Touring

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The 2020s have been a turbulent time for agents and the musicians they represent. The decade started off with an unprecedented global pandemic that forced the shutdown of live shows indefinitely, and as lockdown orders lifted, early concerts often dealt with no-shows, rising costs and an over-supply of acts going back on the road at once.

Now, in 2025, the live music market is stabilizing, but it’s never looked quite like this. Artists are bringing more production value to shows than ever, festival ticket sales are softening and talents like Harry Styles and Beyoncé are offering fewer tour stops — but more nights in each location.

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Creative Artists Agency’s (CAA) top agents are in the midst of it all, often singlehandedly sparking trends with the decisions they make with their superstar clients when they are ready to hit the road. To talk through the evolution of live entertainment post-pandemic, CAA managing director Rob Light (Bruce Springsteen, Beyoncé, Ariana Grande, Fleetwood Mac) and co-head of global touring Rick Roskin (Slipknot, Eric Clapton, Santana, Kelly Clarkson) joined Billboard‘s new music industry podcast, On the Record w/ Kristin Robinson, this week.

Below is an excerpt of that conversation.  

Watch or listen to the full episode of On the Record on YouTube, Spotify or Apple Podcasts here, or watch it below.

How did you make sure to help your artists’ tours stand out after pandemic lockdowns lifted and everyone rushed back onto the road?

Roskin: You have to make a statement because there’s a ton of volume. I mean, you can look at what plays in every city on a weekly basis, and there are a ton of shows. So somehow you have to figure out a way to cut through the clutter and break through and get noticed.

Light: A great example of that was three summers ago was with Harry Styles and his management team. Harry could have easily sold out two or three or four nights at MetLife Stadium. But everybody was playing Met Life Stadium. It wasn’t a big event, everybody was doing it. They came up with the idea of ‘let’s do 15 nights at Madison Square Garden.’ And he owned New York. Didn’t matter who was playing stadiums those nights. Everybody was talking about that move. It was a huge statement and intentional. I really do believe, you know, trying to find those moments are really part of our job. You can’t create them every day. You can’t create them on every tour, but any moves you’re making should hopefully lead to something.

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We’re also seeing artists like Beyoncé doing fewer cities, but more dates within those cities. I’m wondering why you think that’s occurring now?

Light: The cost of touring has gone up exponentially and the size of these productions becomes more and more intricate so that if you can sit in one place you can actually make them a little bigger and better — and the audience is willing to come to you. Beyoncé goes to New York for a week, for example, and Boston, Washington and Philly, they’re all gonna come to her if that’s the only place to see it. Also, if you have kids, sitting in one place actually makes touring more palatable.

I don’t think that the idea of day-to-day playing a city, getting on a bus and going to the next will ever go away, but if you have control of your career at that moment, it’s certainly easier to tour this way.

Roskin: To get a little technical, you know, a huge tour eight years ago or ten years ago, was about 13 semi-trucks [of production equipment]. I mean, that would be like, ‘Oh my God. That is a massive tour.’ You know, tours now are carrying 30, 40, 50 trucks of production. To move that is incredibly expensive. Everything has been amped up. In this boom post-Covid, artists are taking it to a level that no one’s ever seen before…Actually — The Weeknd’s stadium tour had about 60 trucks.

Let’s talk about Coachella 2026. Coachella decided to put its tickets for 2026 on sale very early this year. I have to say, I read that at the time as them maybe being nervous about not selling out. I know that that’s been an increasing issue for them over the last few years, but Coachella 2026 sold out pretty immediately. Why do you guys think it sold so quickly?

Light: Nothing replaces star power, and it’s a great lineup. Let’s be fair, but I think part of the reason they decided to go earlier is that they realize the public is getting more and more trained to buying earlier and so waiting till January feels late now… It was a great way for Coachella to make a statement about the festival season. They want to buy in advance, they want to make those plans, they want to be able to travel. I think was very smart on Paul [Tolette] and his team’s part to go earlier, and when you have that lineup — with Sabrina [Carpenter] and Justin [Bieber] — you’re going to do great. Why not go early?

