Ticketmaster’s new ticketing system, where prices fluctuate based on demand, is under fire from the entertainment industry.

The company says the “in-demand” pricing gives fans fair access to the best tickets, at market driven prices.

In one example, tickets for Rod Stewart at Sirromet Wines in Queensland started around $130 yesterday, before they shot up today for general admission to $300.

Brian Chladil, co-founder of Oztix, an independent ticket selling website based in Brisbane, says it’s unconscionable for companies to gouge fans desperate to see their favourite musician.

“I think the bigger companies have adopted like the airline model, where the dynamic pricing is just a way to gouge,” he told Neil Breen.

He said it’s actually the promoters who are benefiting the most from the price hikes.

Press PLAY below to hear his theory about the new ticketing system