Touring
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Usually when Lyle Lovett performs, the stage does not move. But the 2010 Cayamo music festival took place on a luxury liner in the Caribbean — and 14-foot waves shook him out of his usual stoicism. “I grew up being the carsick kid. Couldn’t ride in the back seat,” says the Texas singer-songwriter. “I was doing an interview with Steve Earle for his Sirius radio show [while on board], and I had to step out of the room and come back in.”
Cayamo is one of 18 festivals this year run by Sixthman, an Atlanta-based company founded in 2001 when Sister Hazel’s then-manager, Andy Levine, invited 400 of the rock band’s superfans to take over 200 cabins of the Carnival Jubilee. It ended up kicking off an appealing new concert-business model: Music cruises gave artists the rare opportunity to play intimate shows for core groups of well-off devotees — all while enjoying access to high-end meals, luxury hotel rooms and slot machines (the occasional need for Dramamine notwithstanding).
Since then, Sixthman (which is now a subsidiary of Norwegian Cruise Line) has paid hundreds of acts to perform on various cruise-ship decks — at first, late-1990s stars like Edwin McCain and Tonic; then a relatively unknown Zac Brown; then bigger names ranging from Lynyrd Skynyrd to Kid Rock to KISS to Paramore. Today, Sixthman focuses on booking veteran acts with loyal, affluent fan bases — big enough to fill a 2,500- to 4,000-passenger cruise, but generally not an arena.
Lovett is one of dozens of artists, from Broadway divas to metalheads to EDM DJs, scheduled to headline Sixthman cruises over the next year. That’s because, unlike traditional, tightly curated festivals like Bonnaroo or Coachella, the company is open to booking acts of any genre — as long as their fans can afford roughly $600 to $5,000 for a cabin over four to seven nights.
In 2023 and 2024, Sixthman’s headliners include 311 (which just finished a cruise from Miami to Mexico and Honduras), guitar hero Joe Bonamassa (whose two Keeping the Blues Alive at Sea voyages per year include a trip from Greece to Croatia in August), Stevie Van Zandt (who curated this year’s eighth installment of Outlaw Country Cruise, topped by Blackberry Smoke, Lucinda Williams and Steve Earle) and Lamb of God (which headlines the Headbanger’s Boat on Halloween, along with GWAR, Mastodon, Hatebreed and others). “If it’s a passionate community, that is an opportunity for us,” says Jeff Cuellar, Sixthman’s vp of events, community management, marketing and branding. “We’ve done our research. We know their numbers.”
Performers aboard Cayamo 2023 in February 2023.
Will Byington
Although the COVID-19 pandemic dealt music cruises a one-two punch in 2020, when both cruises and concerts were shut down, the sectors have returned to full strength. Almost every event sells out quickly, according to Cuellar; some, like the old-school hip-hop Rock the Bells festival, even before their lineups are announced.
“You’ve got a really dedicated fan at your fingertips that artists get to be in front of for three, four, five, seven days,” says Lindsey Myers, a CAA music touring agent whose team has handled cruise bookings for artists including KISS and Kesha. “They wouldn’t necessarily have the same sort of avid fan at your average festival.”
Cruise attendance in general has boomed since the lockdowns: According to the latest Cruise Market Watch report, passenger numbers rebounded in 2021 with more than 13 million (though that’s still nearly half of 2019’s pre-pandemic attendance). The top company, Royal Caribbean, recently reported that yearly revenues jumped from $1.5 billion in 2021 to over $8.8 billion last year (due to high operating expenses, the cruise line did experience a net loss of $2.2 billion in 2022). Norwegian, according to its fourth-quarter 2022 results, disclosed a higher-than-expected loss (mostly due to $13.6 billion of debt), but overall revenue was up 225%, to $1.6 billion, and revenue generated from each passenger rose 23% compared with the same period in 2019.
Joe King Carrasco on the Outlaw Country Cruise 7 in January 2023.
Will Byington
Many cruise companies have music events — Royal Caribbean’s annual ’80s Cruise starred Devo, The Church and Living Colour in March, and Celebrity Summit’s Disco Cruise recently had Kool & The Gang and KC & The Sunshine Band. But Sixthman excels at lineups that feel contemporary — not like Sailing With the Oldies. “Sixthman have really become masters at determining which artists will work and which ones won’t,” says Cory Brennan, founder/CEO of management company 5B, which represents perennial Norwegian headliners like Flogging Molly and 311. “There’s a lot of homework and research that goes into this.”
