According to The Pulse Of Radio, METALLICA co-manager Peter Mensch has explained in a new BBC documentary series how the band was able to triple ticket prices over the last few years without upsetting fans. Speaking on the second episode of the show, titled "Hits, Hype & Hustle: An Insider's Guide to the Music Business", Mensch recalled that the arrival of Napster and other file-sharing services impacted record sales dramatically and forced musicians to hit the road to make money.
Mensch explained: "Demand went through the roof and ticket prices soon followed. We hadn't made a record in years. This is just what we do — we play in front of our fans. Rock bands have always had to bring it to the fans. We did some tests in the last couple of years. We realized the top price for a METALLICA ticket could be much higher than it used to be, and we charged it — and there was no audience pushback on it... The ticket price thing has changed everything."
Mensch told Music Week last month about the success of METALLICA's latest LP, "Hardwired...To Self-Destruct", and last summer's sold-out North American stadium tour: "They hadn't put out a record in eight years, it was quality music and then they went and played a bunch of quality shows... in America where they just completed an absolutely sold-out stadium tour, they hadn't played in eight years."
METALLICA bassist Robert Trujillo told The Pulse Of Radio not long ago that the band felt like it had to prove itself all over again to American audiences. "It feels like there's a new beginning, and in a way we're challenged 'cause we're winning people over with new music and new production, you know, new show," he said. "You know, we're blessed and we understand that and we work hard to hopefully provide the best concert experience we can."
METALLICA's "WorldWired" trek was the fifth-highest grossing tour of 2017, with 1.5 million tickets sold and $153 million earned. The band was also the top-selling rock act of the year and had the third best-selling rock album.
METALLICA will resume touring next month with a new round of European dates.