Zach Bryan’s Ticketing Was an Overwhelming Success, & Still a Failure
Make no mistake about it. Whether you’re a happy camper with a pair of tickets to an upcoming Zach Bryan concert securely in hand or not, his effort to completely eliminate scalpers and bots from the ticket buying process, while keeping prices and fees extremely affordable compared to other concerts was an overwhelming success, and came at great effort and expense from the Zach Bryan camp, and a little help from the Theo Von and his mullet.
Hopefully, Zach Bryan and his peeps chronicled and cataloged all of their efforts, noted what worked well and what didn’t, so they can then share that experience and wisdom with the rest of the music community and conscientious artists who want to take better care of their fans. The importance of this achievement cannot be underscored enough, and it’s about time someone undertook this kind of effort.
It’s also important to note that if you or anyone else sees a Zach Bryan resale ticket on any website that is not AXS, it is confirmed fraudulent at any price. Do not be fooled.
But if you’re a Zach Bryan fan and did not secure tickets to an upcoming show, there is a better chance than not that you don’t give a flying shit about any of this. You’re mad as hell, and you want the rest of the world to feel your pain because you won’t be there to experience the Zach Bryan phenomenon this go round. Damn everything to hell.
First, it’s fair to point out that there are not just a few comments stemming from the Zach Bryan ticketing experience from people saying they sent their email to get a chance at lottery tickets, and never received a confirmation, let alone an opportunity at tickets. Whatever the catalyst was for that specific disconnect, it is certainly uncool, and it needs to be cleaned up by the Zach Bryan camp or anyone else who tries a similar approach.
But the bigger, more overwhelming concern that doesn’t just affect Zach Bryan, but every artist with surging or exceptional demand for tickets in this current market is that the issue will never be solved without also addressing the supply versus demand issue. Sure, Ticketmaster is a terrible monopoly, and bots and scalpers suck. But when you have more butts then you have seats to put them in—especially when the amount of butts that don’t get tickets exceeds the butts that do—you are still going to have these overwhelming issues that come across as catastrophe, and mad fans crashing comments sections.
Even worse for Zach Bryan and his ticketing partner AXS, now that they have completely eliminated scalpers and bots from the process, the only people left to blame are them, and fans are taking full advantage of that by leaving comments like, “All my homies hate AXS” and “‘Something in the Orange’ tells me I’ll never get to see Zach Brian live.” Some are coming to the defense of Zach Bryan, including some that didn’t secure tickets themselves. But similar to politics and college football, losing out on concert tickets is the realm of the irrational, and folks will contort themselves in all kinds of positions to justify their anger.
Yes, Ticketmaster and resellers continue to be a major issue. But supply is the biggest one in most all of these instances, and the media who wants to speak to the anger of fans has been too quick to justify that anger as opposed to offering more dispassionate and informed commentary on what is happening.
Simply put, the only way to ultimately solve this problem is to offer more supply by increasing venue size, and the amount of dates and performances in specific markets along a dynamic, sliding scale where the public dictates how many performances will happen as opposed to promoters pontificating based off of prior ticket sales data, which for surging artists like Zach Bryan, is incredibly obsolete. To the credit of the Zach Bryan camp, they have added a handful of new shows in some markets to help further satisfy the insane demand.
But the only true solution to this issue would be to do something similar to what Garth Brooks did during his arena tour after he came out of retirement, which is to set up multiple dates at the same venue during an open moment in the schedule where additional dates and even things such as matinee shows can be added until most everybody that wants a ticket can get one. This also helps naturally eat into the issues with ticket prices and resellers since supply undercuts secondary demand, and incidentally, lowers production costs of tours.
We knew the new Zach Bryan ticketing situation was not going to be perfect. But dammit, he tried, he did something, he did eliminate resellers from the process, and he kept prices low for the folks who did secure tickets. And yes I know, there is a significant portion of the Zach Bryan fan population that would have been more than happy to pay an exorbitant price for a ticket if that possibility was available. But the point here was to do something unprecedented but also completely necessary to try to solve this problem that both the market and the governmental regulatory arm seem to be completely confounded to address with anything more than lip service.
Zach Bryan actually made some significant inroads here. Now if everyone could get off the canard that the problem for Zach Bryan and everyone else has been solely the domain of ticket monopolies and the secondary market, perhaps we can address the supply issue as well, and ultimately solve this problem for good, or at least as close to that as possible while understanding that there will always probably be supply-demand issues when dealing with massive superstars like Taylor Swift, BTS, and apparently now, Tyler Childers, Billy Strings, and Zach Bryan.
