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Touring

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Usher is likely to use the world’s biggest stage at Super Bowl LVIII in February to promote his first major tour in nearly a decade and become the first act to launch a tour from the big game in seven years, sources tell Billboard.
Following the NFL’s announcement Sunday that the R&B icon will take over Allegiant Stadium in Las Vegas on Feb. 11 as the game’s halftime show performer, sources say Usher’s team has been busy placing holds on arenas around the world. That same team is expected to spend the next four-and-a-half months routing, confirming and finalizing a 2024 global tour that sources expect will be ready to go on sale moments after he steps off the stage.

Over the past two years, Usher has made a home on the Las Vegas Strip with two residencies at the The Colosseum at Caesars Palace and Dolby Live at Park MGM (for Usher: The Las Vegas Residency and My Way: The Vegas Residency, respectively). Combined, his residencies have earned $83 million and sold 374,000 tickets from 79 shows, according to figures reported to Billboard Boxscore, and Billboard estimates that his Vegas earnings should exceed $100 million by early December. That’s more than any of Usher’s prior tours, topping 2010-11’s OMG Tour, which brought in $76 million — and coincidentally lined up with the singer’s previous Super Bowl halftime appearance, when he made a cameo during The Black Eyed Peas’ 2011 set. His last major tour was 2014–15’s The UR Experience Tour.

Usher will also use the halftime show as a platform to launch a new album release. The Atlanta superstar will drop his ninth studio album and his first since 2016, called Coming Home, on the same day as the Super Bowl. Last year, more than 115 million people tuned in for the Super Bowl, according to the NFL, showing viewership of the annual championship game continues to grow even as more Americans “cut the cord” with their cable providers and seek out digital streaming alternatives. Despite the increase in eyeballs, the number of artists making tour announcements or adjustments have dropped dramatically.

It has been seven years since an artist took advantage of Super Bowl halftime show’s massive viewership to announce a new tour — the last was Lady Gaga in 2017. The reason for that is likely two-fold. First, there are more artists touring than ever before, making it difficult for artists to time their touring plans and album cycles around a February announcement date, especially when halftime performers aren’t typically announced until September. The second change was a new partnership with Jay-Z and Roc Nation in 2019 to curate and book the halftime show, which has favored collaborative spectacles over single artist promotion with performances by Shakira and Jennifer Lopez at the 2020 Super Bowl and Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige, 50 Cent and Kendrick Lamar at the 2022 Super Bowl.

Looking at the last five Super Bowl halftime shows, from 2018 to 2022, only two were linked to tour announcements: In 2018, Justin Timberlake, announced additional dates for his Man of the Woods Tour including second American leg for Man of the Woods following his Super Bowl LII halftime performance at U.S. Bank Stadium in Minneapolis. And, in 2021, The Weeknd announced the long-awaited rescheduled dates for his After Hours Tour along with 39 new shows in North America and Europe after his Super Bowl performance. (Eight months later, those rescheduled dates were cancelled a second time, and the tour was upgraded to stadiums for summer 2022.)

The preceding five-year period, 2017-2013, was far busier — four out of five of the halftime shows from this period were linked to major tour announcements.

The last artist to announce a tour immediately following their performance at the Super Bowl was Lady Gaga in 2017. The singer began her remarkable set by descending from the top of Houston’s NRG Stadium onto an on-field stage to perform “Just Dance,” “Bad Romance,” “Poker Face”. After her show wrapped, a post on her Twitter account teased out a world tour, and then hours later a follow-up tweet directed fans to website where fans could buy tickets. Coldplay’s halftime performance in 2016 led to two major tour announcements: one for the band’s Head Full of Dreams Tour and another for their halftime co-star Beyoncé’s Formation Tour. Beyonce also announced The Mrs. Carter Show World Tour following 2013 Super Bowl performance, while Bruno Mars announced new dates for his Moonshine Jungle Tour following his 2014 halftime show performance in 2014.

Additional reporting by Eric Frankenberg.

The Country Music Association has announced changes to its CMA Touring Awards, which recognize behind-the-scenes members of the country music touring community.
New this year, the 2023 CMA Touring Awards will add five categories to its current 15 categories. CMA members will soon be able to vote for crew, backline technician, stage manager, support services company and unsung hero of the year.

In addition, the balloting process for the 2023 CMA Touring Awards has been updated. A nomination round will take place between Friday, Oct. 6 and Thursday, Oct. 19, allowing eligible CMA professional voting members the opportunity to nominate individuals/companies in all 20 categories while providing a brief explanation for their nomination.

A CMA Touring Awards nominations task force will then review the top 20 nominated individuals/companies in each category and determine the finalists.

A final round of voting between Wednesday, Dec. 13, and Thursday, Dec. 28, will allow eligible CMA professional voting members to cast their vote among the top five to eight finalists in each category.

