Promoter Tips On How To Price Your Event Tickets Correctly


Proper pricing is one of the secrets to success in any kind of business. It can build up the sales of your products or services and create a strong foundation for your business. On the other hand, wrong and unfit pricing strategies may cause issues that can potentially ruin an otherwise good business.

In the world of live concerts and parties, ticket pricing is one of the many dilemmas that event promoters are facing on an every day basis. For this reason, we took years of experience as festival, club and warehouse party promoters to give you some effective tips on how to price your event tickets correctly:

Set Goals and Know Your Market

First and foremost, you have to set realistic goals on what you’d like to achieve with your pricing strategy. Of course, you aim to earn money and generate enough profit from your capital right? You did not plan an event and waste tons of stressful hours scheming and marketing for it just for fun. Even though passion is a great part of making it in the music event industry, business is business and should be run and considered as such. You have to shy away from underpricing and produce a revenue that can cover all your costs and expenses without overpricing. While you have to bear in mind that your first event, or first few events even, may not generate profits, it’s still key to budget everything accurately so you’re set for profit from the get-go.

Underpricing your tickets can cause a disastrous impact not just on your bank account but on your career as a promoter as well. It is true that most people would opt to attend concerts with lower ticket prices but it all depends on your ability to sell. Do not lower your ticket prices just because you’re afraid that people won’t pay for it.

Similarly, overpricing your tickets can be just as damaging. Take note that it can cause a huge decline on your ticket sales when you are pricing beyond the ability and desire of your target attendees to pay. That is why it is crucial that you constantly take into consideration your target market when setting ticket prices. Ask yourself, “would I buy a ticket for my event at this price?” and “Are my potential guests getting their money’s worth?”

When looking at your market you will want to consider how pricing for similar events that have been held recently, and how they performed. Line-up, venue and any add-ons to the experience your patrons will witness are all elements to bear in mind when determining the price that is correct for your audience.

Pricing Techniques

There are two types of pricing techniques that business people follow: cost-plus and value-based. One of the best tips on how to price your event tickets correctly is to decide which of the two works best for you.

Either you add a mark-up to your costs or find out how much value your potential customers have for your line-up.

Sum Up Your Costs

Consistently list down all your expenses. Include both direct and indirect costs: money spent planning the event and actually putting it together, your staff salaries, if you hired any, your overhead expenses like the rent of the venue, etcetera. Then add all of these costs and divide by a certain target volume to come up with a break-even figure. This is where your cost-plus technique of pricing comes in: after acquiring the break-even figure, add a mark-up. Again, don’t underprice and overprice and ALWAYS REMEMBER that cost-plus works on the assumption that you will sell ALL ticket volumes. If you do not, then your profit is lower.

After summing up your costs and producing a break-even price for your event tickets, you could also add value by knowing your market. Ask yourself: do your headliners have a lot of fans? If yes, how much are they willing to pay to see them?

In addition, be sure to remember that in most cases you need to consider taxes on top all this. Depending on the country you’re in, taxes can play a huge role in how to price your tickets.

Price Tiers

Depending on the type of event, it is likely that you will be adopting a price tier system to sell your tickets. This adds a sense of urgency and allows loyal customers that trust in you and your event to purchase at a lower price if they commit early. Regardless it’s important that you do your math accordingly so that you price and allot the right amount of tickets for each tier so that you provide the correct incentive for buyers to purchase before your event sells out.

No two attendees are exactly alike, which is why many events offer multiple price tiers. Some people want to get the most for their money, others want the best ticket money can buy. You might offer discounted tiers based on time (discounts for the first X number of buyers), quantity (discounts for people who buy X number of tickets), or loyalty (discounts for members or previous attendees). Again, reference your data: if your discounts moved mountains last time, consider offering more.

On the other end of the spectrum, you could offer a VIP tier — for a higher price, you might offer a “premium” experience that includes behind-the-scenes access or a cocktail hour with talent. If your ticketing partner offers reserved seating, try creating different ticket types based on how close the seats are to the action.


Pre-sell and Promote

Use social media to your advantage and sell your tickets online. You can run promos and urge people to buy tickets earlier. You can ask your friends and followers to promote your event as well, especially when first starting a new event brand. Let people share your links on the Internet, and come up with ways to encourage them to do so, perhaps with giveawayQuotefancy-180931-3840x2160s or contests. This will garner more audiences and sales for your event.

You should also consider redirecting buyers to a feedback page after they have experienced your event, and ask for comments and suggestions regarding your ticket prices.


Planning an event, especially your first one, takes a lot of work. Add business-talk to that and it’s a great recipe for headache and stress. But no matter how tough everything may seem, it’s important to always take a breather and enjoy. Don’t worry too much, you’ll soon get a hang of things.

