Since the early 2000s, T.I. and Rick Ross have released hit after hit, helping cement the South’s dominance in Hip-Hop. Given their stature, you’d expect strong demand whenever either artist plays a Southern city — but reportedly, that wasn’t the case in Jackson, Mississippi.
“A concert featuring big names like T.I. and Rick Ross was expected to come to [Mississippi] Veterans Memorial Stadium in May to provide residents with a show like no other, but the demand simply wasn’t there,” a 12 News anchor reports.
Yolanda Clay-Moore, external affairs director for Visit JXN, says the low ticket sales may reflect local buying habits rather than a lack of interest in the artists.
“I really think that the promoters got a little spooked because of low ticket sales,” Clay-Moore said. “Jackson typically is a walk-up market. It kind of hurts us sometimes when we have these bigger events that want to come here.”
A “walk-up market” describes customers who tend to buy tickets at the venue rather than in advance. That pattern can make it difficult for promoters to judge demand early and commit to large events. Still, it’s surprising that fans in the 662 wouldn’t turn out for Rick Ross — and even more puzzling for an artist of T.I.’s stature. As an add-on, he can tell jokes too.
Whether due to timing, promotion, pricing or local buying habits, the situation highlights the challenges promoters face when bringing major touring acts to markets with different purchasing patterns.
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