Did the Divorce Rumors Have an Impact on Ticket Sales for Beyonce and Jay Z’s Tour?
By: Amanda Anderson-Niles
Beyonce and Jay Z have always been able to protect themselves from gossip magazines and rumors, but as of late they have been a favorite target thanks to ElevatorGate. However, some were starting to suspect that the couple was behind the divorce rumors themselves, and utilized the rumors to bump up ticket sales.
Interestingly enough, Forbes did a little research to see if the divorce rumors had any impact on ticket sales and the publication made a rather interesting finding.
So how has the attention affected secondary market ticket prices for them on the road? According to at least one source, not very much at all. Brett Goldberg, co-founder of TickPick, an upstart challenger to StubHub, says that for most events, ticket prices tend to peak shortly after the on-sale date. They then trend downward until roughly a month before the event, at which point they rise again as the day of reckoning approaches.
“Ticket prices for Jay-Z and Beyonce’s On the Run Tour followed this trajectory, with no conceivable correlation between divorce rumors and ticket prices,” says Goldberg. “With one exception.”
The only event that seemed to move the needle was when Jay Z and Beyoncé skipped the wedding of Kanye West and Kim Kardashian in June. According to Goldberg, “there was a notable bump of 25-50% in ticket prices during the time the couple was very famously vacationing in the Hamptons, and some thought, snubbing Kim and Kanye.”
Forbes goes on to write that it doesn’t really appear the Carters are behind the rumors, especially since the rumors haven’t increased ticket sales in the least bit. Regardless, the tour was a huge success, and it grossed around $100 million in about 20 days.