The 2023 CMA Touring Awards ceremony is expected to be held in Nashville in early 2024. 

The CMA Touring Awards, originally called the SRO (Standing Room Only) Awards, were created by the CMA board of directors in 1990. The first awards were presented at a black-tie gala during CMA’s Entertainment Expo, also known as the Talent Buyers Entertainment Marketplace. The SRO Awards were renamed the CMA Touring Awards in 2016.

Here are details on the five new CMA Touring Award categories:

Crew of the Year

This award honors the entire crew of a country music tour that executed a multi-city run of shows during the eligibility period. The award recognizes the crew that has consistently demonstrated outstanding professionalism, skills, teamwork, hospitality, innovation and excellence in all aspects of their work. This award is not necessarily for the team supporting the biggest or top-selling tour of the year, but for the crew that has clearly demonstrated the most heart and spirit on the road, making the biggest overall contribution to elevating country music.

Backline Technician of the Year

This award goes to a backline technician who has demonstrated technical proficiency in ensuring exceptional musician and/or artist support on a country tour during the eligibility period.

Stage Manager of the Year

This award goes to a stage manager who has been instrumental in organizing and executing a country tour during the eligibility period.

Support Services Company of the Year

This award goes to a support services company that has maintained high professional standards and delivered creative and innovative ideas through their services provided to a country tour during the eligibility period. This may include video, lighting, merchandise, security, sound equipment leasing, transportation, catering, staging and other touring support services companies.  

Unsung Hero of the Year

This award goes to a touring professional who has made invaluable contributions behind the scenes and served as a vital part of a country tour during the eligibility period. The recipient of this award has gone above and beyond their assigned duties and has worked tirelessly to elevate the overall experience for everyone on the tour. Individuals who are eligible to be nominated in the other CMA Touring Award categories are not eligible to be nominated for this award category. 

Live Nation, the world’s largest concert promoter, is launching an ambitious new program to improve the lives of touring musicians and cut down on the growing costs traveling artists facing criss-crossing the country.
Today, the concert giant has announced the launch of “On the Road Again,” a new program inspired by legendary singer/songwriter Willie Nelson to support developing artists and their road crews. The program — which has no expiration date and is expected to save artists tens of millions per year — tackles the growing costs of travel expenses and the ability of artists to make money through merch sales.

“Touring is important to artists so whatever we can do to help other artists, I think we should do it. This program will impact thousands of artists this year and help make touring a little bit easier,” said Nelson, who provided his famous hit song On the Road Again as the anthem for the program. 

Starting today, all acts playing Live Nation owned and operated clubs, from headliners to support acts will receive a $1,500 gas and travel cash stipend per show to all headliners and support acts, on top of nightly performance compensation. 

As part of the program, the company’s clubs will no longer charge merchandise selling fees, allowing artists to keep 100% of merch profits. Many artists rely on merch sales to generate cash for the band while they’re on the road. In January, Ineffable Music Group became the first company to wave merch fees for the companies 10+ venues and showrooms. The decision by Live Nation to waive these fees will likely lead to more cash in the hands of touring artists.

“Touring is a crucial part of an artist’s livelihood, and we understand travel costs take one of the biggest bites out of artists’ nightly profits,” a press release from Live Nation reads. “By helping with these core expenses, we aim to make it easier for artists on the road so they can keep performing to their fans in more cities across the country.”

The On the Road Again also includes financial bonuses to local promoters that help execute at shows as well as tour reps and venue crew members that have worked over 500 hours in 2023. On the Road Again also includes $5 million to Crew Nation, a fund created during the pandemic to support crew across the industry facing unforeseen hardship.

“Delivering for live artists is always our core mission,” said Michael Rapino, President and CEO of Live Nation in a statement to Billboard. “The live music industry is continuing to grow and as it does, we want to do everything we can to support artists at all levels on their touring journey especially the developing artists in clubs. Like Willie says, this is all about making it a little easier for thousands of artists to continue doing what they love: going out and playing for their fans.”

Conpany officials added that On the Road Again is “a true collaboration that draws on insights from Nelson’s years on the road as well as feedback from touring artists, their teams and venue operators to help support day to day life on tour. All benefits from On the Road Again are being provided directly from the venue’s existing earnings, with no increases to consumers.”

