At a very young age in Canada, I had mapped out that my mission in life and my passion was live events.
The touring business is obviously critical to selling records, building fan bases, selling T-shirts, fulfilling sponsorship commitments.
Clinging to old ways and fighting change is not the answer.
In my business, the cheaper the ticket price the better. I'd love for more consumers to walk into an amphitheater, park, have a beer and eat a hot dog. There's no advantage to me to have anything but sold-out shows.
Live is truly a unique entertainment form; it cannot be duplicated and creates lifetime memories that fans are craving more than ever in this experience economy.
We as an industry need to do a better job of increasing the awareness of the show, decreasing the ticket price, and making it a better experience online to buy tickets.
