pre-sale. While fans were waiting in the queue, tickets were already showing up on resale websites like StubHub and Viagogo at inflated prices.

Bulk-buying and reselling of concert tickets continues to create scarcity and drive up prices. Ticketmaster claims that measures like dynamic pricing and verified fan codes help curb resales, but they often create additional problems for fans.

What can brands learn from fan frustrations?

64% of Brits feel that dynamic pricing is unfair, and the public is increasingly concerned about buying counterfeit tickets online.

Despite the high cost of tickets, sold-out tours for top artists such as Madonna, Beyoncé, and Taylor Swift demonstrate that some fans can and do spend thousands of pounds to see their favourite performers.

A better understanding of audience preferences, interests, and purchasing behaviours can support marketing and pricing strategies for individual artists’ UK tour dates and help avoid a negative user experience during ticket sales.

How can audience segmentation help?

For brands looking to partner with ticket retailers, venues, and events, it’s essential to understand how your target audience breaks down among the different types of concert attendees. By gaining clear insights into what your audience enjoys, you can create a customised experience that encourages engagement and ensures a successful event.

Concert goers are not monolithic, so it’s essential to have a detailed understanding of the different audience segments and their diverse preferences and values. These insights will help you determine where and how to target them effectively, how much they’re willing to spend, and what would motivate them to spend more.

For example, there are those who are highly price-sensitive and whose attendance will depend primarily on ticket prices, hardcore fans who will buy standing tickets seeking an immersive experience, and people who are willing to spend more for guaranteed seats and a VIP experience.

If your brand’s target audience includes people in the latter category, you could consider partnership opportunities with football clubs, credit card providers, and other companies that can offer exclusive VIP packages and early access to members.

If your audience skews towards super fans, you may be able to reach them more effectively through partnerships with social media platforms like TikTok and Snapchat, where they’re likely to post about getting tickets, connect with other fans, and share videos from the show.

The big takeaway

Ultimately, even though fans are frustrated with the current state of concert ticket sales, the top artists continue to sell out venues and make headlines.

If your audience includes music fans, it’s important to keep an eye on which artists, retailers, and other brands continue to generate buzz – but it’s even more important to understand the motivations and behaviours of your customers.

For help creating personalised audience profiles or improving your brand’s customer journey, get in touch with Clusters today.