Not so long ago, if you wanted to meet your musical idol backstage after a concert, there were only two ways to go about it — to win a competition, or to sneak past the burly security guards into their dressing room.
Now, however, if you have deep pockets then pretty much anything is possible.
The Mail can reveal that a lucrative ‘meet-and-greet’ industry has grown up around pop stars such as One Direction, Justin Bieber and Cheryl Cole.
Meetings last only seconds before fans are sent packing with a photo of themselves with their idol (and a poster and T-shirt if they are lucky), but they pay hundreds of pounds for the privilege.
And it isn’t just teen pop stars getting in on the act — even veteran artists such as the Beach Boys are joining in.
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Tickets for these ‘meet-and-greets’ start at around £100, but ticket touts are snapping them up, often selling the tickets on for eye-watering sums.
This money-spinning industry hit the headlines last week when Cheryl Cole was criticised for charging £350 to meet-and-greet concert goers. But insiders insist the trend is driven by fans — not stars.
As music PR Stuart Bell, who represents Sir Paul McCartney, says: ‘Some stars’ fan bases are used to engaging with the stars directly through social networking. There is a sense in which they kind of expect to be able to get direct physical access to them as well.’
But he conceded: ‘It’s true that with record sales going down, you have to look at every bit of revenue that you can.’
Meet-and-greets can add up to £600,000 to tour revenues, if you assume two dozen per show on a 50-date tour. It is notable that most pop stars who have been in the business for a few decades don’t do ticketed meet-and-greets.
Neither Sir Paul McCartney nor Rod Stewart offer such packages. Nor does Kylie Minogue.
However, they all offer VIP or Platinum packages which allow fans to attend the soundcheck — like a private concert — and get guaranteed front-row seating, gifts and food or a party, too. Rod Stewart sells a ‘Hot Legs’ package along these lines for £1,250.
Fans should be aware that most meet-and-greets tend to be delivered very much on the terms of their idols. In 2010, Sir Elton John sold a meet-and-greet package that came with the warning: ‘Photographs are at the discretion of Sir Elton.’ In other words, if you don’t behave yourself, he jolly well won’t pose for a picture.
