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Festival in the Netherlands adopts "pay-as-you-please" ticketing system

Hip-hop festival Het Moment, situated in Tilburg, innovates its payment structure, aiming to reward attendees. The festival's upcoming edition will implement a novel approach to financially thank its fans.

Festival in the Netherlands introduces flexible ticket pricing system
Festival in the Netherlands introduces flexible ticket pricing system

Festival in the Netherlands adopts "pay-as-you-please" ticketing system

In an effort to make their festival more accessible and foster a stronger connection with the audience, the organisers of the Dutch hip-hop music festival, Het Moment, have announced a unique "pay-what-you-can" ticket model for its fourth edition in 2026. This groundbreaking approach allows festivalgoers to decide the value of the event, giving them the power to support the festival according to their means.

The festival, set to take place in Tilburg on July 25, 2026, comes amidst financial challenges faced by many Dutch music festivals this year. With over fifty major events cancelled due to economic hurdles, Het Moment's organisers, Dirk Stolk, Bowie van Loon, and Tim Frenken, have made personal investments to facilitate the growth of their festival.

The pay-what-you-can system is intended to promote inclusivity and fan engagement, contrasting sharply with traditional fixed-price models that have been under strain. Under this model, all tickets offer the same access to Het Moment 2026, and the price chosen by the festivalgoer determines their support for the event.

Five ticket types have been made available for the fourth edition, with prices ranging from €39.50 to €59.50, plus minor fees. The early bird ticket prices are €39.50, €44.50, €49.50, €54.50, and €59.50.

The organisers have stressed that they are there for the music, not the money. They believe that this innovative approach will not only make the festival more accessible but also strengthen the bond between the organisers and the audience.

This move by Het Moment could serve as a model for resilience and adaptability in the face of the financial pressures impacting the festival sector in the Netherlands this year. The rise of costs to maintain a festival of scale is a primary factor in the cancellation of many events, and the pay-what-you-can system represents both a symbolic and practical innovation in festival economics.

The organisers have expressed their hope that festivalgoers will support them in creating a great event in 2026. With this unique approach, Het Moment is set to redefine the festival experience, placing trust in the audience and potentially broadening participation regardless of financial means.

[1] Het Moment official website [2] Various news sources on Dutch music festivals in 2025

  1. To enhance the audience's connection and increase inclusivity, Het Moment's fourth edition in 2026 will offer a unique opportunity to engage with fashion-and-beauty, lifestyle, entertainment, and music, as the festival adopts a "pay-what-you-can" ticket model, encouraging attendees to support the event according to their means.
  2. By choosing their own price for the festival ticket and supporting Het Moment 2026, audiences can contribute to a diverse experience that incorporates fashion-and-beauty trends, lifestyle inspiration, engaging entertainment, and top-notch music, all while fostering a stronger bond between the organizers and the audience.

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