Beyoncé's money-making tactics REVEALED as superstar makes a fistful of dollars from Cowboy Carter merchandising campaign after dwindling tour sales left tickets costing as much as a McDonald's meal

Daily Mail​

29-04-2025

From key rings to coffee mugs, bandanas, books and personalised wrapping paper, Inglewood's SoFi Stadium had all bases covered as Beyoncé fans prepared to part with their hard earned dollars on Monday evening.
It might read like the miscellaneous contents of your average car boot sale, and maybe you'd be forgiven for thinking it is, were it not for the R&B legend's instantly recognisable image featuring prominently on every item - but you'd be way off.
Indeed, anyone foolish enough to assume the hoedown is a cheap night out were left searching for a fistful of dollars as Beyoncé's Cowboy Carter tour rode into town this week, alongside several wagons of associated merchandise.
After releasing the second in an intended trilogy of albums highlighting black influence on contemporary musical genres in 2024 - 2022 smash Renaissance honed in on disco, last year's Cowboy Carter focused on country and western - the superstar has embarked on a three month tour of North America, London and Paris.
But shows cost money, particularly those as expansive as Beyoncé's latest, and ticket sales have been worryingly inconsistent ahead of Monday's opening night in southern California.
There were more than 3,000 seats available at SoFi Stadium last week, with huge numbers still available mere moments before she took the stage, according to seat maps on Ticketmaster.
This might explain the wealth of merchandise currently available, with the singer's social media channels promoting a Cowboy Carter gift guide filled with an extensive range of related products.
Indeed, those blessed with a buck or two might be tempted by the Cowboy Carter art book, assuming they're ready to part with a sizeable $78 (£58).
Clothing plays a significant part in the new merchandising campaign, with higher price points giving promoters greater scope to cash in.
A simple cropped 'Sticky Sweet' T-shirt will cost $62 (£47), while the exorbitant $310 (£232) required for a Cowboy Carter denim jacket might leave you needing a whiskey sour at the nearest saloon.
Likewise the Cowboy Carter woven shirt will set you back $171 (£128) should its distinctive stars and stripes design catch your eye.
Jolene coffee mugs - emblazoned with a sultry head shot of Beyoncé in a long blonde wig - are on sale for $26 (£20), while a range of themed statement T-shirts are available for $62 (£47) each.
Elsewhere, Stetson shaped incense holders are available for $32 (£24), while denim cowboy hats are selling at a more expensive $88 (£66) apiece.
Everything from art books to hooded tops, wrapping paper, mugs and bandanas are available to buy
But before you pull on your newly purchased hat and ride out of town, be sure to pay a visit to the hair salon.
That's right, fans can also buy products from Cécred, the hair care brand co- founded by Beyoncé, via an 'immersive experience' available at every stop on her current tour.
And based as it is in custom-built, chrome-wrapped trailers, it shouldn't be hard to find, with visitors given the opportunity to 'engage' with product lines and receive personalised one-on-one hair-care advice from a team of experts.
Regarding ticket sales, an inside source told DailyMail.com that resellers – individuals or businesses that scoop up mass amounts of concert tickets and resell them to fans for exorbitant prices – are largely to blame for limited attendance.
Still, the insider claimed Beyoncé and her husband Jay-Z were remaining hopeful and are 'expecting more of her fans to buy tickets today and in the coming days if resale gets cheaper.'
The 'cozy' Cowboy Carter hoodie will keep you warm during those long nights around the campfire
'Ticket prices could be slashed the evening of some dates to fill the seats if they are noticeably empty,' they added.
There's been much speculation in recent weeks that Beyoncé's Cowboy Carter tour has seemingly fumbled the bag.
Shortly after the Single Ladies singer announced her tour in February, fans quickly complained about the jaw-dropping prices of tickets, which ranged from hundreds to even thousands of dollars.
But last week, one fan claimed to have found resale tickets in the nosebleed section of the star's SoFi Stadium show for as low as $20. They then compared it to the cost of one of the limited edition Minecraft Movie Big Mac Meals from McDonald's, which was around the same price point.
'Due to its low demand, Beyoncé's Cowboy Carter Tour tickets ($20) are now cheaper than a McDonald's Minecraft meal ($21.39),' they wrote.
Another fan pointed out that some seats for the SoFi Stadium show were going for $27 at one point, although they have since increased to $37 for the cheapest seats.
'LMAO WHAT A FLOP!!' one user replied to the post.
'As a Beyhive I'm really happy that this happened, cause the prices were absolutely ridiculous in the first place,' another fan wrote.
Beyoncé opened the nearly three-hour show at SoFi Stadium near Los Angeles with American Requiem, appearing in an all-white cowboy outfit with long fringe on the sleeves as dancers in red performed around her.
For her cover of Dolly Parton classic Jolene, she sat on a lighted horseshoe that floated above the crowd. She rode a gold mechanical bull for Tyrant and flew through the air in a red car while holding an American flag for 16 Carriages."
Beyoncé's 13-year-old daughter, Blue Ivy Carter, joined the backup dancers for several songs, including Ya Ya and America Has a Problem.
She strutted down a long runway to lead a dance to Deja Vu, flipping her hair as she turned to walk back.
Seven-year-old Rumi Carter appeared on stage while Beyonce performed the lullaby Protector. She waved both hands to the crowd and turned around to give her mom a hug.
Cowboy Carter earned Beyoncé her first album of the year Grammy in February. It was viewed by experts and fans as a reclamation and homage to an overlooked legacy of Black Americans within country music and culture.
'I want to thank all of those who came before me that allowed me to be on this stage today,' she said at Monday's show. 'I want to thank you my fans for allowing me to make this album. Thank you giving me the creative liberty to challenge myself.'
Beyoncé also performed hits including 'Formation, Cuff It and Crazy in Love from previous albums.
The tour, called the Cowboy Carter and the Rodeo Chitlin' Circuit Tour, is scheduled to run through July in the U.S. and Europe.
Many fans went all in on the cowboy theme, wearing Western hats, cowboy boots and rhinestone-studded denim.
Beyoncé thanked the crowd before ending with the song Amen.