For more information on the program and a list of participating venues, visit roadagain.live

Courtesy Photo

After releasing his latest album, I Told Them… last month, Burna Boy will embark on a 16-city trek this fall called the I Told Them… Tour.  Produced by Live Nation, the multi-city jaunt will find Burna performing in not only arenas but, in some cases, stadiums. Beginning Nov. 3, the “City Boys” artist will perform his first-ever […]

Morgan Wallen is extending his One Night at a Time tour for several more nights, with 10 new stadium dates added for 2024.  The additional U.S. dates will kick off April 4 at Indianapolis’ Lucas Oil Stadium and end Aug. 8 at Las Vegas’ Allegiant Stadium. Each date will include three opening acts from a […]

With her latest string of albums, including her intensely vulnerable and current CMA album of the year-nominated Rolling Up the Welcome Mat EP, singer-songwriter and five-time Billboard Country Airplay chart-topper Kelsea Ballerini has steadily been leveling up, both creatively and professionally.

This week, Ballerini not only made her debut performance on the VMAs, but also appeared on the cover of TIME, and stepped up in the touring space, selling out her very first headlining arena show, set for Nov. 2 in her hometown of Knoxville, Tenn. at the Thompson-Boling Arena. The show will crown a year that has seen Ballerini headline a slate of theaters on her HEARTFIRST Tour, perform songs from Rolling Up the Welcome Mat on Saturday Night Live, offer a powerful, statement-making performance on the CMT Music Awards, release a short film around her EP, and play the inaugural People’s Choice Country Awards, which she is set to perform later this month.

And Ballerini’s latest standout touring moment earns Sandbox Entertainment Group’s head of global touring Leslie Cohea the title of Billboard‘s Executive of the Week.

Here, Cohea discusses Ballerini’s upcoming hometown arena show, how touring has shifted since the height of the COVID-19 pandemic and country music’s ascendance in international touring.

This week, Kelsea Ballerini sold out the first headlining arena tour date of her career in Knoxville. What key decisions did you make to help make that happen?

Last year, I put a plan together for Kelsea’s then-upcoming 2023 headlining tour. She had not done a headline tour since before the pandemic and I knew that it had to be thoughtful and impactful for her fans. We decided to play all the right rooms, not skipping any steps, only announcing around 15 shows for the HEARTFIRST tour. Once those sold out, she announced the next 15 shows. With her EP coming out and having the huge success it did, the next shows sold out immediately. Her momentum kept building and building and any show we put on sale sold out. That’s when Kelsea and I talked about having one last massive play to cap off such a successful year. She is absolutely going to play arenas in the future, but I wanted to have one big moment to really show the growth of Kelsea as a touring artist.

The obvious choice was Knoxville since it is her hometown, and she has always wanted to play Thompson-Boling Arena. I had the idea for the show to be over the University of Tennessee homecoming weekend and call it Kelsea’s “homecoming” as well. It’s only right that her first sellout show is in Knoxville. When we announced the show last week, I knew we had a short window to sell tickets being that the show is on Nov. 2. I really wanted this show to stand out as a special event and get people excited. I think everything we did to market the announce really helped drive that. AEG are incredible partners to us, and they helped us build this Knoxville campaign from scratch and continue to bring opportunities that are going to make this show massive for Kelsea and her fans. Amy Buck is a brilliant marketer. It was really special to see it sell out minutes after going on sale. This is by far Kelsea’s biggest show to date, doubling — almost tripling — the capacities she has played this year.

How will this show be different in terms of production, lighting, etc., since this will be scaling up in venue size?

Kelsea has empowered her entire team to up the ante on production for this show. We had a great HEARTFIRST tour production, but it was simply not scaled for arenas. Building out the production for this Homecoming show is where Kelsea, her touring team and I get to have a little fun. We are adding more lights, sound and video while creating a few special surprises along the way. Every fan will leave this show fully understanding why Kelsea Ballerini is a superstar.

Looking ahead to 2024, how do you foresee her touring growing and evolving?

Kelsea continues to grow and evolve in all areas, including writing, recording and touring. The connection she has built with her fans is truly mesmerizing and it’s something that has become so powerful at her live shows. They feel connected to her more than they ever have, especially after the release of Rolling Up The Welcome Mat. And based on what we just witnessed with the sell out at Thompson-Boling Arena, there is absolutely an arena tour in Kelsea’s future.

Daniel Prakopcyk*

Earlier this year, Kelsea also made headlines after she was hit by a bracelet while on stage, part of a strange trend of fans throwing things at artists on stage. Is there anything that the team has changed to help keep things safe on tour?

Every artist and their team want to create the safest environment possible. Since the bracelet incident, tour security works directly with the venue to make sure we have all eyes watching the people closest to the stage. I also think the fans attending are holding other fans accountable. An artist is vulnerable enough on stage, disrupting a show by launching something at the artist ruins the moment for every person on, in front of, and behind the stage.

How has touring changed overall since the pandemic?

The thing I have noticed lately is the volume of shows in every size room in every market. Right now, there are so many tours going back out and making up for the lost time and revenue. This is how we at Sandbox really came up with the “less is more” idea to only announce 15 shows for Kelsea. We want fans to feel the urgency to buy the tickets as soon as they go on sale. We are seeing people waiting to buy closer to the show. They don’t want to make the commitment too soon.