February 17, 2023 @ 12:04 pm
Off Topic: Trigger, any plans on reviewing the new Benjamin Dakota Rogers album? I didn’t know who the guy was until this morning, and I have listened to it twice today.
February 17, 2023 @ 12:09 pm
I will check it out.
February 17, 2023 @ 2:00 pm
“Maggie” is a great tune. Sounds like something from 1920.
February 17, 2023 @ 12:22 pm
Was fortunate to get some for Atlanta. With $150 each. Felt that was steep but maybe not?
February 17, 2023 @ 6:24 pm
It’s very steep.
February 17, 2023 @ 8:07 pm
That’s what I thought. Billy Strings was very reasonable.
February 17, 2023 @ 8:20 pm
Absolutely. And you’ll get 2.5-3 hours of relentless fire from billy strings and avoid the obnoxious drunks in the process
February 17, 2023 @ 12:53 pm
I get that Theo Von isn’t everyone’s cup of tea but he’s a hilarious interviewer. His interview with Lainey Wilson was funny.
February 17, 2023 @ 12:55 pm
Billy has been doing back to back dates at venues and it helps. I was appreciative of his ticket pricing too.. About $55.00 a ticket.. For a show that Strings puts on, I am not going to complain.
It is good to have a model that makes it hard on the scalper and resale market. It does help.
However, to me the biggest battle faced is greed and business.
Artist need to be willing to set fair pricing.
Maximizing profits is the norm though with ticket prices set to how much will someone actually pay. It’s business.
If people are willing to pay, they are going to charge it.
Friends of mine just bought tickets direct for Chris Stapleton.
They maybe go to a couple shows a year, compared to my couple a month.
I would’ve loved to see Chris Stapleton with Charley Crocket.
But I am not paying $130 after fees to sit at the very back of a huge amphitheater where I see a lil ant on the stage and have to watch a video screen.
He has three shows same venue and selling out at those prices.
To them though, it is more of special event they are willing to get hosed on.
I respect the artists that at least know their true fan base and understand income levels and try to keep pricing in line to support the fans. So I do commend Zach.. Give him credit, he is pretty new to this game. Turning down income, especially when he really is fond it seems to tour too much, is commendable.
Billy has basically said his world is touring. He has said he will never sell a million albums, but he is going to sell a million tickets. Cater to your fans and you will get there and make money.. Just don’t have to sell your soul to get as rich as you could possibly get and alienate fans.
February 17, 2023 @ 1:10 pm
Isnt fond
February 17, 2023 @ 5:59 pm
$55 to see Strings, vs $150 to see ZB is a no brainier. Funny story, was finally checking out ZB on YouTube a couple years ago or whatever, after Deanna came out, and I couldn’t understand his vocals and just didn’t feel like it was up my alley. Then the next song in my feed was a grainy version of “Dust in a baggie” which I liked immediately, so I thought I should definitely get in on the ZB train. Anyway it was a few days before I realized it was Strings. Yes, I was drinking. Sue me.
February 18, 2023 @ 7:49 am
I’m glad he is too because his Saturday show near me was sold out so I’ll be seeing him on a Sunday night and then driving a couple hours home. Also I’m not sure if jam band hippies show up for him but if so there should be less of them on Sunday. They’re okay but the giggling gets annoying after a while.
February 17, 2023 @ 1:30 pm
It’s the resale market that’s overinflated the industry. I could give a rip about Harry Styles for example. But when I can get $500 a piece on the resale market, you bet I’ll be on the site along with thousands of other non-fans trying to score. Back in the day if you wanted tickets resale you had to go to a brick and mortar broker or buy from a scalper in the parking lot. Now it’s too easy. This has created a market demand that shouldn’t exist which in turn balloons prices.
February 17, 2023 @ 3:04 pm
I didn’t get tickets…but people getting made at random chance kinda need a hobby haha
February 17, 2023 @ 3:06 pm
My only amount of feedback is that he touts his text group as having exclusive access and rights. I signed up for the lottery right after receiving this text, hours ahead of it going live on his social media or via e-mail and did not receive a chance at tickets. I understand that it’s a lottery and at random, but then the exclusivity of the text club shouldn’t be touted, or honor the first 500 sign-ups, something along those lines. Just my 2 cents.
February 17, 2023 @ 3:42 pm
If people are complaining they sent their email for the lottery and are pissed they didn’t get a confirmation or return email, they shouldn’t be pissed, as it sounds like they didn’t do it right. AXS charges $1 to enter any of the lotteries I’ve signed up for. That’s refunded but it gets your payment information in the system. Maybe they didn’t do the $1 charge for this one, but I’d be surprised if that’s the case.
