Ticket sales for major music festivals like Lowlands seem to be slowing slightly regarding how quickly they go. While in past years, the available 65,000 tickets would sell out hours or even minutes after opening for sale, this year the process is taking a few weeks. Possible reasons include changes in line-up and programming priorities; prices going up; a more diversified offer; and buyers taking more time to decide about their purchase. Far from an industry crisis, this could mean a varied ecosystem of multiple opportunities for live-music lovers.
Ten years ago, when the festival landscape was growing exponentially in the Netherlands, festivals like Lowlands were not selling out completely. After more than three decades of existence, this multi-day festival has kept a healthy demand, with some variances over the years. In 2019, before COVID hit, it sold out after 28 days. In 2022, just after COVID restrictions ended, tickets ran out after half an hour in the market. Last year, the feat was surpassed, and tickets were gone in 20 minutes, newspaper Het Parool reported.
This year, however, tickets were still available after a few weeks. Some changes in programming and line-up might partly explain the phenomenon. Modifications have been introduced regarding the first batches of artists announced, in comparison with previous years, seemingly exchanging some electronic music and DJs for pop artists and bands, says Het Parool. What may strike as appealing to alternative or younger audiences may not attract core fans of certain genres that have been more central in the past.
But this alone does not explain the whole picture. The landscape of live music is changing, with more large-stadium shows available and enjoying huge popularity, as music journalist Atze de Vrieze points out. This year, more than 40 stadium shows are scheduled in the country, a format that is more profitable for artists. Also, multi-concert series at a single venue are becoming more common. For example, Harry Styles has programmed ten concerts in Amsterdam this year in May and June, to a great ticket-buying response from fans.
Festival diversity offer has also increased. In the past, big festivals like Pinkpop and Lowlands dominated the landscape, with fewer events between late June and late August; but those months have been populated with a more diversified offer during the last 20 years.
And with scale, a wider offer and the passing of time has also come a price increase. Ten years ago, a Lowlands ticket sold for €175, while now one for the 2026 edition goes for €365. Inflation has made organization costs more expensive, and some of that is passed on to customers. The newer, younger generation of festival goers has to allocate a tighter budget, while they can choose from an ever wider range of diversity, and so multi-day music festivals compete with other single-day events or single concerts that are less expensive.
Lastly, some people are now waiting longer to get festival tickets, in order to have better knowledge about the weather or potential last-minute events. According to broadcaster NOS, resellers like TicketSwap have reported an almost 40% increase in festival ticket availability in the period up to three days before the event, some of which sell for cheaper than the original price.
All things considered, big festivals like Lowlands still enjoy a healthy attendance despite the slower-paced sales. With a tighter budget and greater event diversity and formats, concert and festival goers can now take longer to choose how to best spend their live-music resources.
Written by Juan Álvarez Umbarila