Kelsea just made her debut VMAs performance and was on the cover of TIME. How has the Sandbox team overall worked toward her increased recognition in the mainstream, while still staying very connected within the country music genre?

Two words: Jason Owen. Jason is our fearless leader at Sandbox, but he empowers all of us to lead, to innovate and to push boundaries. Our digital team at Sandbox always has their fingers on the pulse of what’s connecting in the marketplace. Their knowledge and insight into how we communicate with fans is unmatched. And CAA has played a very integral role in helping us elevate Kelsea’s stature across touring and film and television. Rick Roskin and his team are incredibly powerful partners.

Country music is having a moment not only in terms of success on the all-genre Hot 100 chart, but in terms of international touring. To what factors do you attribute this moment?

There are a lot of factors that contribute to this, from streaming to labels pushing more for international exposure and touring becoming a more common experience for country artists all over Europe and the U.K. It was hard to convince an arena-level artist years ago to go play clubs across the U.K. in order to help grow their international fan base. It had to feel like going backwards almost. In the last 10 years, the next generation of country artists really started investing in growing their touring careers abroad. They could do it alongside their touring career in the states as well. C2C and other newer country festivals have also really helped shine a light on country music and have allowed the ability to get exposure in places like London and Dublin.

Last Week’s Top Executive: Sony Latin Iberia COO María Fernández

In July, the National Independent Venue Association elected two new members to its board of directors including longtime independent promoter and venue operator Shahida Mausi of The Right Productions and The Aretha Franklin Ampitheatre in Detroit. Mausi, who has run her promotion company The Right Productions for more than 25 years, says the new position is giving her the opportunity “to bring my unique perspective from backgrounds in cultural affairs, government, non-profit and entrepreneurship” to the organization that is looking to take on unfair ticketing practices on a national level, in addition to continuing to advocate for independent venues from local to federal government.

Mausi’s expertise goes beyond the promotion company she founded in 1996. Prior to her independent business, Mausi worked in the non-profit sector and was the head of the Arts Council for the City of Detroit for 10 years. Her family’s roots in Detroit go back more than a century and Mausi’s commitment to bringing art to her hometown through the family-owned Right Productions (her four sons work throughout the company) and her stewardship of The Aretha since its opening.

“What you can do in Detroit with a vision or as an entrepreneur, you can’t necessarily do as easily in other markets. I’m not saying it’s easy,” says Mausi, adding “it’s because of the factory background and the strength of unions in Detroit and the role unions play in politics. You could be working on the factory floor impacting the union, which impacts who gets elected and therefore it gives you access to people that make things happen.”

Since the onset of the pandemic in 2020, Mausi and her sons have wielded their expertise and community building into helping found the Black Promoters Collective (which promoted Mary J. Blige’s 23-city Good Morning Gorgeous arena tour in 2022) and joined forces with NIVA, where BPC won the 2023 NIVA Idea award at the association’s annual conference. Mausi sat down with Billboard to discuss surviving economic downturns as an independent promoter and what comes next.

How do you get an independent production company off the ground?

With the cheekiness of youth, I called the general manager of the Nederlander Theater here in Detroit. Detroit is home to the Nederlanders. This is where the family came from. I called the general manager and said, ‘I don’t think you’re doing enough programming to serve the African American population of the city.’ They said, ‘well, I disagree,’ and there started a conversation and a friendship that has lasted 30 years.

[Nederlander’s Alan Lichtenstein] gave me the opportunity to help launch Broadway shows on their Detroit leg of national tours and whatnot. Early in the business, it served me well that I had spoken up and put my shoulder to the wheel when he did do more to serve this community.

When did you get involved with the Aretha Franklin Amphitheater?

When the building was first built, I was the director of the Detroit Council of the Arts. It was built by the city and I was running the department and, in that role, I did the first three years of programming. Between the time that I left, after those first three years, different entities have managed it for brief periods of time. Then there was an RFP [request for proposal] put out in 2004 and we won the bid. We’ve been managing it ever since.

Was that a difficult time to take over operations of the venue in Detroit?

Yeah. It was 2008 when the housing crisis shut down the economy with subprime mortgages, and Lehman Brothers and all those folks were crashing. Fannie Mae and Freddie Mac failed that year, so we already had shows contracted and up on sale when the disposable income of people completely dried up and stopped. Nobody was buying anything. Nobody knew what was going to happen next. We had to honor those contracts regardless. General Motors – a mile from us – went bankrupt. [The Right Productions] could not afford to go bankrupt. If we had gone bankrupt, it would have been game over.

