Music promoter Kay Nyame has alleged that some Ghanaian event organisers in the United Kingdom deliberately announce that their shows are sold out, even when tickets are still available, as a strategy to create demand and increase ticket prices.
According to him, the tactic is sometimes used to make fans believe tickets are scarce, prompting those who desperately want to attend to pay more when additional tickets are released.
Speaking in an interview with Nana Romeo on September 3, 2026, Kay Nyame said he believes the strategy could be aimed at creating hype around an event.
“Some Ghana shows in the UK sometimes get sold out. The tickets would be there, but they would tell the public that they're sold out. I think it's a strategy he wants to use,” he said.
He explained that organisers could later announce that more tickets have been made available, while increasing the prices.
“After he announces sold out, he will later come and say they've brought some of the tickets again, then they move the price higher. Maybe someone desperately needs to attend the show so they will buy,” he stated.
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Kay Nyame, however, disclosed that he does not consider announcing a sold-out event necessary once all available tickets have been purchased.
“Personally, if I sell out a show, I won't announce sold out because it's not important to me. If my ticket gets finished, I just close the Eventbrite. When you go there, you won't get the ticket to buy,” he explained.
The music promoter also revealed the high cost involved in organising shows in the UK, saying he spends approximately £70,000 on an event.
“Organizing a show in the UK costs me about £70,000,” he shared.
According to Kay Nyame, event promotion is a risky venture because there is no guarantee that an organiser will make a profit after investing heavily in a show.
“This business is like a gamble. You may gain profit or not. Sometimes, business is like that; you gain and lose at the same time,” he added.
FG/EB
