Although in a place like Barcelona we can suffer from the fate of small stages like the Milano either Sidecarthe truth is that, on a large scale, live music is experiencing a stunning moment: 8,406 million euros in revenue, in 2023, for the 100 most important tours carried out around the world, compared to 5,087 in the last pre-pandemic year, in 2019, reports the specialized publication ‘Pollstar’. A dizzying and unprecedented growth.
And despite everything, ‘live’ offers small figures of social support compared to those of recorded music. The current number one, Taylor Swift has sold four million tickets this year, but on Spotify she has 109 million monthly listeners. That is why, days ago, Michael Rapino, CEO of Live Nation, spoke, in a meeting with shareholders, of ”scarcity” regarding live music, because the artist is a human figure who (for now) cannot be multiplied, and who gives what he gives: 53 concerts a year, in the case of Swift. And until next year she.
Rapino salivated at him ‘FOMO’ effect (that fear of missing out), enhanceable on social networks to make the ‘scarce’ experience of the concert even more desirable. There you have to place the Ticketmaster agreement with TikTok to be able to sell tickets there, through the artists’ profiles. TikTok acts as a spontaneous amplifier of the impact of the shows, making you desperately wish you had been there, and immediately offers you the shortcut to buy the tickets. An admirable play.
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Which, of course, points to the most brilliant names: three only singers, Swift, Beyoncé and Bruce Springsteen, they account for more than a fifth (21.8%) of the income obtained by those 100 most lucrative tours. The Boss thing is noteworthy, since he is the only artist of the 20th century who sneaks into a Top 10 in which Coldplay, Harry Styles, Ed Sheeran, The Weeknd, Drake & mldr;
But what is the horizon? What could be bigger than filling the River Plate stadium for ten nights, like Coldplay did? Fill it twenty nights? Yes, tours that are increasingly more refined, with many ‘shows’ in a single place, and it is the public that moves. Now what makes you feel good is not living a unique situation, just for you, but the same as a huge group of people around the world. Let the clubs take note: It is up to them to invoke the opposite of ‘FOMO’, ‘JOMO’ (‘joy of missing out’)., the relief of sparing you the massive experience. They’re already late.