And for such headliners, a ship is one giant marketing and branding opportunity. Train, which has its own wine company, holds tastings on its Sail Around the Sun cruises; singer Hayley Williams has sold her Good Dye Young hair color on Paramore’s Parahoy! cruises in recent years; and Melissa Etheridge raised money for her charitable foundation, which supports scientific research on opioid addiction. “That’s invaluable advertising,” Cuellar says. “Now everybody who’s there is converted: ‘I’m not only a fan of Hayley, I’m going out and spreading the word.’ ”
Artists who headline cruises participate in an economic “host model” as opposed to a standard flat-fee festival model, according to Cuellar. Part of their income is usually a guaranteed payment, similar to what they might receive at any land-based event. But they might also share some of the revenue from food and alcohol sales, which is not part of the deal for most concerts and festivals.
Most music cruises offer all-inclusive meal packages as part of the cost, but attendees pay extra for what Deb Klein, Etheridge’s manager, calls “onboard revenue” — including casinos, excursions in destination cities, art auctions and alcohol. Etheridge, whose most recent Sixthman headlining date was last fall, takes a guarantee, then participates in a 50-50 “rev share” deal for the rest of her salary, Klein says. (Transporting band, crew and freight to the cruise docks and on and off ships costs artists out of pocket.) “It’s really a joint venture,” Klein says. “Believe me, it’s a lot of work. For us, it’s about the community and the connection. And the finances, too.”
A crowd-surfing fan of Jericho’s.
Troy Walsh
Overall music-cruise revenue, Bonamassa says, can be 30% to 50% higher than what a club promoter might pay for a Wednesday-night gig. So an artist making $10,000 for a dry-land festival date might make $15,000 for a cruise. (Nonheadliners’ salaries are comparable to traditional festivals, artist representatives say.) “Why does it cost more?” Bonamassa asks. “You’re doing multiple shows. You have the band and crew out there, you’re paying salaries for a week. By the time you add it all up, it’s an expensive undertaking.”
But other artist reps say expenses are low compared with traditional arena, amphitheater and festival dates. “The narrative you are going to hear from agents and managers is a justification for charging outrageous guarantees, because ‘you are locking up our band for a week and asking them to play multiple times,’ ” says Mark Willis, host partner for pro wrestler Chris Jericho’s Rock ’N’ Wrestling Rager at Sea, a Sixthman cruise that sails every January and stars Jericho’s own metal band, Fozzy. “But that agent/manager will never admit how much money their budget saves in accommodations and meals and drinks and backline and crew and staging and production and runners and bus drivers and hotels.”
Pro wrestler Jericho at his Rock ’N’ Wrestling Rager at Sea: Four Leaf Clover cruise in February 2023.
Troy Walsh
As for the cost of admission, the ticket price is in line with a Bonnaroo or Coachella VIP experience, with Sixthman more like a travel agent than a box office, helping fans coordinate advance planning for food, lodging and transportation in addition to the concerts themselves. Attendees are what land-based concerts and festivals might call “super VIPs,” Cuellar adds — they pay extra to experience artist meet-and-greets, unexpected musical collaborations and glimpses of, say, The Beach Boys participating in a Family Feud game somewhere on deck or singer Mike Love bowling (as they did on their own cruise). Lovett has spied his bandmates playing poker in the ship’s casino. Headlining artists can “curate” their own festivals, too: Flogging Molly, for its cruise in November, will offer “the only floating skate ramp that I’m aware of,” says Brennan, and during its cruise, 311 plays basketball with fans. “Every aspect of the cruise is a chance for you to be involved financially and creatively,” he adds.
When cruises restarted in mid-2021, they required proof of vaccination and conducted COVID-19 testing on board — which worked for early music-cruise headliners such as Etheridge, who was doing the same for her own shows at the time. For Norwegian, COVID-19 remains a concern: In its December financial filings, the organization predicted the virus will still have “a significant impact on the company’s financial results and liquidity.”
But from a concert-business perspective, cruise-ship life is back to normal. “For a while, it seemed like, ‘Were people going to want to do these things anymore?’ ” says Bob McLynn, whose management clients include Train. “Just like the live industry, as far as I’m concerned, it’s fully back.”
This story will appear in the April 1, 2023, issue of Billboard.
Robert Smith still hasn’t found a permanent cure for Ticketmaster’s ill-priced fees. After blasting the company earlier this month for applying exceptionally costly service charges to ticket sales for The Cure‘s upcoming tour, the frontman is now calling out the entertainment giant once again.
