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The Post-Pandemic Return for Live Music

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(via Wendy Wei)

by Dan Runcie

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As vaccinations continue, the return of live events is on the horizon. Live events companies and others are making moves to anticipate the return, but what will that return look like?

The live entertainment company opened a new 5,000 capacity venue in Houston, made an exclusive partnership to end plastic water bottles at concerts with canned water startup Liquid Death, and will re-open Irving Plaza in New York.

AEG has launched its sustainability initiative and gears up for a strong slate in 2021 and 2022.

Supply and demand. The industry is banking on the pent-up demand for concerts, and rightfully so. The people have been social distancing for fifteen months. They’re ready to get after it.

But a LOT of your favorite artists will hit the road in 2022. Most of them probably have pre-pandemic demand expectations. But will they all get the turnout they desire? The willingness to attend shows may eventually dip.

The next 18 months will be busy. Let’s say you attended 5-6 shows per year pre-pandemic. But in 2022, 12 of your favorite musicians make stops in your city. Sure, you may attend 2-3 more shows to make up for it, but will you get to all of them?

If you’re like me, your 2022 calendar is already full of weddings that were postponed and recently planned ones. You also want to go on vacation, multiple if possible! There are a lot of people demanding your time. Will you have the energy (and money) to still attend all their shows in the post-pandemic boom?

The world is big. Artists can get strategic about tour dates in different worldwide regions, creative collaborations, and other events to make it work. But the opportunity cost for a fan’s time will be higher than ever.

Hear more about the return of live events in this Recode Media podcast interview with Peter Kafka and Live Nation CEO Michael Rapino.

Dan Runcie

Dan Runcie

Founder of Trapital

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