At the Billboard LiveSummit, StubHub's Sukhinder Singh Cassidy argues for transparency in ticketing
Sukhinder Singh Cassidy
“It matters because people have a perception of a fixed price and so they all want to get in at that price,” Singh Cassidy told moderator and. “On the other side, they want flexibility. Because [live music] ticketing is half dynamic and half fixed, the consumer doesn’t understand which is which.” Singh Cassidy placed a lot of emphasis during her keynote interview on reminding the audience that StubHub is not a ticket broker, but a distribution platform. She explained that one of her main goals after being named president of the secondary ticketing service in 2018 was to help establish where the company lands in the live music ecosystem.
“What it's about is using our data and our end developing pricing tools on top of 20 years worth of data to help content rights holders sell tickets,” said Singh Cassidy, who added that StubHub does $5 billion ticket sales every year and the small inventory they are working with from MLB is just for testing.
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