This time, the issue comes with the discovery of some tickets labeled by Ticketmaster as being “face value” in spite of the fact that they cost a lot more money than a standard ticket normally would, much less one supposedly charging a minimum amount. “I AM ASKING ABOUT THE WEIRD OVER PRICED ‘FACE VALUE’ TICKETS THAT ARE POPPING UP HERE AND THERE… X,” Smith tweeted on Tuesday (March 28).
For reference, one fan commented on the guitarist’s tweet with a screenshot of two “face value” tickets that cost nearly $1,400. “That’s nuts,” someone else replied to the fan. “I gave almost the same seat for Toronto and paid $160. In USD, that’s around $115!!!”
On Ticketmaster’s website, the face value ticket exchange is defined as “an artist-driven marketplace where fans can sell their tickets to other fans at face value.”
As the band gears up for its first trek in seven years, The Lost World North American Tour, The Cure had hoped to keep seat-buying fair and simple for their fans by opting out of dynamic pricing and shielding against scalpers with non-transferable tickets. But when the sale opened mid-March, customers were disappointed to find that the Ticketmaster had tacked on sky-high fees to tickets that totaled more than the price of the actual tickets themselves.
Afterward, Smith went on a similarly all-caps Twitter rant, writing that he was “AS SICKENED AS YOU ALL ARE BY TODAY’S TICKETMASTER ‘FEES’ DEBACLE” before promising to investigate what went wrong. Soon after, he took to social media again to announce that Ticketmaster would be offering refunds and lower fees.
See Smith’s tweet below.
I AM ASKING ABOUT THE WEIRD OVER PRICED ‘FACE VALUE’ TICKETS THAT ARE POPPING UP HERE AND THERE… X— ROBERT SMITH (@RobertSmith) March 29, 2023
That’s nuts. I gave almost the same seat for Toronto and paid $160. In USD, that’s around $115!!!— mejane🇨🇦🎶📈 (@mejanetoo) March 29, 2023
Rauw Alejandro sold out two in-the-round shows at Miami-Dade Arena March 11-12, moving over 30,000 tickets and more than doubling his 2022 ticket sales at the same venue, according to Billboard Boxscore. The feat highlights North America’s growing Latin touring market as an increasing number of acts across genres tour more cities, play bigger venues and sell more tickets.
The top 25 Latin tours of 2019 grossed $251.3 million and sold 2.8 million tickets, while the top 25 Latin tours of 2022 grossed $990.8 million and sold 8 million tickets (based on Boxscore’s reporting period of Nov. 1, 2021-Oct. 31, 2022). Bad Bunny, who grossed $373.5 million during that time, obviously did some heavy lifting, but he’s far from the only force driving the boom. Six Latin tours in 2022 out-grossed the top Latin tour of 2019. And even if those six tours were removed from the top 25 tally, 2022’s numbers would still beat 2019’s.
“There’s no limitation when you look at Latin,” says Hans Schafer, senior vp of Latin touring for Live Nation. “You see high-demand artists who can command high-demand tickets. You see other artists who are coming in and are offering accessible ticket prices, and people are paying them. Latin is also seeing more non-Latin fans come to their shows versus other genres.”
Likewise, concert promoters who were once only marginally interested in Latin touring, if at all, are now embracing it. Case in point: Nashville-based Outback Presents, which is entering the Latin market for the first time by partnering with Rauw’s manager, Eric Duars, and his live-entertainment arm, Duars Live, to promote Rauw’s U.S. tour.
The embrace of Latin extends to the highest echelons of the American concert industry: Coachella, long a bellwether for broader live-sector trends, booked its first Latin headliner this year in Bad Bunny, and its lineup features several prominent and rising Latin acts, from newcomer DannyLux to veterans Los Fabulosos Cadillacs.
“Latin is more mainstream now,” says CAA agent Bruno del Granado, whose client list includes Luis Fonsi and Gloria Estefan. “Everybody wants to be in Latin, not just the small mom-and-pop promoters.”
Regional Mexican music, for example, was for many years the realm of indie regional promoters. But it’s now being eyed by the likes of Live Nation, which last year presented massive tours by Los Bukis and is currently producing outings by Pepe Aguilar and Alejandro Fernández. “That music is crossing over into other communities in a way we’ve never seen before,” says Schafer.
