If you have the money, you can meet Justin Bieber, get a cuddle with Peter Andre, and take photos of Bon Jovi’s mike stand. By Fiona Sturges.
They say you should never meet your heroes as they will invariably disappoint you. Clearly there's no joy in discovering that the icon of your youth is actually a self-regarding bore with a short temper and bad breath. But there's another more practical reason you should not come face to
face with those whom you have idolised from a distance: it can cost you an arm and a leg.
In an era of economic uncertainty, it appears everything is for sale, and that includes one-to-one time with your heroes. As the record industry struggles to turn a profit, even established popstars are feeling the pinch and looking for new ways to top up their earnings. If this means relieving their devoted fans of yet more money, so be it.
Several months ago Justin Bieber, the most Googled popstar and yes, one of the richest teenagers on the planet, offered his fans the chance to join him at a meet-and-greet before a concert in Paso Robles, California. Tickets were said to be changing hands at more than US$4000 ($5251) a piece. What life-changing wisdom, you wonder, does 16-year-old Bieber impart in those precious few seconds to merit such a price?
For that money, you'd expect something more than a handshake - a personal tour of his home, perhaps, or a cameo in his upcoming biopic.
But it's not just teen heart-throbs who are doing a roaring trade in hand-shaking while allowing fans to bask in their celebrity glow. VIP packages for arena tours are increasingly big business for major labels and their artists, whose profit lies exclusively in live shows. These days it's a sanctioned form of stalking, where both sides emerge with a smile on their face.
Of course, there's nothing new in the idea of fans wanting to meet musicians and the musicians indulging them in return for their continued loyalty and support. In the past, bands (or more likely their marketing and PR teams) would set up competitions via television, radio or official fan clubs, with the grand prize being meeting the star in question.
The most traditional circumstance in which fans might meet their icons was the stage door of a venue where the band would emerge after a show, sweaty and jubilant, to sign autographs and shake hands before being driven off into the night. Now such encounters frequently come with a price.
Fans of Peter Andre can stump up £300 ($620) for what he sweetly calls his "unconditional" package. This includes a "collectible" band laminate, a signed programme, a souvenir backstage pass and a photo opportunity with the man.
Kiss, the metallers who famously have a higher turnover in merchandise than in music sales, have long championed their own "Meet & Greet Experience" in which, before the live shows, fans are introduced to the band and have their photograph taken with each member. After that they can sit down on their premium seats and watch the show while clutching, among other things, their concert shirt, poster and exclusive set of Kiss guitar-picks.
When it comes to souped-up VIP gig tickets, meeting the star of the show is by no means guaranteed. Bon Jovi's tour next year offers an assortment of VIP packages, the level of perceived exclusivity matched by the rocketing prices. Packages offer everything from special merchandise, commemorative tickets and autographed lithographs to backstage tours ("Go on stage and take photos of ... Jon's mike stand!", one offers) and pre-gig backstage dinners. Only long-standing fan-club members get to shake hands with the band.
Until recently, Lady Gaga's pricey VIP package included a meet-and-greet with the newly crowned queen of pop, though for the latter part of her Monster's Ball tour this was downgraded to gig tickets, a souvenir laminate, complimentary pre-gig drinks and some finger-food, with no tete-a-tete with the lady herself.
Money for old rope? It certainly seems like it, though fans often seem happy enough. For many music-lovers, meeting their idol is the ultimate prize and something on which they are prepared to squander a small fortune.
- THE INDEPENDENT
