Over the past few months, we’ve been reporting that the singer Beyoncé has been struggling to sell tickets to her Cowboy Carter tour. Her tour is now just over one month away from coming to an end. Unfortunately for Beyoncé, the tour has been widely declared as a flop. Indeed, her struggles to sell tickets have only continued.
Now, a brand expert is weighing in on this. She has some thoughts as to why Beyoncé has struggled to sell her Cowboy Carter tour tickets.
Beyoncé Struggles To Sell Tickets
Beyoncé, 43, is currently in England for the European leg of her Cowboy Carter tour. Much to her dismay, however, she’s failed to sell out any of the six shows that she was scheduled to perform at London’s Tottenham stadium between June 5 and June 16.
When tickets for the London shows went on sale in February, they cost a whopping $1,290. However, prices were later slashed to $842 in the presale. When they still failed to sell, they were slashed again to $192.
This did little to help the situation. Indeed, hours before Beyoncé’s first London show, there were still 539 free seats in the stadium.
Related: Beyoncé Can’t Sell Out Her Cowboy Carter Tour
Branding Expert Weighs In
Personal branding expert Kelly Lundberg believes that the high ticket prices are the main issue at play here. She warned that Beyoncé middle aged fans will be turned off by them, as many of them have other financial commitments.
“Research shows tickets come with a hefty fee, more expensive than her last tour just two years ago, as well as Taylor Swifts’s gigs and Oasis’s concert,” Lundberg told Daily Mail.
“When you have longevity in a career, like Beyonce does, your fans grow with you,” she explained. “But that means many die-hard Beyoncé fans are juggling mortgages, children and careers. Attending a high-priced show may not be a priority as it once was?”
Lundberg went on to say that this isn’t the only factor in Beyoncé’s struggles to sell tickets. She also thinks that there’s a decreased demand to see Beyoncé in concert. This is largely because Beyoncé’s Renaissance tour happened just two years ago.
“Given that Beyoncé’s Renaissance tour wasn’t quite two years ago, it doesn’t create that elite, once-in-a-lifetime vibe that should come with a premium-priced event,” Lundberg continued. “It’s likely that the fans who forked out hundreds of pounds to see Beyonce in 2023, don’t want to splash out on so much money to see her again so soon.”
“Then, there’s the tour itself. Cowboy Carter was brilliant culturally, but did it lose the deeper connection that her fans are looking for?” she added. “She’s missing a trick and potentially substituting perfection for connection by not sharing more storytelling about motherhood, business, creatively, vulnerability, and behind-the-scenes content.”
Beyoncé Compared To Taylor Swift
On top of that, Lundberg pointed out that Beyoncé’s tour is about “almost-unattainable levels of excellence.” This is a stark contrast to Taylor Swift’s more “accessible” Eras Tour, which was hugely popular with fans.
“Given the legacy of rivalry, there will be comparisons drawn to Taylor Swifts’ Eras tour, which grossed $2bn in ticket sales, but it’s more telling to compare Beyoncé’s 2025 tour, to her 2023 Renaissance world tour, which sold out in minutes,” Lundberg stated.
“Beyoncé and Taylor Swift have built their fanbase differently. As a now cultural institution, Beyoncé has built her brand on almost unattainable levels of excellence – which can make her feel inaccessible,” the brand expert pointed out.
“That high-level image can come at a price – alienating those everyday fans. While people still admire her, they might not feel as emotionally connected as they once did,” Lundberg continued. “While Taylor Swift’s concerts very much invite fans to be a part of it; they feel invited in, rather than invited to witness.”
Swift’s fans tend to be younger people. In contrast, Beyoncé’s fans are generally a bit older.
“Beyoncé’s brand has matured alongside her original fanbase,” Lundberg explained. “Many of her core supporters are now in their 30s to 50s – with real-world financial pressures, limited time and children of their own.”
“Gen Z and Gen Alpha aren’t as deeply connected to her journey, because she doesn’t meet them where they currently are in life, be that digitally or from a storytelling perspective,” she concluded.
Related: Megyn Kelly Torches Beyoncé For ‘Playing The Victim’ On Her Cowboy Carter Tour
Fans Struggle To Connect With Beyoncé’s Country Album
Then there’s the fact that many fans have struggled to connect with Beyoncé’s foray into country music.
“While I’m a Beyoncé fan, I personally don’t enjoy Cowboy Carter as much as her other albums,” one fan told The London Times. “So I just decided not to get a ticket.”
“Nobody cares about cowgirl version of Beyoncé,” a social media user boldly declared. Another wrote, “This country album should’ve been a donation based concert.”
Needless to say, this has all been very humiliating for Beyoncé. When her tickets in the United States were slashed to prices as low as $20, a social media post went viral comparing this to the price of limited edition Minecraft Movie Big Mac Meals from McDonald’s. These meals are being sold for around the same price.
“Due to its low demand, Beyoncé’s Cowboy Carter Tour tickets ($20) are now cheaper than a McDonald’s Minecraft meal ($21.39),” the viral post read.
It doesn’t get much more embarrassing than that, folks!
Full Story: Beyoncé Humiliated As Cowboy Carter Tickets Fail To Sell – Prices Fall To Same As McDonald’s Meal
Perhaps Beyoncé should consider going back to her R&B and pop roots for her next tour. In the end, it seems that her fans are far more willing to pay hefty prices to see that, rather than to see Beyoncé attempt to go country!
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