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In general, it seems like festivals aren’t quite as hot as they used to. Ticket sales across the board are softening. Why do you think that is happening now?

Light: There’s a lot of factors. There’s no one answer that fills the floor. Part of it is, you’ve got so many shows and ticket prices have gone up. There’s decisions being made now, like ‘how much money do I have?’ I have to pick and choose where I am going to go. Part of it is who the headliners are, and then another part of it was just a proliferation of festivals. They were everywhere and you couldn’t go to every one. So when you feel softness at the edges, it’s really a function of ‘I can’t beat everyone. I have to pick and choose.’

Lately, festival attendees are arriving later to the festival, which means those baby artists who are at the bottom of the poster and the top of the day are going to have even less crowds than before. I’m wondering, do you still think that, for emerging artists at CAA, that being on those festival lineups is still as worthwhile as it once was?

Light: I’ve said this for years about those slots, and this is where agents really play a role in the artist development of a career. Part of getting on a festival is being on the poster. You want to be part of that and playing at 12 or one or two o’clock may not be great, but a great agent is going to stop and say, How do I get back to that market within four or five months of having done that gig? Because two or 3,000 kids who might have seen me and have told their friends now want to be able to see them on their own, and so to just show up anywhere and play one day at two o’clock and disappear for a year? Is bad management, bad agenting. If you’re going to get one of those slots, how am I going to take advantage of that moment and make other things happen off the back of it?

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Along with the cost of touring rising, we’re also seeing ticket prices rise as well. I remember that Bruce Springsteen tried dynamic ticketing a few years ago, and that led to some of the tickets ending up being thousands of dollars. I’m wondering now, a few years later, like we’re reflecting back on that, how you feel about dynamic ticketing as a model for big tours?

Light: Bruce got a really bad rap because at that same time that one guy bought a ticket at a high price, Elton John and the Rolling Stones were charging tickets for twice the price. But because he was a working man, somebody took a shot at him. There’s always going to be supply and demand. It just is. And what we try to create, and all the ticket companies try to create, is the closest way to be fair, where the money is going to the artist, right? If we’re going to do dynamic pricing, and you’re buying a ticket at a higher price, but the artist is getting paid. He or she deserves that. They built that career. What we hate is when you know, scalpers and bots and stub hubs and all these middle people now are making money with no skin in the game. They did nothing other than got a ticket, and now they’re reselling it. The artist doesn’t see any of that money…But I’m a fan of dynamic pricing, simply because it allows everybody to be equal in the process so if I can afford it, and it’s a show I want to see, I get to pay for it. I want to see the artist get paid. I don’t want to see some outlier get paid.

The federal government is attacking Ticketmaster on multiple fronts right now. This includes the FTC suing the company, and it has to deal with resale. Do you think that Ticketmaster should play a part in the resale of tickets, and if it does, does there need to be a cap on the secondary market?

Roskin: On platinum ticketing, most artists have a cap on what they allow the tickets to sell for, usually the cap ranges from two to three times value. So even if the secondary tipping market exceeds that, it doesn’t feel like it’s so harsh. But as far as the secondary ticketing market goes, it isn’t going anywhere.

This was one of Rob’s stories, but I’ll tell it. Years and years ago, AC/DC was doing a tour, and they go out on the road, and they’re like, ‘we’re gonna sell all tickets paperless. You’re gonna have to walk in with your credit card, scan your credit card at the door. They’re gonna see your name. You go into the venue,’ and through this they thought they were going beat scalpers, and they’re going to finally win. What ends up happening is that the scalpers sent gift cards to their own people who bought tickets, and they walk up with the gift cards, scan the tickets, and they beat AC/DC’s brilliant idea to get rid of scalpers. They are always gonna find a way to get ahead. Be it bots, be it AI, whatever — it is our responsibility as agents is to figure out ways that as much money stays with the artist.