As Ticketmaster faces growing scrutiny over dynamic pricing that has left fans paying $500 or more for nosebleed seats, some of the world’s biggest artists are pushing back — offering tickets for as little as $26, with one small catch: fans have no clue where the seat is located.
The Rolling Stones, Coldplay, Olivia Rodrigo and Charli XCX have all introduced mystery ticket programs where fans purchase a seat without knowing where it is. Floor, upper deck, restricted view — you find out when you arrive. The initiative started with the Stones’ “Lucky Dip” program, which inspired Coldplay’s “Infinity Tickets” and, in turn, Olivia Rodrigo’s “Silver Star” scheme.
Jared Braverman, senior vice president of global touring at Live Nation, told the Wall Street Journal the push is coming from artists themselves, willing to leave money on the table to get fans through the door.
“You’re potentially forfeiting revenue, but you’re also trying to create a good experience for people who are more price conscious,” said Jonathan Eshak, co-president of Mick Management.
Supply is limited per show, and VIP packages and demand-based pricing aren’t going anywhere. But for anyone who wants to see their favorite artist and still afford groceries, a mystery seat beats no seat.