We had to negotiate our way through that crisis. We were able to weather that storm because we had a good reputation. If I tell you I’m going to pay you on such and such date or that I don’t know when I am going to be able to pay you but I’m gonna pay you, people took me at my word and I honored my word. I didn’t know if we were going to survive, but we pulled on our strength which was our reputation of honoring our word and our commitment to people.

You operated the amphitheater during another crisis, the pandemic. How did you get through that?

If we could only serve 100 people a night, then that’s what we were going to do. We were all shut ins for a year or more, and if you could give people just that, it was worth doing. It was crazy, but I am glad we were able to serve people. That’s what this is, ultimately. It’s facilitating a means of connecting people with things that lift them. It’s a stewardship of a stage and we’re honored to be able to do it.

Did being a family business help get you through the tough times?

I have four sons. All four of them function in different capacities here at The Right Productions and around the country. They all followed paths that were appropriate for their own personalities. They all went to college and brought back those skills. If it was not for family, we would not have been able to pull it through. Because family works when there’s not a dime on the table. I have grandchildren now and they are pulling and pushing and loading and unloading. In 2021, it was truly a family affair because we couldn’t hire people. I had cousins that flew in from New York, sleeping in my living room to help.

Can you describe how The Right Productions was instrumental in founding the Black Promoters Collective?

The pandemic was a good thing and a horrible thing mostly. When everything stopped, there was time to look and think of what could be planned and what could be better. My son, Sulaiman [Mausi] and the vice president of The Right Productions, reached out to other promoters that have a good reputation across the country and we began meeting on a weekly basis to talk about what we could do differently, what could do better in this industry, as opposed to being in our silos. So, we formed the Black Promoters Collective in 2020. That has been a game changer.

Last year, BPC scored a $60 million quarter on Billboard Boxscore before the Mary J. Blige tour. What has the reception been since those numbers came in?

It demonstrates that we have the chops. We have the skills to manage business on that level and that we can execute what is needed to deliver a major tour and to care of a major artist in the way they should be cared for. Let’s just say the business climate has been impacted by our success.

Are there plans to go beyond the U.S. and Canada?

We’ve had conversations. There are some things under discussion. That’s my goal. I’m always looking for growth. I’m always looking for the next opportunity and international touring is something that I want.

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Olivia Rodrigo is ready to spill her guts again, but this time in front of crowds across the globe. The “Vampire” singer added more dates to her world tour, which means if you’re looking to score cheap tickets to one of her shows, you have additional opportunities.

Olivia Rodrigo Is Taking Her ‘Guts’ on a World Tour: Here Are the Dates

09/22/2023

The star took to Instagram on Sept. 15 to announce additional tour dates in cities including Seattle, New York City, Boston, Chicago, London and more.

“my GUTS world tour just added 18 new dates! ticket registration is open til Sunday, 9/17 on oliviarodrigo.com. more dates in many countries yet to come!!!! 💜❤️ p.s. fans who already registered can update their show preference to one of the new dates,” she captioned the post, which was accompanied by a photo with the updated list of her tour dates.

Openers for Rodrigo’s tour include The Breeders, Chappell Roan, PinkPantheress and Remi Wolf. Each show will feature a different opener, which can be found using the provided key on the list of tour dates on the “Get Him Back!” singer’s tour flyer.

Ticketmaster hosted the official presale for verified tickets on Thursday (Sept. 21) with American Express cardholders getting access a day earlier through the American Express Early Access presale, which occurred on Wednesday (Sept. 20). Ticket prices ranged from $49.50 to $199.50, and VIP packages were included as well.

If you missed the presale, don’t worry. Ticketmaster‘s sale isn’t the only opportunity to get tickets. Keep reading to see where else you can score tickets.
Where to Buy Tickets to Olivia Rodrigo’s Guts World Tour

Before you get sour overing not scoring tickets the first time around, resale sites including StubHub, Vivid Seats and Seat Geek will most likely have tickets available for purchase. They might not be sold at the same prices as Ticketmaster, but it’s likely that costs will fluctuate — especially the closer it gets to each show.

StubHub
$From $174

StubHub is offering tickets to Rodrigo’s show starting at $174. You can customize tickets based on recommended ones from the site or price, or you can click on the interactive map to select exactly where you want to sit. The site also comes with the FanProtect Guarantee, which you can read more about here.

Vivid Seats
$From $151

Vivid Seats tickets begin around $151 and include 100% Buyer Guarantee protection to help keep your purchases safe. To make sure you get the type of tickets you want, the site allows you to sort tickets by price or seating area in the arena.

Seat Geek
$From $149

Seat Geek has tickets starting around $149 and uses a ranking system on a scale of 1-10 to rate the deals. Tickets labeled as a 10 are considered the best deal, and one-rated tickets are the worst. You can also include fees when looking at ticket prices and even sign up to get notified if ticket sales drop in cost.

