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Coachella 2010: All or Nothing

Rsz_1rsz_jayzbeyonce

 

For the second time in its 10-year history, the Coachella Music & Arts Festival has sold out. 

Not only did this year’s annual music fest sellout during a recession, what’s even more startling is the fact that concert promoters Golden Voice were able to pull it off with its new ticket policy. 

This past year, Goldenvoice unveiled a new mandate that required concertgoers to purchase an entire 3-day pass ($269) as opposed to single-day tickets, which had been an option for the past 10 years. Fans who had previously purchased single-day tickets to Coachella were none too pleased with the announcement. 

“I think it’s a really shitty thing to do,” one fan said outside the venue. “But this, like any other concert, is a business I guess.” 

Rsz_picresized_th_1271615103_th_11eb0a1cf937c1451df28af32fc3af4e-1  Once a popular destination for major and independent artists from the alternative rock industry, the Coachella Music & Arts festival, like others, has begun to broaden its horizons in an attempt to lure in more attendees. And the combination of its new ticket policy could be a new model for festivals like Coachella to maximize revenue. 

“I think getting Jay-Z to headline during the first year of this new ticket policy was a smart, strategic move,” one concert promoter said. “A lot of his (Jay-Z’s) fans wouldn’t have stayed more than one day but they had to pay for the entire weekend.” 

Jay-Z, who headlined Day 1 of the 10th annual fest, was joined onstage by his wife, Beyonce, at the end of his set. 

“Are you guys ready for this?” Jay-Z asked the crowd. 

75,000 fans shouted a resounding “YES!” while making diamonds with their hands (Jay-Z’s trademark hand gesture)

Ready or not, change is here.

Stuart Oldham

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