YasminThe enormous popularity and widespread influence of the K-pop genre have led to an unheard-of rise in the demand for tickets in recent years. K-pop, or Korean pop music, has captivated millions of fans worldwide by bridging cultural divides. We will take a deep dive and examine the various elements that are causing K-pop ticket demands to skyrocket, from the genre’s contagious music and distinctive performance culture to the fervent and devoted fan base that fuels the frenzy surrounding ticket sales. Sites such as Ticketmaster and AXS become a frenzied battlefield as K-pop groups announce tours and gigs.
Unique performance culture
The exceptional performance culture of K-pop is known for its flawless choreography, strong vocals, and visually stunning stage productions. K-pop performers go through extensive training to improve their abilities in singing, dancing, and stage presence. A captivating live performance combining synchronized dance routines, outstanding vocal performances, and theatrical elements is the end result. Tickets therefore are in high demand due to the immersive experience that K-pop concerts’ meticulous attention to detail creates for audiences that want to experience these elements live.
Devoted fanbases
The unrivalled fervour of K-pop fanbases is a force to be reckoned with and is one of the factors fuelling the exponential rise in demand for K-pop tickets. Fans of pop culture, also known as “stans“, show steadfast devotion to their favourite performers. They organize fan events, participate in fan gatherings, and actively engage in social media platforms to show their love and support. The excitement surrounding ticket sales is incited by a strong sense of community and camaraderie that permeates K-pop fandoms, with followers eagerly bidding to get tickets to see their favourite idols perform live.
Global tours
K-pop artists and companies have responded to the ever so strong demand for their music around the world by scheduling international concert tours. Through these tours, artists can interact with their global fan base and give them the chance to feel the excitement of a live K-pop performance. The demand for tickets has increased as artists reach out to nations outside of South Korea. Arenas that are completely full, lengthy waiting lists, and fans who travel from all over the world are proof of how popular K-pop concerts have become worldwide.
Many K-pop groups will release music targeted towards areas of the world and then announcing a tour directed to a specific demographic. The detail of these special tours create a buzz amongst communities and demands for tickets skyrocket.
TWICE tickets
This year, global superstar girl group TWICE announced they were conducting their 5th world tour, Ready to Be; visiting North America and Europe. This was the first time the girl-group announced plans of a US or Europe appearance since their debut in 2015. All of TWICE’s previous world tours were restricted to countries in east Asia, so when the extremely rare announcement was made, fans went into a frenzy. Nobody wanted to miss out on what could possibly be their one and only chance of seeing the girl-group live and tickets sold out almost instantaneously. This is a tactic many K-pop companies do, withdrawing fans from experiences they’ve wanted so much, – i.e, a concert in their country – and then opening the doors to them a few years later will almost always end up with an immense and successful ticket sale.
As a big fan of TWICE myself, when the group announced their London date for the tour, I immediately went to buy tickets on Ticketmaster but was unlucky as they had sold out in the blink of an eye. I struggled to find even one ticket, and then one showed up as a resale a few days later and I promptly purchased it.
Ticketmaster-Taylor Swift scandal
The back and forth struggle with ticket sites is an experience all fans of artists have had to endure however ticket sites can take advantage of fans’ desperation for tickets and exploit them.
At the beginning of this year, pop princess Taylor Swift announced her The Eras world tour which would be conducted later on in the year. The main first-party site to purchase tickets was Ticketmaster. When sales opened, the entire website’s system became overwhelmed and did not allow fans to purchase any tickets in real time and instead held onto tickets to resell at an inflated price. Fans were outraged at the behaviour of the number one ticketing website and the ‘unethical’ handling of Taylor Swift tickets. Many claimed to see tickets reselling for $12,000 and even higher.
As the outrage continued, Taylor herself spoke out and said it was ‘excruciating’ to see how ticketing for her tour was handled, with fans struggling to claim seats, and that she was assured Ticketmaster could handle such immense demand. However, it could not.
300 fans took Ticketmaster and Live Nation – both companies merged in 2010 – to court over a class-action suit, claiming the handling of the ticketing was outrageous and that the company purposefully imposed high sales – both presale and resale – on fans.
