Zach Bryan, the rising country music star, has been vocal about his disdain for Ticketmaster and their fees. Ticketmaster is a ticket sales and distribution company that has exclusive contracts with many major concert venues and artists. This gives them a near monopoly on primary ticket sales for live events. Many music fans, including Zach Bryan, take issue with Ticketmaster’s high fees and lack of competition in the industry.
Who is Zach Bryan?
Zach Bryan is a singer-songwriter from Oklahoma who is taking the country music world by storm. The 31-year-old military veteran got his start in music by building up a fanbase through viral success on TikTok during the pandemic. His authentic sound and songwriting quickly garnered him a dedicated fanbase that call themselves “the Damn Band.” Bryan has achieved immense success as an independent artist, having sold out shows across the country and topping the iTunes Country charts. However, he is not afraid to speak out against the industry norms, as evidenced by his criticisms of Ticketmaster.
What are Ticketmaster’s fees?
Ticketmaster is known for tacking on large fees onto ticket prices. These can include:
- Service fees – these can be over 20% of the base ticket price
- Order processing fees
- Facility fees – charged on behalf of the venue
- Shipping and will call fees
All of these extra fees can quickly make the final ticket price 2-3x the initial list price. Ticketmaster defends the fees as covering the costs of running their business and services. But many feel these fees are exorbitant and damages fans.
Why are Zach Bryan’s fans upset with Ticketmaster?
Zach Bryan is known for having accessible ticket prices directly through his website around $40. However, when those same tickets get onto the secondary market through Ticketmaster, they are loaded with fees bringing the price up to $200-300.
For working class fans who make up a lot of Bryan’s fanbase, these prices put the tickets out of reach. They feel locked out of seeing their favorite artist due to Ticketmaster’s fees and lack of alternatives.
Zach Bryan’s Criticisms of Ticketmaster
Bryan has not been shy about voicing his issues with Ticketmaster directly through social media and interviews. Here are some examples:
Twitter Thread
In June 2022, Bryan went on a Twitter thread explaining his issues with Ticketmaster from an artist’s perspective:
“I have less than no respect for Ticketmaster. I have avoided using them whenever I can play a venue that’ll allow that…I charge what I have to charge to keep the lights on. Ticketmaster then buys those tickets from me and charges you 4 times what I did…Just know that when you pay over face value for one of my shows, none of that money makes it to me or my team.”
He goes on to say he understands fans wanting to see shows at any cost but that the system is broken.
Interview Comments
In an interview with the Los Angeles Times in July 2022, Bryan had more thoughts on Ticketmaster:
“I don’t think that just because you have enough money to get onto Ticketmaster the minute the tickets go on sale means you should be the only one that gets to go to concerts.”
He explained many of his positions against industry norms come from wanting to help his fans have access.
Onstage Comments
At live shows, Bryan has also spoken out about Ticketmaster fees and needing “to get the real fans in here that want to be here” instead of those just looking to profit.
Why Zach Bryan is Different Than Other Artists
Most mainstream artists and promoters accept Ticketmaster fees as an industry norm because of their reach and scale. But Bryan has more freedom to speak out due to:
- His independent artist success has given him leverage
- His fanbase values his authenticity and honesty
- His genre of country/Americana has more independent venues
However, even Bryan still has to use Ticketmaster at some larger venues he wants to play. But he actively avoids using them as much as possible.
Similar Artist Backlash
Other major artists like Bruce Springsteen, Pearl Jam, and Adele have also criticized Ticketmaster but ended up accepting their dominance of the industry. Up and coming artists like Bryan have not reached that level where they “need” Ticketmaster for huge arena tours.
Why Ticketmaster Maintains Their Dominance
Despite the backlash from artists and fans, Ticketmaster continues to thrive. Here are some reasons why:
Exclusive Venue Deals
Ticketmaster frequently signs multi-year exclusive deals with major venues and promoters like Live Nation. This locks out any competition for ticketing those events.
Fan Data & Marketing Reach
Ticketmaster has collected marketing data on millions of customers over its 40+ year history. This allows them to efficiently market shows to likely customers at a massive scale.
Industry Relationships
They have spent decades building business relationships with all the major players in live music. This makes them the default ticketing option in many cases.
Weak Competition
Attempts by competitors like AEG or independent ticketers have not reached the same scale or breadth of services. Their huge size lets them underprice and starve out competitors if needed.
High Buyer Tolerance
At the end of the day, fans continue to pay Ticketmaster’s high fees. The convenience and lack of alternatives has built consumer tolerance of the fees.
Ticketmaster Fee Breakdown
To visualize the various fees Ticketmaster charges, here is a breakdown of a hypothetical $100 concert ticket:
Fee Type | Fee Amount |
---|---|
Face Value | $100 |
Service Fee | $25 |
Processing Fee | $15 |
Facility Fee | $20 |
Total Cost | $160 |
As you can see, the final cost is 60% higher than the initial ticket price due solely to Ticketmaster’s fees.
Alternatives to Ticketmaster
While Ticketmaster still dominates, there are some alternatives fans can use to avoid their fees:
Buy Directly from the Artist
If the artist or promoter sells tickets directly, it avoids any Ticketmaster fees. Zach Bryan does this from his website when possible.
Use Independent Ticketing Companies
Smaller ticketing companies like Etix and AXS Ticketing work directly with venues and promoters as an alternative to Ticketmaster. Their fees are typically lower.
Buy at Physical Box Office
Tickets bought directly at the venue’s box office don’t have any extra online fees. However, the tickets may sell out fast.
Wait for General Public Onsale
Artist presales through Ticketmaster will have lower fees compared to reseller tickets. So waiting for the general onsale can pay off.
Is the Backlash Against Ticketmaster Growing?
While Ticketmaster remains dominant, fan and artist complaints seem to be gaining more momentum in recent years. A few reasons this backlash may be growing:
- Fees continue to rise faster than inflation
- Fans have more direct access to artists through social media
- The deals between Ticketmaster and Live Nation have faced more government antitrust scrutiny
- Some artists are becoming more comfortable avoiding Ticketmaster
Despite having weathered past criticism, the growing voices may put more pressure on Ticketmaster’s practices. Especially among younger generations who value fair access and prices.
Government Scrutiny
The merger between Ticketmaster and Live Nation as well as their joint practices have faced notable government antitrust probes in recent years. Their exclusive long-term venue deals raised concerns and calls for closer regulation. While no major legal actions have curbed their dominance yet, the attention shows concern is growing in holding their power accountable.
Fan Activism
Groups like the Fan Freedom Project have gained visibility in advocating against Ticketmaster. They lobby for more fair ticketing laws and transparency around fees. With artists like Zach Bryan bringing more attention to the issue from the stage, fan activism could gain more momentum for impacting real change.
Conclusion
Ticketmaster’s high fees and industry dominance continue to receive criticism from fans and artists like Zach Bryan. Their scale and legacy business relationships have allowed them to maintain primacy and tolerate complaints as an industry cost. However, the growing voices calling for more fair ticket pricing and access practices provides optimism that change may come in the future. While Ticketmaster won’t disappear, a shifting industry attitude about their role could bring more transparency and alternatives. This would open up live events to a wider fanbase.