Rumors of JAY-Z’s 4:44 Tour demise have been greatly exaggerated. The cross-country jaunt will be Hov’s highest selling solo tour ever when all is said and done.
Jigga’s tour kicked off on Oct. 27. In the days since, the usually high-priced tickets have been on a rapid decline selling for as low as $6 on StubHub. People have been thinking the worst. But according to a recent report by Billboard, the ticket pricing is not a reflection of how well the tour is actually doing.
A Live Nation tour promoter tells the site that, after three shows, the tour is pulling in more money than any of the Brooklyn rap mogul’s previous solo jaunts. “This tour will be the biggest headlining tour of Jay’s career,” says Omar Al-Joulani, VP of touring at Live Nation.
At comparative points, the 4:44 Tour is up 21 percent over Jay’s 2013 Magna Carter Tour. The stop in Anaheim, Calif., earned close to 49 percent more in ticket sales than the same stop on the previous tour.
Many factors have played into the low ticket prices, including pricing scalpers out of the equation. “By pricing tickets closer to actual market value, JAY-Z and Live Nation are capturing more revenue and creating little room for brokers to mark up the best seats,” Billboard reports.
“This might be the future of ticketing,” said Patrick Ryan with ticketing and inventory company Eventellect. “We are seeing many creative pricing strategies and we are seeing artists find what works for them. You generate a ton of revenue up front, but you still have a $25 price point that makes it more affordable for individuals who want to see an arena show.”
With 27 more shows left, the 4:44 Tour will continue on into December, closing out on Dec. 21.