In an era where the monolithic presence of Live Nation / Ticketmaster dominates the live concert market, it’s intriguing to step back into a world devoid of internet-driven ticket sales, where the quest for concert tickets was as much a communal happening as the concerts themselves. The U.S. Department of Justice threw light on this monopoly by suing Live Nation / Ticketmaster on antitrust grounds, a culmination of growing discontent that peaked with the Taylor Swift Eras Tour presale fiasco in 2022. Music writer and historian Jim Washburn offers a nostalgic trip back to a simpler time, painting a picture far removed from today’s click-and-buy convenience.
Imagine the year 1968. A young Jim, then 13, wanders into a See’s Candy shop in Southern California’s La Mirada Mall, not just for sweets but to score tickets to see Jimi Hendrix live. Back then, tickets were procured from the event’s box office or through Mutual Ticket Agency outlets located in department stores, cafeterias, campuses, and small shops all across town. In Jim’s case, it was a candy store where a friendly lady, probably clueless about Hendrix’s electric allure, would handle the transaction over the phone, jot down the seat numbers, and hand over the tickets without any service charge – all for the face value of $4.50.
This vignette opens a window to a forgotten ticketing universe that thrived before the digital overhaul. The 1930s-born Mutual agency model functioned well into the late 1960s amidst a radically changing world. The advent of the rock concert era, marked by groundbreaking performances from bands like Cream and Spirit, soon necessitated a more efficient system to manage the swelling crowds eager to witness the likes of Jefferson Airplane and the Grateful Dead live. This period celebrated music that spoke to a generation ideologically and musically, culminating in the cultural watershed of the Woodstock festival.
The answer to this growing demand was Ticketron, a pioneering computer-based ticketing system launched in 1966. Despite its innovation, the system had its quirks, often placing rock enthusiasts in the plush, incongruous settings of upscale department stores, where acquiring tickets was a patience-testing ordeal. Yet, fans persevered, driven by their passion and occasionally rewarded by the communal joy of standing in line with fellow aficionados, sharing stories, smokes, and sometimes making friendships that lasted a lifetime.
Ticket prices, modest by today’s standards, eventually succumbed to inflation, led by the scalping market’s blatant display of supply and demand mechanics. This ushered in an era of skyrocketing prices, with fans like Matt Rosney reminiscing about buying a Rolling Stones ticket for $6.50 in 1975, a figure dwarfed by today’s staggering costs.
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But the transition to the ubiquitous Ticketmaster era was not solely marked by frustration over fees and impersonal service. It was also a time of creativity and resourcefulness among fans, who employed various tactics to secure tickets, from decorating mail-order envelopes to masquerading deliveries to box offices. These anecdotes contribute to the rich tapestry of live music fandom, highlighting the lengths individuals would go to for the love of music.
Yet, the digital age has not deterred all. The story of Leonard Cohen’s road manager handpicking fans outside a concert venue restores faith in the magic of live music and its power to connect souls. It serves as a reminder that, despite the corporatization of ticketing, the spirit of music prevails, nurturing a community that thrives on passion, memories, and melodies.
As we navigate the sleek, yet sterile world of online ticketing, where Live Nation / Ticketmaster preside with little affection from their clientele and service fees that cause more than just financial discomfort, it’s stories like these that keep the essence of live music alive. They remind us of a time when getting a ticket was an adventure, a prelude to the euphoric escape of live performances, and more than just a transaction. In a world skewed by surge pricing and convenience fees, let’s not forget the communal joy, the shared anticipation, and the boundless love for music that keep the concert-going tradition vibrant and utterly irreplaceable despite the odds.
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