Royalties. The ticket seller can set that and every time the ticket is resold, they will get % of that sale. For an artist that would mean they can sell a ticket with % royalty set and then profit from future sales on an ongoing basis.
That being said, it could reduce the need for new products/versions being created every other week. However, there would need to be a somewhat centralized 'marketplace' that facilities the second hand sales which is where Walmart could step in with some perks for selling with them.
(Just like houses that come with less ongoing taxes or other burdens go for more money.)