JAY-Z‘s ‘4:44 Tour’ isn’t just surviving, it’s thriving. So much so that, after playing just three shows, it’s technically his highest grossing solo concert series yet.
And it all boils down to mathematics.
See what we mean below…
Despite reports suggesting that (even cheap) ticket sales were slow, a new investigation by Billboard proves that Jigga is winning in a major way. It also demystifies the reason re-seller tickets are being sold so cheaply.
* Factually, the 4:44 Tour is already the rapper’s highest grossing solo tour event ever. Average gross for the 4:44 Tour’s completed shows is up 21% over his 2013 Magna Carter Tour.
* Jay has already sold more tickets than the entire Magna Carta Tour, and that’s with 30 more shows to go. Something his use of a center-stage instead of a traditional stage has helped make more tickets available per show. This puts him on track to best the gross of any previous solo trek of his.
* Promoter Live Nation has been more savvy and aggressive with the pricing of front row seats, VIP experiences and platinum tickets. Hence they’re now commanding record grosses from their best seating inventory – like Jay’s.
* This hasn’t been great news for re-sellers and brokers such as StubHub, whose business thrives on selling premium seats for higher prices than face-value.
* To off-set this, they’ve snapped up seats in the less sought-after upper bowl areas, re-selling them cheaply and taking a loss.
* The benefit for Jay and Live Nation is that they’ve created the perfect storm of sorts that sees them generate huge revenue very early on and still have tickets available via re-sellers that go for cheap (e.g. $25).
* The primary wins, then, are for Jay (who is confirmed to be taking a 7-figure sum per show), Live Nation, and fans who – if they look in the right places – can snap up cheap tickets to see their idol.
Now, of course there’ll be some who peg this as fluffy propaganda to cover up so-so sales. But we see it as incredibly smart.
At the end of the day, there are many ways to win. Something this highlights in earnest.
After all, a guaranteed 7-figure take-home per show for a veteran rapper on an arena tour is in no way a “loss.”