S Poddar
For the second time, Oasis have given their fans a new reason to get excited: two further dates have been added to their much-hyped Wembley Stadium run. Due to the initial ticket-sale frustrations many fans have endured in pursuit of tickets, Oasis has revealed it is now using a “staggered, invitation-only ballot” system for the two additional dates announced today: September 27 and 28.
The decision to extend their run at Wembley came about because of phenomenal demand for tickets during the first round of sales. Many fans were left disappointed, having waited in lengthy online queues without success. In response, Oasis have moved to accommodate more fans by offering these additional shows.
It was announced on X, formerly known as Twitter. Oasis wrote in their post: “Due to phenomenal demand, two extra Wembley Stadium shows have been added. Tickets will be sold by a staggered, invitation-only ballot process.” The process would give priority to unsuccessful fans from the initial Ticketmaster sale. They are going to let those fans who weren’t lucky enough in that round get the first opportunity to apply for these new shows.
This is news that comes after Oasis faced backlash following the first ticket release due to dynamic pricing being used controversially. Fans found several tickets to be highly inflated in price as they got to the end of the buying process; £135 standing tickets rose to £355 among others. Many fans were angry due to the unexpected change; dynamic pricing, while normal in the US, is pretty rare in both the UK and Ireland.
The band responded to these criticisms by explaining its own position on the matter. In a press release, Oasis explained it was never informed the dynamic pricing system would be applied to its tour. “Inevitably, the interest in this tour is so overwhelming that it’s impossible to schedule enough shows to fulfill public demand. But this way, the ticket sale strategy would make it far smoother for the fans by reducing the stress and time it takes to obtain one of the hottest tickets of our time,” the band said.
In an effort to contain the fury over the dynamic pricing, they said, decisions on the ticketing and pricing had been left in their entirety to the promoters and management. “At no time had [the band] any awareness that dynamic pricing was going to be used,” the statement added.
The band also recognized the difficulties that fans experienced with the sale. “While prior meetings between promoters, Ticketmaster, and the band’s management resulted in a positive ticket sale strategy aimed at a fair experience for fans—including dynamic ticketing to help keep general ticket prices down and reduce touting—the execution of the plan failed to meet expectations.”
Ticketmaster’s dynamic pricing model, one that fluctuates the prices of tickets according to demand, is theoretically designed to keep the initial ticket prices lower and to avoid resale at inflated prices. Instead, it seemed to have the opposite effect in this case, adding to the general frustration of those clamoring to see Gallagher brothers and their iconic band play live.
In light of the public outcry about dynamic pricing practices, the government has announced a review into the ticketing process. This review has been announced as part of the clamp down on “rip-off” resale sites and ticket touting. The European Commission weighed in, saying it would look into the matter; likewise, the UK’s Advertising Standards Authority, or ASA, confirmed they had received 450 complaints about Ticketmaster’s handling of the Oasis ticket sales. Complainants argued that advertisements for the event made misleading claims about the availability and pricing of tickets.
Meanwhile, the CMA added that it was “urgently reviewing” the current state of the ticketing market. It also indicated that it would work with the government on the issue of unfair pricing practices to ensure fans are not out of pocket due to unexpected costs.
For now, new Wembley dates offer hope to those who missed out the first time around. Fans will be keeping a close eye on the ballot process, hoping for a smoother experience this time. This will be a couple of shows that will continue with the resurgence of Oasis’s thrilling reunion tour and one that has completely polarized the opinions of their dedicated fanbase-both in excitement and controversy.
