The dynamic pricing model is commonplace in the travel and tourism industries, but Ticketmaster's move marks the first time a major player has adopted technology to introduce the concept to live music.

Ticketmaster revealed it has signed a partnership deal with cross-media analytics experts Marketshare to develop a suite of sophisticated tools that will help clients set and adjust prices for their live events.

The companies claimed that using dynamic pricing can help cut down on touts demanding hugely inflated ...