L.A. Wildfires

Before the first note is played at FireAid on Thursday (Jan. 30), more than $60 million dollars will have already been raised from ticket sales and sponsorship dollars for wildfire recovery and prevention efforts from the fires that have ravaged the Los Angeles area. Add to that the donations from viewers watching live on more than 25 streaming outlets that will be matched dollar for dollar by Steve and Connie Ballmer and the event will undoubtedly raise tens of millions of dollars more for the cause.

The Los Angeles concerts will feature Billie Eilish, Earth, Wind & Fire, Gracie Abrams, Jelly Roll, Katy Perry, Lady Gaga, Lil Baby, Olivia Rodrigo, Peso Pluma, Rod Stewart, Stevie Wonder, Sting and Tate McRae at the Intuit Dome, while Alanis Morissette, Anderson .Paak, Dave Matthews and John Mayer, Dawes, Graham Nash, Green Day, John Fogerty, Joni Mitchell, No Doubt, P!nk, Red Hot Chili Peppers, Stephen Stills, Stevie Nicks, and The Black Crowes will take the stage at the Kia Forum.

The idea for the benefit, which was announced three days after the catastrophic fires that have destroyed more than 22,000 homes started on Jan. 7, was born after Shelli Azoff called Los Angeles Clippers CEO Gillian Zucker to see if they could hold a benefit at Intuit Dome, home to the Clippers. So many artists volunteered to play that the concert quickly overflowed to the Kia Forum.

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Irving Azoff, who is producing the event with his wife Shelli and his family in conjunction with Live Nation, talked to Billboard on Tuesday night as he headed to the Kia Forum to watch the two Stevies — Nicks and Wonder — rehearse. In addition to talking about the shows’ logistics, he primarily wanted to express his extreme gratitude to the Ballmers, the artists and nearly 40 sponsoring partners who have made the event possible.

It’s really remarkable how fast this has come together.

After the fires started, Shelli says we’ve got to do something. Some else says the only thing we know how to do is put on shows. Shelli calls Gillian, she offers us Intuit and it’s off to the races…So many [artists] volunteered that we knew we could do both [venues]. You don’t want to tell people no and obviously the ability to raise more money when you got two going instead of one is even greater.

At any point did you think, “Let’s move it to Sofi Stadium” or add a third location, given how many artists were eager to play?

Look, there were three pieces to this: There’s the live gate and the corporate sponsorship for the live gate, which, I’m happy to say, is already north of $60 million. The sponsorships, which Scott Sonnenberg at the Clippers organization and Dan Griffis and his team at Oak View, went out and, they’ve done just an incredible job. People just called and said, “Can I [help]”?  But we also knew that this is about helping everybody and getting everybody together so everybody can begin to heal and enjoy this wonderful music to try and get everybody a bit back on track. We knew from the start we wanted to do a modern digital telethon where you text to donate. Ballmer offers the building and the Clippers organization is picking up the expenses so every single dollar of ticket money is going to the charity and with Steve and Connie matching anyone that gives money during the telethon, no, we never thought about Sofi, nor should we.

Rod Stewart was the first artist to volunteer to play, right?

Rod was first in, then Stevie Nicks called me personally and she was second in.

Were you surprised by the sheer number of artists who wanted to donate their time?

I’m not surprised because musicians are among the most caring, heartwarming, giving people in the food chain. So, no, I wasn’t surprised–delighted, but not surprised… It’s not just the money raised; we’re going to create a worldwide consciousness for what these fires really were. [Executive producer] Joel Gallen has put together [segments] with some incredible footage from KTLA of the survivors and fire people. It’s a different kind of show.

You’ve got nearly 40 sponsors. Can sponsors still come on?

We sold out earlier today. Every suite is gone, and all the sponsorships are gone. A lot of sponsors said, “Here, just take our money.” We said, “Tickets should come with that. You want to give us back the tickets for first responders and people that lost their homes?” And many of them did that. I think about 2,500 impacted first responders and homeowners or more will be in the two rooms. Many of [the sponsors] are using their suites. Everybody did what they felt was right. I would guess that for a one-night event in the music business, it’s probably the biggest sponsorship haul in history. We were talking about it today. We don’t think anybody’s come anywhere close. We get the credit for getting the ball rolling, but then the community really took over.

What role is Live Nation playing?