Independent promoters see it, too. Pedro Zamora, founder of Michigan-based Zamora Entertainment, typically presents 500-600 shows each year, including club dates and casinos. This year, it will likely be between 700 and 800 shows, including arena tours by Los Tigres Del Norte and Los Temerarios, acts who a decade ago were playing festivals and rodeos. “The population has grown, and those fans are older. They’re more affluent, and they want to go to theaters or arenas,” says Zamora.
Younger fans are also flocking to arenas to see new acts like Rauw. In 2021, the Puerto Rican star was playing clubs in secondary markets like the Carolinas and Connecticut, a strategic decision that was made so he could develop stage chops and open markets. By the end of 2021, he was doing arenas. Now he’s in the midst of an 80-plus-date tour (including a 34-city U.S. leg) where the smallest venue is an 8,000-seat theater in Brazil.
“This is summer camp for everyone,” says Duars of the learning curve. “We want this to be amazing.”
This story will appear in the April 1, 2023, issue of Billboard.
As the lights dimmed for Rauw Alejandro’s sold-out show at Miami’s FTX Arena in April 2022, Rosalía — wearing head-to-toe black, eyes hidden behind enormous shades — was quietly ushered to a second-row seat. For once, the spotlight was not on the stylish Spanish artist, but on her boyfriend: a compact, wiry dynamo who, for the next two hours, steamrolled relentlessly from hardcore reggaetón to ’90s-inspired dance bops, supported by a troupe of dancers performing dazzling choreography.
“What Raúl does — sing and dance in a show from beginning to end — no other Latin artist does that,” Rosalía whispered, her voice low but bursting with pride.
A year later, the moment still encapsulates the dynamic of perhaps the most fascinating couple in music right now. Rosalía and Puerto Rican reggaetón star Rauw, both 30, have been together for nearly four years. But even as their relationship and individual careers have flourished — he was No. 3 on Billboard’s 2022 year-end Top Latin Artist chart (behind only Bad Bunny among men), she No. 14 — they’ve rarely appeared in public or given interviews together, and have yet to perform or even collaborate together. Until now.
On March 24, the duo released RR, a three-track EP that is as public and passionate a declaration of love as it gets. On the trio of songs — “Beso,” “Promesa” and “Vampiros” — both artists manage to sound like themselves, while creating an entirely different, beautifully intertwined sonic mix of techno pop with urban beats that moves from dreamy romantic to ’90s dancefloor. At the end of the recently released “Beso” video, Rosalía tearfully displays a diamond ring — confirming the two are now engaged.
Out jointly on Columbia/Sony Music U.S. Latin (Rosalía is signed to Columbia; Rauw to Duars Entertainment, which releases his music through a joint venture with Sony Music U.S. Latin), RR arrives as two of the top recording and touring acts in the world have launched separate outings. Rosalía’s 20-date festival tour, which kicked off at Lollapalooza Argentina on March 17 and includes prominent billings at Coachella and Primavera Sound, follows her Motomami world tour, which grossed $33.7 million and sold 443,000 tickets worldwide, landing her at No. 65 on Billboard’s year-end Top Ticket Sales chart and No. 7 on the year-end Top Latin Tours list, according to Billboard Boxscore.
“Rosalía is truly a global artist, and we focus on markets all over the world. Anywhere where her music is played, anywhere where there is a fan, is important to us,” says her mother, Pilar Tobella, who has always been part of her management team.
Rauw’s ambitious 80-plus-date global arena tour, which kicked off March 4 in Tampa, Fla., and already included back-to-back sold-out dates at the Miami-Dade Arena, comes on the heels of his Vice Versa tour, where he played 100 smaller shows globally between July 2021 and July 2022, grossing $24.5 million and selling 327,000 tickets across 54 of those shows.
Both artists’ growth in capacity underscores their individual appeal and the growing global appetite for Latin music. But the concurrence of their individual treks and RR’s release is a happy accident — the culmination of intense personal and artistic commitment finally ready to be unveiled.
“We wanted to make our relationship solid and build its foundations, and then, if music was meant to come, it would come,” says Rosalía.
“Plus, we were in different stages in our careers, and we wanted to make our fans focus on what we were doing, which was our individual projects,” adds Rauw. “People love drama in the entertainment world, and a romantic relationship will always take precedence. We felt if ours came to light, the effort we’ve both done toward our projects and our music would come second.”
On Rauw: Ludovic de Saint Sernin scarf and pants. On Rosalía: Ludovic de Saint Sernin coat.