The more events you handle, the easier pricing tickets becomes. You will learn from your mistakes as well as from the positive experiences as both a ticket buyer and promoter. In the meantime, make sure you use these tips on how to price your event tickets correctly as a guide. Do not forget that you, the promoter, are the one that provides value with your event, based on line-up and overall experience. It is up to you to determine that value correctly for your target demographic.

If you found this article useful, sign up for our newsletter to learn more and to stay up to date with 6AM’s news and features on the world of electronic music.

The 12 (Possibly) Most Jaw-Dropping Radiohead Remixes Of All Time

Radiohead, a ban so iconic and yet often only superficially appreciated that many have failed to recognized how they were, for at least a large period of time, the world’s biggest political band — the word’s most woke band.

To understand Radiohead one has to know their roots. The band formed in 1985 at Abingdon School, an elite private institution in the heart of the English countryside county of Oxfordshire. Their privileged early life influenced the band in ways it wouldn’t with others: the five members — Thom Yorke (lead vocals, guitar, piano, keyboards), Jonny Greenwood (lead guitar, keyboards, other instruments), Ed O’Brien (guitar, backing vocals), Colin Greenwood (bass), and Phil Selway (drums, percussion, backing vocals) — bonded over a common spirit of rebellion and radicalism, and translated those feelings to their music in impeccable fashion. The band’s anti-establishment roots further developed during the late 80’s period of indie expression, the same post-punk movement that took a decisive stance against Western (especially in Britain) conservatism and big corporation.

Read more

10 Reasons Underground Dance Music Fans Shouldn’t Miss The Yuma Tent At Coachella 2017

DJ Koze performs inside the Yuma Tent at the Coachella Valley Music and Arts Festival in Indio, CA, USA, on 16 April, 2016.

DJ Koze performs inside the Yuma Tent at the Coachella Valley Music and Arts Festival in Indio, CA, USA, on 16 April, 2016.

With high anticipation and lineup speculation circling the festival, Coachella calmed the storm with the release of its star-studded 2017 line-up; confirming many of the artists we predicted earlier this year including Beyonce, Kendrick Lamar, and Radiohead as headliners.

To no surprise, the $399 general admission tickets sold out within three hours.

After review of this year’s line-up, we uncovered Coachella booked the most proper underground electronic artists to perform at the festival to date. As we did last year, we highlight ten underground artists who cannot be missed in the heaven that will be the Yuma Tent. 

Please note that we think most of the below artists will be playing the Yuma Tent, but there’s a small possibility that some will be featured on other stages due to the diverse and eclectic arsenal of music they are capable of performing.



This UK-based DJ is such an exquisite mixer that he rose to the top even with no production experience. His unique track selections make him one of the most sought-after DJs in the underground dance music community with sounds ranging old and new, house to dubstep.

A forward-thinking selector who is into constant development, Ben UFO does not disappoint.


Bicep, A Northern Irish duo with the passion for heavy house grooves, have established themselves as prime producers and DJs. They are known to always incorporate the most carefully-selected house rhythms to light up any dance floor, leaving you desiring for more. Releases on their record label, Feel My Bicep, feature the likes of house, techno, funk, and italo cosmic sounds, a representation of the eclectic set you can expect to hear when they perform at Coachella 2017.

Their top hit this year, “Higher Level”, was one of their most successful releases to date, a track we predict they will play this track during their Coachella set.



Even and especially among the underground elite, Steffen Berkhahn is considered a multitalented veteran in the community. From being vice president of the FC Magnet Mitte Bar in Berlin, a bakery owner, Innervisions label co-founder with Âme, a producer and a DJ, Dixon is always busy letting his creative juices flow.

His producing and DJing career has been on a meteoric rise for more than a decade. Consequently, he has amassed superb skills behind the DJ booth and is known to please his audience with an array mix of house and techno that has landed him Top DJ in the world on the Resident Advisor poll for four years in a row.

Floating Points

An absolute mastermind. Sam Shepherd’s productions and mixes are truly reflective of his Ph.D. in neuroscience. He has the ability to fluidly blend jazz into techno and garage into house, while still maintaining the elements of each genre.

Per his tweet, he will perform with his live band and a DJ set. Both are never anything less than amazing.

Four Tet

Kieran Hebdan began his extensive career in 1997 producing music with folk and electronica influences, a style later dubbed “folktronica”. He held a residency, alongside Floating Points, at the legendary PlasticPeople in London from 2009-2011.

Fast-forward to today and Four Tet is best known for his techno, house, and minimal infused sets that shape his now established sound.


Honey Dijon

This Chicago native will be representing the original Chicago House sound infused with the depth of New York underground. As a veteran in the electronic music community, Honey Dijon pulls from a wide variety of musical styles including Chicago House, disco, tech-house, tribal, funk, and soul.