February 17, 2023 @ 3:48 pm
I should add that I know it’s possible to sign up for the lottery and not get chosen, but you should still receive an email telling you when you should receive a second email telling you if you’re chosen. We had 4 of us do the lottery for a red rocks show and I was the only one that didn’t get chosen on that one. Then 4 of us did the lottery for another one and just myself and a second person got through. But I’ve never seen AXS not follow up with that first confirmation.
February 17, 2023 @ 5:23 pm
i did it and it was the $1 charge, then refund. i did get picked and grabbed four tickets for jacksonville. upper bowl seats in the corner-$308 total for all four. logged on right at 10 and waited about five minutes for my turn to buy. never bought tickets like that before, but it went pretty smoothly. wasn’t looking to pay double that for floor seats; just wanted to take my family to the show. my daughter really wanted to go see wallen, but those tickets are in the $400-600 range each for seats worse than i got for bryan. fuck that!
February 17, 2023 @ 3:51 pm
I guess it’s good but like someone posted above, it’s the resale that’s the biggest issue. Sure people have always scalped tickets n such but the way it’s done now, is too easy. It when people can easily buy the tickets and then resale them on the same site they bought them, something is wrong. I don’t think prices should be based on demand. I do think the quality of the seat location should account for price difference but shouldnt be rediculous difference. Right now the only somewhat sure way to get a ticket is to join one of those fan clubs of a particular artist or if you are lucky have a certain credit card. It’s not guaranteed but gives you better shot than general buying. Just a shame.
February 17, 2023 @ 10:32 pm
Turnpike did something very similar to this a while back with axs ZB didn’t create and start this format. Furthermore they are and have booked back to back shows at the same venue. But kudos to ZB
February 18, 2023 @ 2:47 am
There’s something Un-American, almost socialist, about your favorite artist coming to town and you not even getting a chance to purchase tickets due to a lottery. Taylor Swift fans at least were afforded the opportunity to hit refresh for 90 minutes. Zach Bryan fans never had an opportunity to hit refresh.
The resale market also gives super fans (the ones willing to pay anything to see ZB in concert) an opportunity to obtain tickets. Those super fans (the ones that have been with ZB since day one) weren’t given a chance to go get a side-hustle/ part-time job to raise the necessary funds to purchase secondary market tickets – prices set by supply and demand, fundamentals of capitalism.
ZB admits the highest ticket price on this tour was $156. The two times I used the secondary market to see ZB, I purchased tickets on Vivid (day before and day of the show) for $200. Reading social media comments, I believe most people would gladly spend the extra $44 dollars and skip the registration and lottery portion of this failed experiment.
I do agree full-heartedly the only fair way to combat the secondary market (or rein it in) is to increase the inventory. I don’t know why artists like ZB don’t play multiple nights in one city. I think it would be a better, more restful, way to tour.
February 19, 2023 @ 1:00 am
I don’t know, to me there is nothing MORE American than the little guy getting ripped off by a large corporate entity of one kind of another. One man’s ceiling is another man’s floor!
February 20, 2023 @ 5:50 am
The issue with Ticketmaster and the Taylor Swift tickets wasn’t about the supply – it was about them using an algorithm to charge extortionate prices based on “demand.”
March 1, 2023 @ 2:38 am
Well I’m sure you aren’t a popular artists. No you’re a person that thinks they know how to do something better than the people that do it day in and a day out. The whole point Bryan is trying to do is stop people from paying tons of money. And to do that yes you have to even stop the “major fans” as you put it. Why he doesn’t play at more shows? Who knows he plays a ton all ready. He owes you nothing. It’s called life. Get over it. If you’re that big of a fan you can travel and see them. There’s still ways to get to a show. It sounds like for all your typing you’re just a fan that’s butt hurt you couldn’t throw a bunch of money at something and get what you wanted. Ahh poor baby.
March 1, 2023 @ 8:13 am
Have you seen how things are going for Zach Bryan lately? He’s disappeared from social media (he made one post on Instagram this morning promoting the European tour with the comments turned off). There are serious logistical questions about how venues are supposed to ID concert attendees and major problems with ASX’s infrastructure. I don’t believe this tour happens or it will get shut down a couple dates into the tour. Don’t kill the messenger, it’s been a disaster.
As for me, I didn’t even try to purchase tickets. I’ve used the secondary market for ten years now often waiting until the day of the show and getting tickets below face value. I’m not going back to the old way of tying up funds for months and the anxiety of wondering what to do with the tickets if I can’t make a show or if the weather will be conducive.
