Jeff Shuman, Pioneer of Genre-Specific Mini-Festivals, Leaves Live Nation
Written by djfrosty on October 4, 2024
Festival creator Jeff Shuman has resigned from Live Nation, abruptly ending a successful three-year run that saw the 40-year-old launch a half-dozen festival brands, kicking off a race with rival promoter (and Shuman’s former partner) Goldenvoice to conquer the red-hot post-pandemic mini-festival market.
During his relatively brief run at Live Nation, Shuman built the company’s nostalgia-heavy lineup of one-day mini-festivals — events like the nu-metal and hard rock-driven Sick New World festival; the R&B-heavy Lovers and Friends and Fool in Love festivals; and the gangster rap-focused Once Upon a Time in LA.
Those events — part of Live Nations’s highly successful move into mini-festivals at the end of the COVID-19 pandemic — generated tens of millions of dollars in sales for Live Nation. Shuman briefly became the most successful concert promoter at the company, often besting the AEG-owned Goldenvoice on its own Los Angeles turf.
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(Neither Live Nation nor Shuman returned messages seeking comment for this story.)
But Shuman often clashed with company officials, and in recent months faced several costly cancellations including the shutdown of the Lovers and Friends festival in May in Las Vegas due to dangerously high winds. The costs of the cancellation, coupled with weaker-than-expected ticket sales for Fool in Love and the Latin-focused Bésame Mucho, which is set to take place in December at Dodger Stadium, ultimately led to Shuman’s exit.
“He was a complicated guy,” said one Live Nation executive who didn’t want to speak on the record. “He is extremely private and largely a ghost that you never see or hear from until he hucks a grenade in the room. He’s not afraid to pick a fight with anyone and didn’t have many allies at the end.”
Shuman would book dozens, sometimes hundreds, of artists for one of his genre-specific mini-festivals and work with artists like Usher or System of a Down to curate lineups that were heavy on nostalgia. The inaugural When We Were Young Festival in 2022, headlined by My Chemical Romance and Paramore, focused on late 2000s emo, punk and alternative, with 68 bands performing for more than 60,000 fans in a single day. That single-day event, initially scheduled for Oct. 22, 2022, was then repeated on Oct. 23, 2022, and then again on Oct. 29, 2022.
With tickets priced between $225 and $325, When We Were Young grossed more than $50 million in ticket sales over three days, far outperforming expectations. But the festival business is highly susceptible to the risk of severe weather, and a few hours of dangerous wind, rain or heat can cause an event’s cancellation. Those cancellations can trigger customer refunds, artist kill fees and costly lawsuits that quickly eat away at profits, even if those losses are partially covered by event cancellation insurance.
Since joining Live Nation, Shuman has faced several weather cancellations, including the costly cancellation of the 2024 edition of the Lover and Friends festival.
Shuman’s events have also seen sales slow as ticket prices rise — the 2024 edition of the When We Were Young Festival, headlined by My Chemical Romance, sold out the first day, Oct. 19, but still has plenty of tickets available for the Oct. 20 edition. GA ticket prices for this year’s festival start at $336 plus fees, with GA+ tickets priced at $521 + fees and VIP tickets selling for $618. That’s up from 2023 when tickets were priced at GA $249.99 plus fees, GA+ for $419.99 and VIP tickets for $519.99.
Where Shuman goes next is unclear, but he likely won’t return to Goldenvoice, where he worked from 2015 to 2020 after Live Nation purchased the Observatory in Santa Ana, Calif., which he booked for several years. Shuman’s exit from Goldenvoice reportedly followed a series of financial disagreements that left the two sides on bad terms, kicking off a rivalry between them when he headed to Live Nation.
“The fact that he’s quit both AEG and Live Nation means he doesn’t have a ton of options,” said one source who has worked for both companies. “There are other companies that create festivals, but Jeff’s festivals each had $8 to $12 million dollar budgets and he’s going to have a hard time finding someone else that can write that kind of check.”