Coronavirus ticket refund policy sparks outrage

It makes sense for Italy to take this approach, as it provides venues and gig companies with the revenue they would have received had the pandemic not forced us all indoors. This isn’t a sinister, greed-driven policy that gives big corporate entities another buck to add to their already huge fortunes, but rather a means of survival. Italy’s government probably doesn’t want an entire industry to collapse from under its feet and this voucher system may be the only way to keep things afloat.

The main problem with this is that customers aren’t given a choice, and it leaves artists feeling as if they’ve cheated supportive fans. Paul McCartney’s two cancelled shows in Naples and Lucca are an example. He took to Facebook to explain how he expected Italians to get a full refund and described it as ‘outrageous’ when he found out they didn’t. ‘Without the fans there would be no live entertainment’, Paul stated. ‘We strongly disagree with what the Italian government are doing’.

Those who purchased tickets to see Paul McCartney did so expecting to see the man in all his British glory on stage, probably sipping a beverage in the sun. To expect people to still pay that same amount of cash without getting anything in immediate return is unreasonable. The justification for why this policy exists is sound, but it still doesn’t make it fair, and leaves consumers being the ones who are ultimately punished for a situation outside of their control.

Other businesses in different sectors, such as independent coffee shops and clothing labels, have taken it upon themselves to ask the public for support. This can be done through online fundraisers, extra merchandise sales, or simple donations. There will be many out there who are happy to still pay full price for a gig they can’t go to – but it’s having that initial choice that matters. If I was an Italian that was refused my money back for a gig that doesn’t exist anymore, I’d be more than a little agitated.

Moving forward, industries will have to continue to think about how they can bring money in without the usual revenue streams. All live and big events are out of the question – obviously – so some creativity will be needed to keep customers inspired to spend and support. Some labels and acts are performing concerts through live streams or online multiplayer games such as Fortnite, but theatre shows and stadium concert acts will have a tough time continuing to navigate this storm as the year rolls on.

Some clubs are attempting social distancing nights, but social distancing measures could easily break down once you chuck young, drunk people together in a room and blast EDM at them. There isn’t really a fully fleshed out solution to keeping the live entertainment industry afloat, and it may come down to companies making individual efforts to raise cash from supportive consumers.

If you’re pissing Paul McCartney off, then your approach definitely needs rethinking.