He is one of the most sought after artists in the agency world and now he finally has major a booking team behind him.
Oliver Anthony has signed with UTA for exclusive worldwide representation in all areas. 

“We’re honored to represent such an authentic artist, and excited to put together a global strategy to bring Oliver Anthony and his music to the people,” shared UTA co-head of Nashville Jeffrey Hasson and music agent Curt Motley in a statement to Billboard. Some of UTA’s other clients include Brittney Spencer, Megan Moroney, Parmalee, Elvie Shane, Ian Munsick and Jamey Johnson, who has performed recently with Anthony.

The “Rich Men North of Richmond” singer’s profile skyrocketed in August after a performance video went viral, generating more than 69 million views on Youtube and leading to a historic No. 1 debut on the Billboard Hot 100 chart. With that song, Anthony became the first artist ever to top the chart without having appeared on it previously.

“Rich Men North of Richmond” is also the first song by a solo male to debut at No. 1 on the Hot 100 and Hot Country Songs charts simultaneously. The Farmville, Virginia, native’s other songs — such as “Ain’t Gotta Dollar,” “90 Some Chevy” and “I Want to Go Home” — have also earned solid streaming numbers.

A quick bidding war followed, with music executives from all around the country to try to sign the hot new phenom. One label head told Billboard at the time, “I don’t think I’ve ever seen anything like this before.” Rapper Gucci Mane even posted on Instagram that he wanted to sign Anthony to his label and needed help finding him. Anthony, who sings of populist ideals that have grown him a grassroots following, seemed largely nonplussed by the newfound attention. He told social media followers he was determined not to make any rash decisions and that he had turned down record deals worth upwards of $8 million.

Meanwhile, Anthony has continued to perform for his new fanbase with a number of regional shows that have grown from the Eagle Creek Golf Club and Grill in Moyock, N.C., on Aug. 19, to Tootsie’s Orchid Lounge’s annual block party in Nashville last weekend on Sept. 17, where he notably performed with a full band for the first time. While in Nashville, Anthony apparently made his new agreement with UTA — marking his first major deal since breaking out.

Coming up, Anthony is slated to perform two sets at the upcoming Louder Than Life Festival, which opens Thursday (Sept. 21) and runs through Sept. 24 at the Highland Festival Grounds at the Kentucky Exposition Center in Louisville, Ky. And then he has a sold out show at Smokies Stadium in Sevier County, Tenn., scheduled for Sept. 28.

Earlier this month, Anthony canceled a Sept. 27 concert at Cotton Eyed Joe in Knoxville, Tenn., due to a disagreement over ticket prices, which were listed at $99 and $199 for a meet and greet. Anthony posted to social media discouraging his fans from buying the tickets, explaining that he didn’t agree to those prices. Anthony explained his friend had been acting as his booking agent and he booked the show without asking what the ticket prices were. (The venue later responded, saying the high prices were the only way it could cover Anthony’s $120,000 booking fee.) Anthony continued to say his shows “never cost more than $40, ideally no more than $25,” pointing out that two of his four recent shows were “completely free.”

When Anthony’s co-manager Draven Riffe spoke with Billboard in August, he said the artist is “very passionate about bringing other unknown, unheard musicians up and helping them get their music out as well” — and that help also means providing jobs for those in Anthony’s community where he can. “We’re doing all the booking ourselves,” Riffe said, adding the Anthony is booked through the end of the year. “We’re trying to keep everything in-house as much as we can… If we could have a hand in helping get a person a job they’ll love then we want to do that rather than contracting it out to something that we don’t even know where the money is going.”

Additional reporting by Jessica Nicholson.

The first time Nelson Albareda promoted a show at the Madison Square Garden complex in New York — not at the arena proper, but at the 5,600-capacity theater beneath it — everyone told him, “You’re going to lose your ass.” Albareda, a Miami-born Cuban, had assembled what to him was a dream lineup: a 50th-anniversary celebration of groundbreaking salsa artist and Fania Records co-founder Johnny Pacheco, featuring Pacheco and the Fania All-Stars. Still, his detractors were right: Albareda lost $200,000 on the 2006 show.
But after the music ended, the promoter was still buzzing. At midnight, he took his parents, who had attended, to a nearby deli, where his father asked, “How are you laughing? You lost 200 grand!”

“Well, it’s part of the business,” Albareda told him. “We keep moving on.”

Seventeen years later, Albareda, now 47, stands by that take. “In this business, you lose money, and it’s not how quickly you fall but how quickly you come back,” he says.

