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Kid Rock's plan to charge $20 for tickets to his summer tour and reduce the price of beer, food and parking came out of an idea that nearly cost him a manager. Rock tells Rolling Stone a few years ago he realized it was "highway robbery" to sell T-shirts for $40. Rock demanded the price be cut in half and his manager refused.
Rock told him he was fired if he didn't do it. The result: they made the same amount of money by selling twice as many shirts. Rock says another benefit of cheap ticket prices, even if he takes a pay cut, is a full audience. He says all rock stars have huge egos and they all love playing to packed houses.