With her biggest inspirations come from Derrick Carter, Mark Farina, and Frankie Knuckles, Honey Dijon’s set is sure to be a fun one!

Marcel Dettmann

Marcel Dettmann

A well-known Berghain resident, Marcel Dettmann is known for his wide-ranging selection and production of heart-pounding techno. He is recognized as one of the most influential producers in modern techno with the capacity to intermix new and old. A well-respected performer in the community, Marcel also works at the legendary Hard Wax records in Berlin.

His Coachella debut and the resultant heavy techno in the desert experience is not one to miss,

Nicolas Jaar

Nicolas Jaar

A star that never stops rising, Nicolas Jaar’s live performances and most recent productions are truly unprecedented in today’s dance music world. Incorporating live instruments, real world sound samples and deep synths, Nicolas has soared to the top of underground lists with his impeccable creativity and musical genius.

Regardless of whether he will perform live or a DJ set, Nicolas Jaar will not disappoint.

Richie Hawtin

Richie Hawtin

This English-Canadian is among the most influential underground dance music artists of our time. His career began in Detroit during the early 90’s techno scene and has never stopped since. He is also known for his work under the alias Plastikman and for his ENTER. events in Ibiza and around the world. Most recently he partnered with former Allen & Heath engineer Andy Rigby-Jones and launched PLAYdifferently, a new mixer to diversify the way DJs performed.

There is no doubt that he will be using this new mixer during his first Coachella performance in four years.

belleville three

The Belleville Three

Last but certainly not least, The Belleville Three’s presence on the Coachella 2017 lineup is a testament to the Yuma Tent’s vision of representing underground dance music at what is considered to be one of the most commercial and eclectic festivals in North America and beyond. Consisting of Juan Atkins, Derrick May and Kevin Saunderson, the trio who formed an alliance after being high school friends in Belleville, Michigan and have since been considered responsible for giving birth to techno. While the three together are known to be Detroit Techno pioneers in their own right, they since split ways to begin producing individually and are only now reuniting after several years of solo career focus.

Their first Coachella gig is possibly the first stop of their 2017 tour, one you certainly do not want to miss!

If you found this article interesting, sign up for our newsletter to learn more and to stay up to date with 6AM’s news and features on the world of electronic music.

25 Essential Clubbing Destinations for House and Techno in Asia

Whether you are a tourist looking for a way to enjoy your weekend or a local who doesn’t know where to go, we’ve summed up twenty essential clubbing destinations for house and Techno in Asia that you should check out if you happen to be in the right city.

We have arranged them by country in alphabetical order, making this an easy guide for you to refer to any time you find yourself looking for good quality house and techno in the Asian continent.

Read more

Why and How You Should Help an Intoxicated Person at a Party or Festival


If you’re attending a festival, show at a venue or going to a nightclub, chances are that you and your friends will be drinking alcohol at some point during the night. While it is important that someone in your group remain sober if you’re driving to the party, it is also likely that you will be surrounded by friends and strangers who will inevitably consume too much alcohol and become drunk as a result.

By the time someone has become noticeably intoxicated, the alcohol has left their stomach and is being absorbed through the walls of the lower intestine, meaning that they are beyond the point of return. With more than six people dying daily in the U.S. from alcohol poisoning — a total of 2,200 a year a helping hand is always necessary. It’s important that we not only look out for our immediate friends, but also for any strangers that are at the same party or venue. We are all in it for the music and a thriving dance music scene relies heavily on the spirit of love, respect and camaraderie. It can be the difference between life and death.

Read more

Listen to This Playlist Containing Every Essential Mix of 2016


Despite its ups and downs, 2016 was a phenomenal year for dance music, and in particular for the quality of Essential Mixes released on Pete Tong’s BBC Radio 1 show.

Midland’s two-hour Essential Mix was crowned as Essential Mix of the Year, an honor that in the past was bestowed to artists such as Ben Klock (2015), Caribous (2014), Eric Prydz (2013 and 2012) and Nicolas Jaar (2011). The rest of the bunch were up there too though, including spectacular renditions from the likes of Âme b2b Dixon, The Chemical Brothers, Seth Troxler, Richie Hawtin and Rødhåd just to name a few. There is absolutely no doubt that house, techno and the more underground side of dance music commanded the vast majority of Essential Mixes this year, with EDM and its off-shoots receiving less than 10 airplays throughout the year.

We have compiled a special playlist of all Essential Mixes released in 2016 for your enjoyment. As three of them were not available on SoundCloud we included their separate embedded players below also. Enjoy!

If you found this article useful, sign up for our newsletter to learn more and to stay up to date with 6AM’s news and features on the world of electronic music.