That fearlessness has helped Albareda become one of today’s most successful music executives. After nearly two decades working at labels and in radio, marketing and concert promotion, including as the leader of his formidable company Eventus, Albareda founded Loud And Live in 2017. The forward-thinking outfit’s flywheel-style model combines independent concert promotion — in 2022, it ranked at No. 14 on Billboard Boxscore’s year-end promoters chart with $96.5 million grossed, propelled by major tours including arena runs by Camilo and Ricardo Arjona — with marketing, brand partnerships and a content development studio. Loud And Live’s breadth reflects Albareda’s own guiding ethos, which emphasizes a broader culture and how disparate revenue streams fit into it, rather than focusing on just one or two of those streams.

“I was very proud of my culture and my heritage, and I wanted to give back,” Albareda says. “I got into music because of culture and because of pride, not necessarily because of the business — even though I ended up being in the business.”

For Albareda, who grew up in Miami during a “golden age” for music in the city in the 1980s, running Loud And Live is a natural fit. As a kid, he would listen to any cassettes or CDs he could get his hands on — he cites Cuban salsa singer Willie Chirino as a childhood favorite and inspiration — and he fondly recalls attending the Calle Ocho festival, where he saw Gloria Estefan & Miami Sound Machine perform.

“I grew up in a moment where Miami defined different sounds within the music business and always wanted to be part of that, primarily because of culture and the heritage of my parents,” he says.

Albareda’s entrée into the industry, while circuitous, laid the foundation for his interdisciplinary career. As a Miami Dade College freshman, he scored a meeting with Bacardi executives and successfully pitched “a branded entertainment concept … mixing music and cigars and the whole lifestyle around a big band.” As the project of “creating a 1950s, 1960s tropical salsa band” commenced, the team enlisted Celia Cruz — and when executives from her label, RMM, got to know Albareda, they offered him a publicity job in-house. RMM was distributed by Universal, then affiliated with the Bronfman family, which owned beverage conglomerate Seagrams; Albareda shared office space with the spirits division and began consulting for the likes of Absolut and Chivas Regal. The experience was formative, and after leaving RMM, he logged time at advertising agency Sanchez and Levitan before landing in radio at Hispanic Broadcasting Corp., where he deployed his passions for music and marketing.

“I saw an opportunity to make money on everything but the radio,” Albareda says. “I started a team that would do events, concerts, festivals — and then we also would go to the brands and say, ‘Hey, you’re Procter & Gamble. How do I help you?’ ”

Albareda understood the deep bond between radio audiences, particularly Hispanic listeners, and their favorite stations — and how it could be harnessed to deliver returns to brand partners. “You listened to that morning show, and you trusted that morning show,” he says. “You trusted the conviction that those are your friends. You wake up every day with them; you drive home with them. That’s what I built: You had the relationship with the artists, you had the relationship with the brands, you have the relationship with the listeners.”

As the company underwent changes, culminating in its absorption into Univision, Albareda realized, “Hey, I can do this without radio. Let me go on my own and really focus on this.” His first, short-lived attempt, a company called Unipro Group, failed when the 26-year-old Albareda misjudged the viability of a Christmas event and lost $3 million. “It was a decisive moment in my life,” he says now. “You realize when you’re at the bottom, you don’t have that many friends.”

After regrouping, in early 2005, he founded Eventus, which would focus on marketing and brands — not just because he knew the area well, but because he now lacked the capital to put on events. Eventus’ first client was the Latin Recording Academy, then still relatively new and looking to grow its footprint. Albareda helped it do just that, particularly through the sponsorship-driven event property Latin Grammy Street Parties, which staged open-air festivals in major cities nationwide. Brands took notice.

“We became the go-to guys for corporate America to connect anything that was culture with brands, specifically in the multicultural market,” Albareda says. “Our core was Hispanic. One by one, we started growing, and we built a company that worked with 60 brands. McDonald’s, Walmart, Dr Pepper, Verizon … those were all clients of ours.”

From left: El Alfa, Nelson Albareda, and Silvestre Dangond photographed on September 5, 2023 at Loud And Live in Doral, Fla.

Melody Timothee

With 40% growth year over year, Eventus also had runway to enter concert promotion, and Albareda focused on the South Florida market. After selling Eventus, now one of America’s biggest multicultural marketing players, to Advantage Solutions in 2013, Albareda remained as CEO until 2016, when he struck out on his own (on May 20, Cuban Independence Day, he observes) with a noncompete clause and free time to boat, fish and develop the kernel of the idea that would become Loud And Live.

“We are marketers turned promoters — versus a lot of the entertainment companies out there, and a lot of the promoters out there want to become marketers,” Albareda says of launching his current company in 2017. Because he understood “what brands want,” he could facilitate the types of partnerships that help make tours profitable. But his decision to focus on touring at Loud And Live before branching out into agency work — effectively reversing his Eventus path — was also borne of necessity: His noncompete around live entertainment expired first.

