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:
I’ve seen a lot of ARMYs, both in and out of the US, feeling defeated by the news that @HYBEOFFICIALtwt is planning to expand the use of dynamic pricing. Many fans have waited so long to see BTS, but this practice will price many of us out of that dream. #SayNoToDynamicPricing
— chels⁷ 🥢 (@ndeverydayistay) May 2, 2023
This is pure greed, @HYBEOFFICIALtwt. If you want to increase concert revenues, raise and set a price for specific sections and seats but still keep the pricing affordable for fans regardless of their financial status.#SayNoToDynamicPricingpic.twitter.com/MY9B3MQnBU
— ARMY Connect⁷ (@Army_Connect) May 2, 2023
HAYBE
Stop exploiting our love and support for BTS and their music over your greed for money. Stop mocking our loyalty to BTS. #NoToDynamicPricing #HYBE_BelieveInMoney #WeLoveBTS #bighit pic.twitter.com/Bzqosl0E10— jimin~Angel (@Taehyungz3) May 3, 2023
Dear HYBE-
I could have gone to see SUGA but did not because of dynamic pricing. You also could have sold out TXT in NY but did not because of dynamic pricing.
I have an economics degree from Dartmouth. I know how business works. I also know building your model on fan loyalty+ https://t.co/fnbUTH5Er8— 🥢 Athelas⁷+⁵ 💜 아포방포 💙Seeing TXT Tues (@Athelas8159) May 3, 2023
every fandom under hybe will be affected of this dynamic pricing.
concert tickets will be sold in a much higher price, depending on the demand. i'll put some tweets below so you guys can understand it a lil bit more. i hope we can get together and boycott this :((
— a ⁷ (@hoshisgf_) May 3, 2023
It’s just crazy to me that HYBE saw us repeatedly bragging about and saying how we were so appreciative that BTS tickets never had dynamic pricing and then they spit in our faces lol. Meanwhile SK still gets $100 max barricade tickets
— KAYLA x 2SEOK (@bluesidehoseok) May 2, 2023
Dynamic Pricing = Price Gouging
Plain & simple.Confirming that Hybe did willingly opt-in for DP equates to "biting the hand that feeds you."
IT IS EXPLOITATIVE & PREDATORY.
Hybe, if you wanted to make more money per concert, why didn't you just give ARMYs HD paid live… pic.twitter.com/ES9wlNyG5L
— 𝓦𝓸𝓸𝓫𝓲 ⁷ (@BaseLineWoo) May 3, 2023
My question is, doesn't BTS make enough money for Hybe that they are switching to dynamic prices? Like all our army years we have been sympathizing with BTS and BigHit for starting from zero so they know the taste of poverty. NOW this company which we helped to turn into empire
— jk's mother in law⁷ (@lobelycutiesexy) May 2, 2023
Is steping on us to what? This is pure capitalism. Hybe is forgetting their roots.
— jk's mother in law⁷ (@lobelycutiesexy) May 2, 2023
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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