Clubbers In The UK Offered Free Booths To Test Cocaine and MDMA


In the world of nightlife it’s easy, in fact almost unavoidable, to be in contact with alcohol and drugs. The truth is that in the music industry drugs are very rampant, and Zero Tolerance policies haven’t prevented the distribution of substances that range from the “safest”, such as marijuana, to the “more dangerous” like cocaine, MDMA (more commonly known as molly or ecstasy), speed and many more.

Recent studies have pointed to the importance of safety and education when combatting the drug problems with today’s society, and in particular our youth. This has urged non-for-profits, other organizations, festivals and clubs to advocate for drug testing before consumption, going as far as working to establish drug-testing stations at festivals and venues for patrons to test their drugs safely before consuming them.

In the latest such story, the police department of Preston, Lancashire UK is now offering clubbers free booths to test Cocaine and MDMA.

The concern over the spread of Class A drugs has risen latest, prompting the police in Preston to come up with an idea of offering free booths  for clubbers to test cocaine and MDMA that they are about to take as a part of their New Year party plans. These drug booths will help clubbers or party-goers determine whether their drug in hand is adulterated, contaminated, highly-potent, or fatal.

According to the Mirror: “Preston, Lancashire, is said to be the first town in Britain to offer the drug-checking service when it begins on weekends in the new year..”

High doses of cocaine can cause the brain to eat itself, research suggests.

Are These Test Booths Beneficial Or Injurious?

These free booths to test Cocaine and MDMA, like any other plans, have supporters and critics. For example, Professor Fiona Measham of Durham University’s Criminology Department and Co-Director of Loop which is a non-profit company that will run the service says, “It’s a very new service and some people might see it as quite radical, but it’s focusing on harm reduction.” On the other hand, Professor Neil McKeganey who is the founder of the Centre for Substance Use Research at Glasgow University states: “I am staggered this is being contemplated, the police are advocating a view which one would not unfairly describe as facilitating drug use. By implication the green light has been given by the authorities to consumption. It’s hard to see how this isn’t an absolute breach of our current drugs laws.”

More recently, a UK Police Chief weighed in on the debate surrounding drug testing, “We, of course, are very concerned about keeping people safe as much as possible. For me, some form of testing may well be a really useful and practical way forward. I know it’s been tried out in a couple of sites at festivals in the UK in conjunction with local police forces. But we’re not in the position where we can endorse that yet.”

The Secret Garden Party last year was one of the UK festivals that enacted a drug testing initiative to fantastic results: 200 people used the tests available to them, with roughly 80 substances of concern found including super-strength ecstasy pills, several amounts of dicey MDMA and ketamine.

Various kinds of MDMA or better known as "Molly" and "Ecstasy"

Police gave an assurance that users will not be required to give their names. Moreover, this service will make use of a sophisticated laser equipment that detects the drug contents in minutes. They claim it is only a practical response to the rising drug problems in clubs and these free booths to test Cocaine and MDMA neither encourages nor condone the use of any illegal substances.

What about you? What’s your take on the issue? Do you think these test booths for Cocaine and MDMA are harmful or helpful? Send us a tweet with your opinion!

If you found this article useful, sign up for our newsletter to learn more and to stay up to date with 6AM’s news and features on the world of electronic music.

GNTN Talk “Revolve EP“, Plans for 2017 and Their Upcoming Gig at EGG London

gntn revolve EP

GNTN are an emerging DJ & production techno duo from the Ruhr Area in Germany. Composed of Marcel and Jan, GNTN first joined forced in the beginning of 2015 when they realized they shared a strong passion for music production and electronic music, with a particular penchant for melodic-influenced techno sounds.

After securing sets in cities like Cologne, London or Dusseldorf they soon discovered their musical direction and found support from some of the biggest names of the scene including Felix Kröcher, Joseph Capriati and many more, thanks to releases on labels such as Selected Records, Endless Music and FAMILIA. The duo have just released their “Revolve” EP on FAMILIA, a two-track hit comprising the original track and a brilliant remix by none other than Alberto Ruiz that broke into the Beatport Techno Top 100. There is no doubt that thanks to their productivity in the studio and high-caliber peer support, GNTN are a duo to keep an eye on in the years to come.

We had the opportunity to talk with Marcen and Jan about their EP, plans for the upcoming year and an exciting gig at world-renowned EGG nightclub in London.

Read more

Best New Year’s Eve Parties of 2016

Planning on where and how you and your friends can spend New Year’s Eve can be pretty challenging, so we have decided to pick some of the best NYE parties in the United States, giving you options and recommendations on on how to start your 2017 with a bang. We have listed them in alphabetical order by city:

Read more

10 Of The Best DJ Groups In Underground Dance Music

Two heads are certainly better than one, and the dance music circuit is surely no stranger to duos and trios who work great together both inside the studio and out in front of a crowd.

We decided to scour the vast selection of underground dance music acts to list 10 of the best DJ groups in the industry, listed below in alphabetical order:

Read more