The real enemy of K-pop fans is when their ult’s merchandise and concert tickets seem to be overpriced. The world-famous boy band BTS has always been on top of their game when it comes to breaking records and selling out concerts. However, HYBE introduced the Dynamic Pricing System for concert tickets, and fans seem unhappy about it.
This concerned fans that this pricing system would make it challenging for them to attend these concerts and support their favorite groups. The implementation of the dynamic pricing system started with BTS member SUGA’s D-DAY Tour, where fans witnessed an enormous increase in ticket prices. And the discontent has only grown with HYBE’s plans to use this system for the upcoming TOMORROW X TOGETHER’s ACT: SWEET MIRAGE World Tour in 2023.
What is the Dynamic Pricing System?
On May 2, HYBE reported its shares and profits for the first quarter of 2023. According to an allkpop report, HYBE revealed, “Dynamic pricing has already been applied to recent concerts such as SUGA and TXT, and will be applied to all of our artists in the future.” Fans also shared a source about HYBE talking about the dynamic pricing system on other HYBE groups’ concerts.
Had some people ask clarifications/source about this part, so here's the clip^^' https://t.co/IRk0EQtNik pic.twitter.com/dYFVRTqKsO
— ✶༊ lui ✩⡱ 📚 (@byeoleaf) May 2, 2023
This pricing system fluctuates and adjusts the ticket price based on its demands. Notably, several factors that cause the ticket prices are the number of tickets available, the time remaining until the event, and the overall demand for the event.
In the concert industry, this dynamic pricing system was first adopted by a concert organizer, Ticketmaster. Having ticket prices at a higher price has a benefit that ensures that tickets are priced appropriately, making it less profitable for scalpers to buy and resell them. Additionally, this system has been utilized in K-pop acts like BLACKPINK in their world tour in the United Kingdom and international artists like Taylor Swift and Harry Styles.
- On one hand, proponents argue that it allows for a more efficient market and ensures that prices accurately reflect demand. However, some criticize the practice, claiming that it often results in higher prices for consumers. With dynamic pricing, it feels like it does not benefit fans and instead benefits only the sellers.
BTS fans unhappy about the dynamic pricing
ARMYs started the hashtags #SayNoToDynamicPricing and #NoDynamicPricing on May 3, after HYBE’s conference call that happened last Tuesday, May 2. ARMYs voiced out their opinions and dismay on Twitter using the said hashtags.
[🌐] Fans protest against Dynamic Pricing of tickets is trending in Top 5 on Worldwide, USA, South Korea and many countries trends.
Stop exploiting and taking advantage of fans #NoDynamicPricing#하이브티켓값뻥튀기반대 pic.twitter.com/v5XMu7WZic
— Jungkook SNS (@Jungkook_SNS) May 3, 2023
it’s not even about paying a higher price for a BTS concert ticket, ofc prices might be higher in 2026 than they were in 2019 but it’s the way dynamic pricing is so unfair & insulting w how it tricks people & uses fans’ panic & stress & ups prices at a vulnerable moment
— Fatima (@fatimafarha_) May 3, 2023
this whole dynamic pricing thing has to be out of pure greed. bts concert tickets are already so expensive, and my broke ass is not about to pay hundreds of dollars to get ass backseat views where they look like fucking ants on stage.
— jun⁷ pinned! (@bananaskook) May 3, 2023
- Some ARMYs shared their ‘dynamic pricing system experience’ during the selling of BTS SUGA’s D-DAY Tour. They shared that when they got into the ticket-selling website, the prices jumped from $150 to almost $1000. On the other hand, some fans expressed their frustration on the Weverse platform.