February 18, 2023 @ 8:43 am
Well, the other problem, that you didn’t mention here, is that the big artists, Morgan, Luke, Kenny, etc… are all going to baseball and football stadiums which is the f**king worst venue to see a show. it’s so damn annoying that here in the Detroit area they play Ford Field, the Lions stadium, and the experience and sound sucks. Yes, you get more people seeing the show, but the ticket prices still suck even if you are in nose bleed seats. It was so much better when artists played multiple nights at reasonably sized arenas or amphitheaters. Now it’s just, “who gives a shit if we go to a good venue, as long as we can sell 50,000-60,000 tickets in one shot”. It blows.
February 18, 2023 @ 6:16 pm
It should be noted that Ticketmaster/LiveNation is part of the supply perform as well. They purchase venues and then negotiate exclusive ticket arrangements for others so touring artists have to go through them if they want to play certain size venues in a lot of towns.
Monopolies don’t just mess up one part of the food chain. They are intent on the vertical integration that allows them to swallow the whole damn ecosystem.
February 18, 2023 @ 7:39 pm
ZB said he specifically did the ticket purchase this way after meeting young fans who paid $400 or more to see him. I agree that his die hard fans would pay the higher prices (if they can afford it) but doing it the way he did this time prevents non-fans from buying tickets at face value and then selling them at an exorbitant price. I doubt the people that bought tickets to his upcoming tour are not fans (and most of them die-hard). I hate when people talk during concerts instead of listening to the artist performing just because they want to say they were there. Also hate it when “fans” watch the show through their phones instead of being in the moment which messes up other people’s experience who are standing behind them.
I was selected for the lottery and tried to purchase tickets at 10am and wasn’t able to access my account. Changed my password 3 times with no luck. I was pissed off simply because I couldn’t access the AXS website, even to purchase other tickets if I wanted to. I tried to log in multiple times for 3 days with no luck and then all of a sudden I was able to login to my account Thursday afternoon. I then went back and clicked on the link from when I was selected and got 4 first row tickets in the upper level (Oakland arena) for $300. I was happier than a pig in slop. I already paid $1,500 to get 2 tickets ($600 face value) to go to Willie Nelson’s 90th B-day celebration 2 weeks ago after nine were available when I tried to get them when they went on sale. I plan on getting 4 tickets (if selected randomly) to see Springsteen when tickets go on sale this coming Thursday. My guess is there were still tickets available for ZB for a California show compared to the Mid-West/South and the Springsteen tickets will be harder to get in California.
It pisses me off to see no tickets available immediately after they go on sale and then pay twice as much or more to get resell tickets. F#ck the non-fans who pull that sh!t or the fans who buy 4 tickets and sell 2 of them to pretty much get their tickets for free by screwing over other fans. That might be “capitalism” but that’s not cool for the music community as a whole. There’s a lot of hard working people who can barely afford to go to maybe 1-2 concerts a year and making it more difficult for them by jacking up resell tickets isn’t cool. I’m lucky to make enough to bring my family to most of the concerts I attend but I sometimes I can’t afford to like the Willie concert which would have cost $3,000. Luckily we all saw him and Lukas play 4 years ago for no more than $300.
But I’m in agreement as well for playing multiple nights at the same venue if the 1st show is an immediate sell-out. I kind of miss the days of staying in line to buy tickets from a physical outlet on a Saturday instead of online when most people are working. Stood in line for 3 hours to buy tickets to see Garth Brooks back in 1996 and he added 5 shows during those 3 hours to satisfy demand.
February 24, 2023 @ 5:24 am
Zach Bryan has deactivated his Twitter and Instagram accounts. It has been brutal the last two days on his social media platforms. I said this would be a disaster and it’s been a total disaster.
The issue now is that you have to have an ID that matches the ID with the person that bought the ticket to enter the venue. There’s been a lot of posts about parents who bought tickets for their kids or people who bought tickets as gifts for other people without fully understanding the rules. The purchaser or billing name is the only person allowed to enter the concert venue. And you can’t transfer the tickets! You can only sell them back to AXS. And no one knows what becomes of the tickets that get sold back.
On one hand I applaud ZB for trying something different, but the arrogance of this guy to think he’s just going to fix a system that’s been in place for decades that other artists with more clout and resources couldn’t reform is astonishing. And to get in bed with a minor league ticket broker without the infrastructure to handle the demand of this kind of tour … he’s honestly getting what he deserves.
My prediction is this tour doesn’t happen. ZB is such a hot head and this failed experiment has been such a disaster, I bet he pulls the plug.
And for the record, I didn’t even try to get ZB tickets. I would never go through a lottery process and be tied down to a future date for a concert. The past decade I’ve used the secondary market to my favor with much success. I usually don’t purchase tickets to concerts until the day of or day before a concert. So I’m openly cheering for this experiment to fail (or at least scare every other artist into never trying to rock the boat).