[Live Nation president of California Region] Geni Lincoln–like my wife and daughter Allison and many others–has been working 18 hours a day. [Live Nation CEO] Michael Rapino is an executive producer with Shelli and myself and Gillian Zucker and Joel Gallen. He’s been on calls all day and all night. We’re all out raising money. We’re all out putting it all together. Live Nation has been incredible. I’m just so proud of them and their team and what they brought to the party.

What has been the biggest challenge for you logistically?

Look, it’s rock and roll. What can go wrong will go wrong. Since we’re trying to go back and forth between the arenas most of the night for the telecast, the biggest challenge is going to be that we don’t have technical issues that delay anybody getting on the stage at the right times.

What can fans expect from the sets?

Most people are doing two to three songs. A few are doing four. After it was already on sale and [artists] are all set, then other [artists] called. Since all the slots were gone and God knows how long the show is going to be–right now  it’s five-and-a-half hours–[we said], “It’s too late to add you to the bill and we don’t have a slot, but how would you like to go do XYZ with such and such an artist?” I think there’s a good half dozen really surprise moments.

In Tuesday’s New York Times article, you and Recording Academy CEO Harvey Mason went out of your way to say you and the Feb. 2 Grammys are not competing with each other even though the shows are only a few days apart.

We’re not in any sort of competition. They’re an award show. They’re a broadcast television show. We wanted to make this a streaming telethon, meaning a digital streaming moment, right? We didn’t do any over-the-air broadcast. Granted, we’re going to have our moments to tell the story of some of the people impacted by the fires, but this is more like a stream from a music festival. It’s not an award show. They’re two very separate things. I’m on the board of [Recording Academy charity] MusiCares and I hope our board will see fit to give some of the money that we’re making to MusiCares.

How did you pick the date?

We looked at other dates. Remember, our show because we’re trying to solicit donations from consumers– unfortunately, people don’t have a big, long attention span–you want to get up while the fires are still fresh in everybody’s mind. It was kind of guesswork as to when the weather was going to turn and they were going to get control of the fires. We couldn’t go next week because it’s the Super Bowl and we didn’t want to go anywhere near Super Bowl week. And the following week we didn’t have building availability.  We didn’t try to go, “Oh, let’s go Grammy week.” Nearly all of the people that are involved either live in LA or have an LA connection, so it wasn’t, “Oh, everybody’s in town for the Grammys. It’s easy to book.” Most of the people would have been here three weeks from now that are here now, so it’s just the way it fell in place.

Was there any thought of going on a broadcast outlet or was it always streaming?

When it became obvious that we were going to do 27 performers, there was no way. You’re not going to put a five-and-a-half hour show on broadcast television.

You’ve already raised more than $60 million. What do you hope the total will be?

We’re already grateful for what we have. I mean, there’s never been a fundraising effort on streamers like this, so I can’t even begin to think about… we’re going to be happy whatever it is. It’s kind of new territory. The outpouring is historic, but, unfortunately, so are the fires.

Audiences can tune into FireAid on a number of platforms, including iApple Music, AppleTV, DIRECTV, MyFree DIRECTV, DIRECTV STREAM, and DIRECTV FOR BUSINESS, Disney+/Hulu, FanDuel, iHeartRadio, KTLA+, Max, Facebook, Instagram, Netflix/Tudum.com, Paramount+/Pluto TV, Peacock/NBC News Now, Prime Video and the Amazon Music Channel on Twitch, SiriusXM’s “LIFE with John Mayer” channel, SoundCloud, TikTok, Veeps, X, and YouTube. Some outlets are also making donations, including DirectTV, which announced it was donating $1 million to FireAid.

Additionally, several AMC Theater and Regal Cinemas will host screenings of the event, which can also be heard on iHeartRadio’s more than 860 radio stations, digital platforms and iHeartRadio app.

Sponsoring partners include Kaiser Permanente, Live Nation, Scopely, American Express, AT&T, Capital Group, Netflix, Snap Inc., U.S. Bank, UBS, Venmo, and Visa Foundation. Gold Partners are DIRECTV, Goldman Sachs, Intuit, Starbucks, YouTube, and the Verizon Foundation.CalHOPE, Prime Video and Amazon MGM Studios, JPMorganChase, Salesforce, Schuman Family Foundation, SiriusXM, Sony Honda Mobility, Spotify and TikTok.

For donations and concert information, go to FireAidLA.org or @FireAidLA.