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Beyonce’s ‘middle-aged fan’ problem: Brand expert gives damning verdict on why Cowboy Carter is failing to pack out stadiums

BBG News

It was quite unexpected that Beyoncé, undeniably one of music’s most impactful performers, couldn’t fill all the six nights of her concerts at London’s Tottenham Stadium, given that ticket sales for certain segments of her U.S. tour were slow.

In February, when the tickets became available for purchase, many fans were taken aback by the steep cost of the most expensive seats, which reached a staggering £950.

Initially, fans had to pay £620 for tickets during the pre-sale, but prices dramatically decreased ahead of the event, with reports suggesting that the same tickets are now available for just £141.60.

Before her initial performance in London, there were approximately 539 empty seats remaining in the stadium that can accommodate about 62,000 concertgoers, as some tickets remained unsold and were allegedly given to low-income families through food banks.

As a follower dedicated to understanding personal branding, I learned from Kelly Lundberg at TopMob that pricing too high could deter my middle-aged followers who have numerous financial responsibilities, as they may not find it appealing. Furthermore, failing to resonate with younger audiences means their parents won’t be inundated with requests for attendance from their children.

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2023’s Renaissance world tour UK show tickets were snapped up swiftly, mere moments after their release, standing starkly against the sales scenario for that same artist’s tour.

There appear to be several factors contributing to the lower ticket sales for Beyoncé’s “Cowboy Carter” tour, including pricing concerns, fluctuating interest in seeing her live, and more complex issues like Jay-Z’s relationship with the controversial figure, P Diddy.

Kelly, a globally recognized speaker and host of the Kelly Lundberg podcast, thinks that the high ticket prices might have deterred numerous fans, especially those who’ve been loyal Beyoncé supporters since their adolescence and currently manage families and mortgages.

She mentioned to TopMob that recent research indicates the cost of tickets is quite high, pricier compared to Taylor Swift’s tour only two years back, in addition to Taylor Swift’s concerts and Oasis’s performances.

Over an extended period of time, such as Beyonce’s career longevity, your fanbase matures alongside you. However, this maturity often brings responsibilities like mortgages, children, and careers, making it challenging for die-hard Beyoncé fans to prioritize expensive shows as they once did.

Additionally, she mentioned a possible reduction in interest for attending Beyoncé’s concerts following her Renaissance tour that took place only two years back.

Speaking about Beyoncé’s Renaissance tour, which took place not too long ago (approximately two years), she commented that it didn’t quite evoke the unique, one-time-only feeling that should surround a high-end, costly event.

It’s reasonable to assume that those who paid a substantial amount to watch Beyoncé perform in 2023 might not be eager to spend that much money again so quickly.

After that, let’s discuss the tour itself. While Cowboy Carter certainly offered a culturally rich experience, did it manage to establish the emotional bond that fans seek?

Instead of keeping her audience at arm’s length by revealing less about her experiences with motherhood, running a business, creative pursuits, vulnerabilities, and backstage insights, she might be overlooking an opportunity to strengthen connections and foster a more authentic relationship with them.

Lundberg noted the distinction between Beyoncé’s seemingly unreachable standards of greatness compared to Taylor Swift’s more approachable Eras concert experience.

Instead of constantly referencing Taylor Swift’s ‘Eras’ tour and its massive success, let’s focus on comparing the anticipated 2025 tour by Beyoncé with her upcoming 2023 ‘Renaissance’ world tour. The latter sold-out astonishingly fast.

Beyonce and Taylor Swift have developed their fanbases distinctly. While Beyonce has established herself as a near-legendary entity by consistently aiming for exceptional heights, this pursuit of greatness sometimes gives an impression of being unapproachable.

The cost of that lofty image could be estrangement from the common enthusiasts. Although she is still respected, there might not be the same deep emotional bond that existed before.

At Taylor Swift’s concerts, it feels like the audience is being brought into the experience, rather than just being asked to observe.

It’s worth noting that although Taylor Swift seems to have managed to engage a large number of younger fans through her Eras tour with their parents, Beyoncé appears to not have established a similar bond with younger generations.

Kelly pointed out that Taylor Swift’s fan base is expanding alongside her, however, these fans started at a younger age and are not currently in the same life phase as Beyoncé’s supporters.

Taylor skillfully cultivates her audience’s growth from teenagers to adults, consistently adjusting her storytelling style to mirror their life phases. Additionally, she captures the attention of a newer generation by maintaining a presence on social media platforms such as TikTok, Instagram reels, and user-created content.

Beyoncé’s brand has grown in tandem with her initial audience over the years. A significant portion of her dedicated followers fall into the age range of 30s to 50s, which brings adult responsibilities such as financial obligations, time constraints, and raising children of their own.

‘Young generations such as Gen Z and Gen Alpha may not resonate as strongly with her narrative since it doesn’t seem to align with their current digital environment or storytelling preferences.’

Beyoncé aims to attract a younger audience by incorporating her daughters, Blue Ivy and Rumi, into her performances.

however, she had earlier refuted accusations that her daughter Blue Ivy, aged 13, appeared overly mature in public outings due to her attire.

Some considered the strapless gold dress she donned at the Lion King premiere last year as unsuitable or too mature for a 12-year-old.

On Instagram that very night, Beyoncé posted: “My stunning little girl, tonight belongs to you. All your hard work has truly paid off as the voice of Kiara. We are incredibly proud of you and can’t wait to see you continue to shine.

However, despite the criticism, Beyoncé remained unfazed, as her daughter Blue Ivy made a stylish appearance at the Grammy Awards in February, donning a strapless blue gown.

Afterward, the teenager performed alongside her mother on a London stage, accompanied by her 7-year-old sister Rumi.

It’s possible that Beyoncé’s reputation could have been affected by her and Jay-Z’s previous associations with Sean Combs, who is more commonly known as Diddy.

In April, a lawsuit asserting that Beyoncé, Jay Z, and LeBron James attended a party where Diddy supposedly drugged and assaulted a woman was swiftly refuted by all parties involved.

According to Joseph Manzaro’s allegations in the complaint, he was forced, unwillingly, and subjected to drug use, transported against his consent, and suffered sexual abuse as a victim of a powerful and organized criminal group.

It is claimed that Manzaro was surreptitiously taken to Diddy’s residence via an underground passage, which some say links to the Miami dwelling of Gloria and Emilio Estefan.

He said that it was a birthday party for Diddy’s then-17-year-old son, ENews reported.

The legal dispute alleges: Jay-Z and Beyoncé Knowles-Carter were present when they encountered Manzaro, prompting Beyoncé Knowles-Carter to inquire, “What is this? What’s the reason for all this? Why is this partially naked white man wearing a phallic mask standing before me?

Initially, Diddy, the Estefans, LeBron James (who Manzaro accused of attending the same party), Jay-Z, and Beyoncé all refuted Manzaro’s claims. Jay-Z’s legal representative argued that he wasn’t in Florida during the alleged incident, and suggested that publicly available activities could verify this claim. Meanwhile, representatives for Beyoncé were contacted to provide a statement on the matter.

Since then, it appears that Manzaro has revised his lawsuit against Diddy; the alteration being that any mentions of Jay-Z and Beyoncé have been removed, as reported by TMZ.

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2025-06-11 02:34

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