For this week’s top story, we’re looking at how much it costs to see a concert in Canada, and how to get a ticket you can afford.

By Josh Greenblatt

For a dyed-in-sequins Swiftie like Charlotte Kerr, dropping over a grand on a resale ticket to the Eras Tour is simply the cost of fandom — even if it means sitting in the very last row. “I think some concerts are just once in a lifetime experiences,” says Kerr, a graduate student who saw Taylor Swift at the Rogers Centre last year. “And if you have the means to do that, you should.” 

When Taylor Swift announced her blockbuster tour, Kerr tried everything to find affordable tickets to the Toronto show. The Globe and Mail estimated the odds of getting a presale code were one in 400, and Kerr felt unlucky. “But even that can be hundreds of dollars for big artists,” says Kerr of face value tickets In the months leading up, Kerr’s hopes waned as resale prices rose. On the day of the show, she took a gamble. “I drove three hours to Toronto, got dinner, and 10 minutes after the show started, that’s when I got the resale ticket,” she says. Kerr paid $1,500, including service fees, which was the cheapest ticket on SeatPick, a site which aggregates and compares the price of resale tickets online. That’s eye-wateringly expensive by any measure, but when tickets were listed for $4,300, what Kerr paid seems like a bargain.

Kerr acknowledges that “you need a certain amount of privilege to go to a concert now.” But her story reflects a financial labyrinth of skyrocketing ticket prices, hard-to-find presale codes and the agony of the wait-and-see resale market. Live Nation’s CEO saying concert tickets are, in fact, “underpriced” only adds salt to the wound.

How did prices get so expensive?

Over the past decade, a mix of corporate consolidation and unchecked resale practices has turned live music into a high-stakes market. The CBC reports that Ticketmaster, which merged with Live Nation in 2010 controls an estimated 80% of box office ticket sales for major artists. So, with little ticket-seller competition, prices have skyrocketed.  

It doesn’t stop there. A joint investigation conducted by the Toronto Star and CBC reported that Ticketmaster colluded with scalpers, allowing them to buy up hundreds of thousands of event tickets and resell them at a markup on secondary sites operated by Ticketmaster, driving prices even higher. For the record, Ticketmaster and Live Nation deny the allegations. 

Then there's dynamic pricing—adjusting  ticket prices in real time based on demand—which can drive ticket prices far beyond face value. The lack of transparency and unpredictable price fluctuations leave many feeling exploited. Regulators in the UK investigated the practice after thousands of Oasis fans couldn’t find an affordable ticket—and missed a once-in-a-lifetime reunion tour. Finding cheap tickets requires more planning and patience. 

How to get cheap concert tickets

For many music fans, the dream of seeing their favourite artist has become a matter of access, credit limits or sheer luck. But not all hope is lost. If you’re strategic, resourceful and patient, you’ll have a better chance at finding better deals.

Try the day of

Waiting until the day of the concert is a gamble — but timing is everything. If seats go unsold, prices may drop significantly. When Beyoncé brought her Renaissance tour to Toronto, one fan scored $200 resale tickets, which were originally $680 face value, on a Facebook buy-and-sell group just 15 minutes before the show. 

Buy resale tickets—but only from legitimate sites

Buying second-hand tickets online can be risky. It’s important to use trusted sources, verified sellers and secure payment platforms. Here are three ways to avoid scams:

• Buy from official or verified sellers: Always purchase through the event’s official site or reputable platforms like SeatPick, SeatGeek or StubHub.
• Research before you buy: Check the resellers’ reviews and confirm contact details. Of course, if something seems too good to be true, it likely is.
• Use secure payment methods: Pay with a credit card or PayPal Goods & Services for protection and avoid wire transfers or peer-to-peer apps.

That said, you might find resale tickets at or below face value by checking multiple verified platforms, setting price alerts and buying closer to showtime when sellers drop prices.

Join artist newsletters and fan clubs for presale codes

Kerr suggests signing up early for artists’ email lists to get presale codes, which let fans buy at face value before public release. Check your wallet too—some credit cards offer early access. Mastercard, for example, gives World and World Elite cardholders exclusive presales through its Preferred Seats and Priceless Experiences programs. Amex cards offer similar benefits. (Disclosure: Neo Financial offers Mastercard.)

Travel to smaller cities

Tickets are often cheaper in smaller markets, though watch for the travel costs, as they can offset savings. Instead of using her Detroit presale code, Kerr avoided  a road trip and held out for the Toronto Eras stop. A friend, she says, paid about $130 (after the exchange) for a ticket in Seattle. Travelling can be a money-saving strategy if you consider the costs of travel, accommodation and food on top of the ticket price.

Budget responsibly

Plan and budget ahead so you can enjoy the show without financial stress.

·   Include all costs: tickets, travel, food and merch.

·   Set a spending limit and stick to it.

·   Avoid impulse purchases.

·   Treat concerts as part of your entertainment budget.

Getting your concert tickets 

Knowledge is your best defence against sky-high ticket prices. Stay informed, plan ahead and be strategic so you can see your favourite artist for a fair price. Put these tactics into practice and make your concert experience affordable and unforgettable. That’s a ticket stub worth saving, and saving for.

Josh Greenblatt is a freelance journalist based in Toronto covering cultural and consumer trends for outlets such as Wired, GQ and The Walrus.

Read more from this issue of The Get:

1. True or false: Keeping credit card balance is good for building your credit score
2. MVP: Celebrity photographer Norman Wong on getting out of debt and following dreams
3. Is Botox covered by your health benefits?
4. Not understanding how to improve your credit score will cost you

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