Giulija on Cancelled Concert: Low Ticket Sales & Future Plans

The live music industry continues to navigate a shifting landscape, marked by rising costs and evolving consumer behavior. Recent cancellations and adjustments to tour plans by established artists are raising questions about the sustainability of the post-pandemic boom and highlighting the financial pressures faced by performers at all levels.

Just this week, Lithuanian artist Giulija had a concert scheduled for February 7th in Skaudvilė cancelled due to a complete lack of pre-sold tickets. Speaking to local media, Giulija expressed understanding, noting that venues often cancel shows quietly when ticket sales are low, rather than publicly announcing the reason. “I actually didn’t understand the commotion,” she said, translated from Lithuanian. “Many performers, if they see that there will be very few people, simply don’t go. I am one of those who performs even when about 50 people gather, and I travel all over Lithuania. In this case, the situation is different because not a single ticket was purchased.”

The financial realities of touring are stark. Giulija explained the necessity of covering venue rental, lighting, sound, technical support, and taxes, emphasizing the importance of “thinking smartly and not taking risks.” She downplayed the cancellation as a minor setback, expressing hope to reschedule the concert for a warmer time of year. She also suggested several factors may have contributed to the low ticket sales, including cold weather, illness, and the challenges of advertising.

Giulija’s experience, while localized, reflects a broader trend. A report from Chartmetric, published in May 2025, detailed a decline in touring artists across all career stages. The analysis showed that the percentage of mid-level touring artists decreased from around 19% in 2022 to 12% in 2024. Even more significantly, the share of superstar performers actively touring fell from 44% to 36% over the same period, indicating that even established artists are rethinking their touring schedules.

This shift isn’t limited to individual artists. Larger festivals are also feeling the strain, as fans become more cautious with their spending. Coachella, once known for selling out quickly, took nearly a month to sell out in 2024, and over half of its General Admission attendees utilized payment plans to secure their tickets. This suggests a growing need for financial flexibility among concertgoers.

The cancellations of tours by Jennifer Lopez and The Black Keys in 2024 served as early indicators of potential trouble. Both tours became subjects of social media discussion, with screenshots circulating that appeared to show empty venues at select dates. While NBC News could not independently verify the authenticity of these images, they fueled speculation about declining demand.

The rising cost of tickets is a key factor. SeatGeek data from June 1, 2024, showed a decrease in the average resale ticket price for summer concerts, falling to $213 from $257 around the same time the previous year. However, this decline was partially attributed to the absence of exceptionally large tours like Taylor Swift’s “Eras Tour” and Beyoncé’s “Renaissance” outings, which significantly impacted the market in 2023. Demand remains high for certain artists; Olivia Rodrigo’s “Guts” tour currently boasts an average resale price of $571, and Morgan Wallen’s tour averages $409, according to SeatGeek data reported by Axios.

Live Nation, the parent company of Ticketmaster, reported its biggest first quarter ever, with $3.8 billion in revenues, and a 26% increase in its concerts business. However, the company continues to face scrutiny regarding potential monopolistic practices. The changing market dynamics suggest that even substantial revenue doesn’t guarantee smooth sailing for all artists.

Giulija, despite the Skaudvilė cancellation, remains optimistic. She emphasized her long career, spanning 45 years, and her dedicated fanbase. “I really don’t complain and don’t say that I’m not loved. I have my fans, over 45 years of my career I have definitely had everything – I have and I will have,” she stated. She also acknowledged that criticism is inevitable, but believes it’s often fleeting. “Everyone knows that I never sing with a full backing track, always live, and those who hear it understand. There are always people for whom everything is wrong. But it seems to me that tomorrow they will already find another ‘victim’ to be angry at. You know, it passes, as they say.”

Looking ahead, Giulija is accepting bookings and preparing for future performances, confident that her loyal audience will continue to support her work. She remains philosophical about the Skaudvilė situation, attributing it to circumstances beyond her control and expressing gratitude for the opportunities she still receives. The artist’s resilience underscores the challenges and uncertainties facing musicians in the current live music environment.

The situation highlights a growing tension between ticket prices, consumer spending, and the financial realities of touring. While superstar artists may continue to command high prices and fill large venues, mid-level and emerging performers are facing increasing difficulties in sustaining a viable touring career. The industry will likely continue to adapt, with artists exploring alternative revenue streams and venues adjusting their strategies to attract audiences in a more cautious economic climate.