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HYBE label draws backlash online over adaption of ‘dynamic’ ticket pricing system

Entertainment company HYBE drew flak from ARMYs (fans of global K-pop sensation BTS) because the label had adapted a ‘dynamic’ ticket pricing system for their concerts.

ARMYs took their sentiments online about the controversial ticket pricing system of the agency on May 3. The popular fandom used hashtags to unitedly convey their comments about the ticket pricing system.

BTS is a seven-member K-pop group that debuted in 2013. Since then, the group rose to popularity and continuously made a mark in the K-pop industry.

Hashtags such as #SayNoToDynamicPricing and #NoToDynamicPricing became trending topics on Twitter after ARMYs shared the reasons why they oppose the company’s pricing system.

Below are some of the sentiments of ARMYs on Twitter regarding the ticket pricing system controversy:

Aside from BTS, HYBE also handles other popular k-pop groups including Enhypen, Tomorrow x Together, Seventeen, and Le Sserafim.

Based on a report, during HYBE’s announcement of their earnings for the first quarter of the year, the company disclosed what it referred to as their “dynamic pricing system.” This system is said to follow market demand, hence the chance of raised prices of tickets, especially for highly sought-after live events.

The report also noted that HYBE stated that the pricing system was already implemented in the concerts of Suga and Tomorrow X Together (TXT). The agency added that the system will continuously be applied in the future.

Ticketmaster was the organizer that started using the said ticket pricing system. It was said that the prices of tickets change constantly as they increase along the demand. The system makes buying tickets more difficult as it becomes harder for fans to determine the final price ahead of time.

The system has already been used by various foreign artists in the past such as Taylor Swift, Coldplay, Harry Styles and by BLACKPINK, another Korean group. According to another report, Taylor Swift also received backlash last year because the same ticket pricing system was used in her The Eras Tour.


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