When the highly anticipated “Renaissance” world tour of Beyoncé arrives at MetLife Stadium this weekend, dedicated members of the Beyhive will have the opportunity to get up close and personal with their Queen B. The most coveted and pricey tickets, which sold out immediately, are the “Pure/Honey” VIP experiences named after the penultimate track on Beyoncé’s Grammy-winning “Renaissance” album. These VIP experiences allow fans to watch the show from risers onstage. For a whopping $5,000, these lucky fans will not only enjoy a front-row seat on the risers, but also access to a dedicated bar and restroom, a limited-edition tour gift, and more. It’s a dream come true for Beyoncé enthusiasts who want to be in formation with their idol.
Stage-side seating is just one example of the extraordinary VIP perks being offered as the live music industry makes a post-pandemic comeback. Now that social distancing restrictions have lifted, artists are eager to provide fans with A-list access and intimate experiences. These include opportunities like taking pre-show tequila shots with Katy Perry or embarking on a tour bus adventure across Europe with the Backstreet Boys. Eddie Meehan, CEO and founder of Please & Thank You, a fan-engagement company, explains that people crave the chance to be part of the show and get closer to their favorite artists. Artists, too, see these VIP experiences as a way to reconnect with fans and generate revenue after a challenging year amid the pandemic.
As Dave Brooks, senior director of live music and touring at Billboard, notes, many artists are looking to make up for financial losses caused by the pandemic. This explains why pop superstar Katy Perry is offering her “Firework” VIP Experience, which includes sharing drinks with fans, at a price of $1,999. Mötley Crüe fans were treated to a top-tier package during the band’s last summer tour, which included autographed guitars and meet-and-greet photo ops, all for a price that reached $5,000. Moreover, some artists are taking intimacy and interaction to the next level. For example, the fan-engagement company organized a VIP package for AJR that allowed fans to play dodgeball with the band.
In addition to offering unique and special experiences, artists are also taking their fans on exciting vacations. One such event is Lionel Richie’s Dancing on the Sand, which will take place at the Atlantis resort in the Bahamas. Fans can purchase packages ranging from $3,900 to $6,500 for two people. The event will feature performances by Lionel Richie, Sheryl Crow, and Nile Rodgers & Chic. The intimate nature of the event includes fireside chats with Lionel about his illustrious career.
While some artists provide direct interaction with VIP holders, others like Beyoncé and Taylor Swift focus on creating exclusive experiences without direct contact. Swift’s top VIP package on her epic Eras tour costs around $900, and anything more expensive for Beyoncé would not be well-received by fans. It’s important to strike a balance between offering exceptional experiences and avoiding the perception of gouging fans.
In conclusion, the live music industry is bouncing back with a variety of VIP experiences that allow fans to connect with their favorite artists in unprecedented ways. From front-row seats and backstage access to once-in-a-lifetime interactions, these offerings cater to the desires of fans while providing artists with an opportunity to make up for financial losses. It’s a win-win situation that enhances the concert experience and strengthens the bond between artists and their loyal supporters.
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