The fact that Hybe has implemented dynamic pricing for U.S. fans is so disappointing yet not surprising. By the time I got in to get tickets for Yoongi’s tour the prices had increased from $150 to $990. I can’t even imagine how much BTS tickets will jump.
pic.twitter.com/PONAXXUZy6— Tammy (@tase87) May 2, 2023
Saw this on weverse #SayNoToDynamicPricing pic.twitter.com/nkATEg6sGV
— 💜⁷Abolish ICE & AIPAC😷 (semihiatus)#StopGenocide (@W0manEncircled) May 2, 2023
- Fans continue to make noise on Twitter about how this pricing system hurts the fans. A user even pointed out that while BTS has been in demand due to its large fanbase, this would hurt those groups who don’t have the same demand as the seven-member boy group.
Not everyone is rich and can spend their money leisurely without any concern of paying more. With the add of dynamic pricing to the concerts disappointed a lot of us, especially the one that’s been working hard collecting money just +#NoDynamicPricing#하이브티켓값뻥튀기반대
— BTS Malaysia ARMY⁷ (@MY_btsarmy) May 3, 2023
Tbh this is gonna hurt their other groups in the long run. While BTS has the demand, other groups don’t. They did dynamic pricing with TXT and look, there’s still so many seats left (both of their NY shows). If they keep doing this, a lot of HYBE groups are gonna suffer pic.twitter.com/lowG05rUoG
— lele⁷💋 𝔩𝔬𝔰𝔢 𝔶𝔬𝔲𝔯𝔰𝔢𝔩𝔣 (@kookiestitties) May 2, 2023
- In conclusion, a lot of fans, especially under the HYBE groups, disagree with this decision of the company. Not that it only lessens the chance of getting tickets during concerts, but it also discourages the fans’ dedication to their respective idol groups.
https://twitter.com/ndeverydayistay/status/1653380922324967424?s=20
Dear @HYBEOFFICIALtwt,
For the past six years, we haven't experienced a BTS concert. We are patiently awaiting for their return to the Philippines, but if DYNAMIC PRICING is implemented, we might never see another BTS concert in the future due to high prices of tickets.
+
— ARMY Cavite Fanbase⁷ 💜🇵🇭 (@army_cavite) May 3, 2023
want carats to know abt this dynamic pricing too. it's not just bts or txt being affected but all hybe groups. it's not just gonna affect US carats but all other non-US carats, too. i want u to know that not becos other fandoms are talking abt it and maybe have a chance to cut https://t.co/bkVcB1F9ti
— g (@__svtofjune) May 3, 2023
Fans also burst outrage about changes in Weverse
Along with the HYBE’s dynamic pricing system on BTS and other groups, ARMYs got also angered about the sudden changes in Weverse. Previously, when the Weverse application launched, fans expected it to be an HYBE-only idol-fan platform. However, with the closing of VLIVE, many artists from different companies joined the platform as well.
According to Koreaboo, HYBE laid out the new features coming in Weverse with their Q1 Earnings Report. Fans already know about the Weverse DM feature which allows fans to seemingly communicate with their idols privately, simply like a messaging feature. But, one feature caught the attention of eagle-eyed fans – the Membership+.
I usually wrote subtitles of Weverse Live. However, I don't think it's fan's job, it's function that company basically has to provide to fan. Hybe say that we can use only if we pay it. It's service that Koreans don't need. But this function is essential for i-ARMYs. pic.twitter.com/OaP3CEYojL
— star_jin (@nightstar1201) May 2, 2023
they're gonna launch weverse membership+ too lol so fan letters are cute as well as posts in artists' handwriting BUT PAYING FOR SUBTITLES ON WEVERSE LIVE????? pic.twitter.com/TeOKHWl3Jg
— 🌻 (@qtdkyeom) May 2, 2023
According to the report, the target release of this feature should be by Q3 of 2023. Upon looking at it, Membership+ is another paid subscription to access special features in Weverse. This includes Subtitles on Weverse Live, Weverse DM, Ad-Free, Fan Letter, Posts in Artists’ Handwriting, and Early Access to Instant-Live Replay.
- Sure, some features can be found reasonable for paid services, but replays, subtitles, and ad-free features should just be freely enjoyed by the fans on the platform. As of now, HYBE remains tight-lipped about the fans’ anger and concerns.
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