Several Japanese media have commented recently on how expensive tickets are on various Internet auction sites for the upcoming Paul McCartney shows. Sir Paul’s six-show Japan tour, including three Tokyo Dome concerts, slated for the middle of November sold out almost immediately after they went on sale in September. The highest face price for a ticket is ¥16,500, but tickets on the Yahoo auction site are going for as high as ¥400,000. What’s especially unnerving to some people is that these high prices have not been arrived at through the usual bidding process. The seller is simply setting a very high price and people are paying it.
This realization has led to calls for regulation of ticket prices on auction sites. According to one journalist writing in the Asahi Shimbun, who also happens to be a big McCartney fan (he didn’t get picked in the initial ticket lottery), if Net auctions are not regulated then only rich people will be able to buy tickets to the most popular concerts, thus squeezing out “true fans” of the artists who are performing. The journalist says that it’s obvious these expensive net tickets are being sold by dafuya (scalpers).
Many local governments have laws that limit the activities of scalpers who hang around venues selling secondhand tickets, though these are usually associated with public nuisance regulations (meiwaku jorei). The journalist says there should be laws limiting what scalpers can charge on the Internet. He also points out that scalping runs counter to the purposes of selling tickets over the net, a service he says was designed for people who bought tickets legitimately but for some reason can’t attend the show and need to find someone else who will buy the tickets. It is not for the purpose of making a profit.
Some promoters have come out in favor of cracking down on net scalpers. Rockin’ On, the magazine that sponsors and puts on Rock In Japan, the country’s biggest summer music festival, says that net auctions have become a problem for them, since the festival sells out fairly quickly and the audience is typically young, meaning they don’t have the money to pay the kind of prices net scalpers demand. Like the journalist, Rockin’ On’s president, veteran music critic Yoichi Shibuya, told Asahi that tickets for the festival should go to “people who really want to go” but end up in the hands of people “who can be called scalpers.” Shibuya says that Yahoo is shirking its responsibility by inadvertently helping scalpers fleece young music lovers.
However, a professor of economics at prestigious Waseda University told the paper that complaints about net scalpers ignore one vital component, namely, the market. Who is to say that the person who shells out 400,000 yen for a ticket to the McCartney show is any less a fan of the ex-Beatle than someone who claims to be but can’t afford that price? If the scalpers can get that much money for a single ticket, it means that the face prices of the tickets were too low to begin with.
In essence, tickets that are sold on the net will fetch their “natural” market price, whereas prices set by the promoters and venues can be artificially low, depending on the artist. What the professor seems to be saying is that net prices measure a true fan’s desire: even if the price of the ticket is higher than you can reasonably pay, if you really want to see that show, you’ll pay it. The real problem, he says, is that if tickets were actually sold this way, it would reflect badly on the artist, especially rock artists who tend to have the image of being heroes for the average person.