The PriceMaster, sometimes written as Pricemaster or The Price Master, is a 30-minute video of a performance art project staged as a yard sale in Denton, Texas on February 10, 20011. The centerpiece is a masked figure in a red and silver outfit and a gold mask, standing on a small stage with a reverberating microphone and responding to price inquiries with wildly inflated numbers like "FIVE THOUSAND DOLLARS" or "FORTY THOUSAND DOLLARS"1. Each transaction ends with the booming declaration "THE PRICEMASTER HAS SPOKEN," delivered over a dissonant noise soundtrack3.

The masked man was Nathan Austin, and the event took place at a shared house called the Fast House on Normal Street, home to art students and friends connected to the University of North Texas1. Rick Perry, who later became creative producer of Dropout's Dungeons & Dragons show Dimension 20, filmed the day and helped originate the concept as an experiment in what the residents pitched as "Captive Market Capitalism"2. The joke that made the video a cult favorite once it hit the internet is the contrast between the confused Denton shoppers trying to bargain for a nunchaku or half-full box of dominoes and the PriceMaster refusing to price anything reasonably3.

Most people share The PriceMaster by clipping one of Austin's absurd price callouts, a common convention being the "FIVE HUNDRED DOLLARS" or "FIVE THOUSAND DOLLARS" line, and pairing it with reaction posts about overpriced goods or hostile customer service2. Fans in Texas often mark February 10 as PriceMaster Day, tied to the anniversary of the 2001 yard sale, with the 25th anniversary in 2026 expanding the format to include a full parade and live pricing segment run by a costumed PriceMaster1.