Despite her status as one of the most influential artists of the modern era, Beyoncé’s Cowboy Carter tour has struggled to match the frenzied demand of her previous shows — with none of the six nights at London’s Tottenham Hotspur Stadium selling out.
The singer, 42, is performing a six-show run at the 62,000-capacity venue — but as of hours before opening night, more than 500 seats remained unsold.
It follows sluggish sales in parts of the US leg of the tour and a backlash over ticket prices, which initially reached as high as £950 for premium seats.
Some UK fans balked when tickets first went on sale in February, and pricing appears to have been quietly slashed since.
According to reports, one presale ticket originally listed at £620 was later available for just over £140. There are even reports that unsold seats have been distributed via food banks to ensure fewer empty rows.
It marks a notable contrast to the Renaissance tour in 2023, when UK shows sold out within minutes. So what’s changed?
Experts point to a combination of factors — including pricing, proximity to her last tour, and a potential generational disconnect with younger music fans.
Personal branding consultant and podcaster Kelly Lundberg said she believes the cost-of-living pressures facing Beyoncé’s core fanbase, many now in their 30s, 40s and 50s, may be playing a part.
“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 MailOnline. “When you have longevity in a career, like Beyonce does, your fans grow with you. 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?”
She also suggested the Cowboy Carter tour lacks the “once-in-a-lifetime” urgency of previous outings. “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,” she continued.
Beyond economics, the branding expert also pointed to Beyoncé’s limited presence on platforms like TikTok and Instagram Reels — a space where younger artists, notably Taylor Swift, thrive.
Lundberg told the outlet: “Beyoncé’s brand, by contrast, has matured alongside her original fanbase. 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.”
