He Starts With The Worst Seats

16 Apr 2026 · 1 min

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In this short YouTube excerpt, three speakers discuss a purpose‑driven approach to live‑event ticketing that prioritizes fans who have waited years for a chance to attend. They describe a model that eliminates ticket, convenience, and open‑market fees, instead offering a face‑value secondary market—an approach they claim is unheard of and directly challenges Ticketmaster. The team deliberately seats themselves in the upper‑deck (nosebleed) sections to understand and improve that experience, emphasizing that every night could be a fan’s first show. Their goal is to make these affordable, low‑priced outings feel special and meaningful for long‑waiting families.

Chapters

we feel more purpose because these fans have waited 2, 3 years for tickets. It's their— That's crazy. Our waitlist is that long. I think what you're doing now is more important now than ever before. You're making families drive somewhere and have an outing. This is a reasonably priced, on purpose, experience.
$40, $50, $60. No ticket fees, no convenience fees. We pay out your taxes. And there's no open market, so the tickets don't spike. Built our own secondary market at all face value, which we— Is unheard of. Yes. And thank you for taking on Ticketmaster. Your time is now, and I'm glad you're seizing it. Because our group has purpose in why we do what we do. We show up to every stadium. The first thing we do, we go to the upper deck, the furthest away seats.
Yeah.
We put ourselves in our fans' seats. How are we going to make this experience special? We always break it down on fans first.
You're going to the nosebleeds. Yes. And trying to understand the experience to go to the back and say, let's make this experience wonderful at this price range, at this distance. How do we do that for you? Is, is unheard of.
A term that you hear our team often say every day is win the upper deck.
They wait 2, 3, 4 years, they get their chance. If they go up there and they don't get to feel that interaction, you know, we say every night is someone's first show. Yeah, every single night. How do we make sure it's special?