“When we started, artists would pick up our calls because of brands, but they didn’t necessarily trust us with touring,” Albareda says. To build Loud And Live’s reputation, he deviated from the industry trend — “Everybody was going after urban,” he recalls — and decided to pursue “five or six iconic artists that we can make an impact [with] and that other artists look up to.” He began with Juan Luis Guerra and later added Arjona, Carlos Vives, Franco De Vita and Ricardo Montaner, who all then spread the gospel of Loud And Live. And once Albareda was able to reenter the agency space with Loud And Live, what the company could offer clients clarified.

“The businesses here are all synergistic,” he says. “The way that we treat artists, we are their partner when they’re touring and when they’re not touring. We’re not that promoter that signs a deal, puts a tour [on and says,] ‘See ya.’ ”

Loud And Live’s attentiveness to its clients runs “from the manager to the engineer all the way up to the manager to the artist,” Albareda explains, and while he’s emphatic that “in this business anybody can write a check; we can write a check,” it has helped the company compete with deeper-pocketed, more established competitors.

“They’ve bet a lot on me and will continue to do so,” says Colombian vallenato artist Silvestre Dangond, who will embark on his fifth Loud And Live-promoted tour in 2024. “We have a lot of love for each other. I feel like he’s not even my promoter because of the way he talks to me. He has created a team that’s a hybrid of who he is, with his personality, his positivity, good energy. He’s very decent and very human.”

Adds WK Entertainment founder/CEO Walter Kolm, who manages Dangond and other Loud And Live clients like Vives and Prince Royce: “Nelson is a promoter, but his advantage is that he also thinks like a manager. On top of being a hard worker and great at his job, Nelson is such a kind human, and [that] makes working with him the greatest pleasure.”

The pandemic interrupted Loud And Live’s growth, but now the company is firing on all cylinders. After orchestrating a partnership between McDonald’s and J Balvin in 2020, Loud And Live has continued connecting the restaurant chain with artists including Prince Royce, Nicky Jam and Manuel Turizo. The company’s brand portfolio now includes Pepsi, Walmart, Mattel and Michael Kors. When Becky G embarked on her first headlining tour on Sept. 14, she did it with Loud And Live as her promoter — and with a fresh Vita Coco partnership facilitated by the company. Other fall tours for the promoter include U.S. runs by Vives, El Alfa and Diego El Cigala.

With in-person concerts on pause during the COVID-19 lockdowns, Loud And Live was able to grow its content division more quickly than anticipated, and it won a Latin Grammy for its 2021 Juan Luis Guerra concert special. When Lionel Messi signed with Inter Miami CF, the soccer team (already a Loud And Live client) turned to Albareda to help roll out the superstar’s arrival — and Loud And Live assembled LaPresentaSíon, a concert featuring Camilo, Tiago PZK and more. (“All music artists look up to athletes; all athletes look up to artists,” Albareda says.)

And philanthropically, in keeping with his MO that his work place the culture, not business, first, Albareda announced a $1 million donation to the Latin Grammy Cultural Foundation late last year; the funds, to be disbursed over five years, will go toward college scholarships, grants and educational programs.

“Throughout his career, Nelson has been an avid supporter of the Latin Recording Academy and our sister organization, the Latin Grammy Cultural Foundation, donating time and resources to our events as well as engaging as an advocate to share our mission and vision with artists,” says Latin Recording Academy CEO Manuel Abud. “Among [his] greatest professional strengths are the intangible qualities that are from the heart, particularly his passion for Latin music.”

But despite Loud And Live’s success, Albareda still possesses the scrappy drive that fueled him at his Garden debut nearly 20 years ago. The father of three says he works 18-hour days, adding that his “aspiration is to be the leading Latin promoter and entertainment company in the world.” Immediately before the pandemic, Loud And Live partnered with Move Concerts, a major Latin American promoter that works across genres, to increase its presence in Central and South America, and Albareda is now eyeing expansion into Europe.

And his vision isn’t restricted to Latin music: In November, Thomas Rhett and Sam Hunt will headline the inaugural Country Bay Music Festival, Loud And Live’s first foray into the country market and an attempt to introduce a major country festival in Miami. “Country is a genre that is very similar in culture to Latin,” Albareda observes. “It’s a tight-knit community of family, core values, every song is a story — and we also know that Hispanics overindex in country music. Over 30% of country music fans in the U.S. today identify of Latino origin … My great-great-grandfather came here in 1876. Why is it that I can’t do country music?”

As he navigates a turbulent industry and the attendant pivots, Albareda returns to essential traits like perseverance, determination and trustworthiness. “We don’t sell widgets,” he says. “We sell relationships.”

Additional reporting by Griselda Flores.

This story will appear in the Sept. 23, 2023, issue of Billboard.