Most of their fans aren't going to the show at all. Demand far outstrips supply. In effect the number of less wealthy fans who can get into a show is a lottery

Most of their fans aren't going to the show at all. Demand far outstrips supply. In effect the number of less wealthy fans who can get into a show is a lottery. Ideally you would do just that, lottery off some tickets at affordable rates and sell the rest at market rate. But the market has adjusted to that too and re-sellers dominate such lotteries. If you offer the opportunity for arbitrage, the market will take advantage of that opportunity. So just sell at market rate, cut out the re-sellers entirely.