Several major artists have introduced schemes offering some concert tickets for as little as £20, following an intensifying backlash over ticket prices. The Rolling Stones, Coldplay, Olivia Rodrigo, and Charli XCX are among those participating in programs that provide more affordable access to shows.
A key feature of these cheaper tickets is that they are often unallocated at the time of purchase. Fans will not know their specific seat or standing location until they arrive at the venue.
The initiative was reportedly spearheaded by The Rolling Stones with their “Lucky Dip” program, which inspired Coldplay to introduce “Infinity Tickets” priced at £20. Coldplay's actions then led Olivia Rodrigo to launch a similar “Silver Star” ticket scheme. Jared Braverman, senior vice president of global touring at Live Nation, stated that while the number of these tickets is not extensive, it is enough to make the program meaningful.
The push for reduced ticket prices has reportedly come from the artists themselves, even if it means a reduction in overall revenue. This trend aims to address audience concerns about ticket access and create a positive experience for price-conscious fans.