Kanya Iwana
Seated side by side in matching black Gucci suits and starched white shirts, Rauw and Rosalía look, and act, symbiotic. In conversation, their speech patterns mimic their musical collaboration: They finish each other’s sentences, pick up where the other leaves off and fill the tiny pockets of breath that remain open.
“I love the absolute independence they have with their creations, their careers and their ideas,” says Sony Music Latin Iberia chairman/CEO Afo Verde, who has been close with both artists throughout their careers and who invited them to record portions of RR at the label’s 5020 recording studio in Miami. “But you clearly hear both of them in what they’ve done together.”
Rosalía has gained a cult-like following — not just for her genre-defying blending of flamenco with hip-hop, reggaetón, electronica and Latin dance rhythms, delivered with her ethereal yet powerful vocals, but also for conceptual concerts that straddle performance art and more traditional music and dance shows.
In Rauw, she has found an artistic kindred spirit, albeit one who occupies a slightly different lane. He is reggaetón to his core, but like her, he pushes his genre’s boundaries — in his case, by incorporating ’90s pop, house and club influences.
Okane coat, Phoebe Pendergast sunglasses, Marco Panconesi jewelry.
Kanya Iwana
And so, when Rauw (real name: Raúl Alejandro Ocasio Ruiz) and Rosalía finally met at a Las Vegas hotel lounge during the 2019 Latin Grammys after months of Instagram DMs, their mutual reflection of each other’s innermost artistic essence unsurprisingly sparked a romantic flame.
She wore a black Alexander Wang jumpsuit, he a blue and yellow bomber jacket; she drank water, he had whiskey. It was love at first sight, says Rauw: “100%.” Behind-the-scenes collaboration quickly ensued, with Rosalía co-writing two tracks for his 2020 album, Afrodisiaco. Still, their careers remained on separate ascending paths. On the road, Rosalía scored key marquee festival bookings like Lollapalooza and Coachella, while Rauw worked his way from clubs to theaters to his current in-the-round arena setup.
Rauw, who is more prolific in the recording studio than Rosalía, has placed five top 10s on Billboard’s Top Latin Albums chart, including 2021’s No. 1 Vice Versa. Rosalía, signed to Columbia Records, has two top 10s on the chart, but two Grammy Awards and 11 Latin Grammys (compared with his two), including two for album of the year.
Finally, last year, they began recording together. “One day, out of the blue, Rosalía sent me the three tracks, and I loved them,” says Rauw’s manager, Eric Duars, who also books and promotes his tours. “People may think it’s a couple’s project, but I see it as two artists coming together to do something very special. I’m always involved in the production of Rauw’s music, but here, they knew exactly what they wanted.”
“I think this will raise the bar for both of them across the globe,” says Jen Mallory, president of Columbia Records. “It’s not as if it was two labels saying, ‘You should collaborate.’ It’s something they did together in a very special, safe, creative space. I think there’s a beautiful symbiotic opportunity.”
As Rosalía prepares for her European tour and Rauw crisscrosses the United States, onstage appearances together seem inevitable and should be an additive for both artists: Rosalía has a bigger following in Europe and among English speakers, while Rauw is firmly entrenched in the Latin American and U.S. Latin markets. But both say their respective fan bases have gradually warmed to each other.
“Many people who only listened to you before now listen to me, and the other way around, too,” says Rosalía. Much like their music together, “It wasn’t planned, but it’s a blessing.”
You’ve jointly released music and have often prepared for your tours together. What have you learned from each other?
Rauw Alejandro: Rosi has a more solid music base than I do in the sense that I’m more extroverted in my music, but she’s far more disciplined. When you work with someone so disciplined, it’s impossible not to take something from that. And I’m disciplined, mind you; otherwise, I wouldn’t be here.
Rosalía: You are, baby.
Rauw: But she’s a freak-crazy workaholic. Piano lessons, dance lessons, voice lessons; what else can you learn when no one sings like you? At the beginning, I didn’t really get it, but after some time, I said, “OK, let me try to follow her lead and see.” And the difference is huge. If doing something is positive for her career, why can’t I also absorb that if it adds to my career?
Rosalía: You are far more relaxed. You’re someone who really lets go. It’s as if you have a lot of faith and just an organic feel. You’re always telling me to relax, to let go more. And just telling me that teaches and helps me. You balance me.
Rauw: I tell her my secrets, and she tells me hers. The same energy I put into my things, I put into hers.
Rosalía: Same.
Rauw: And we watch each other’s backs. At a visual, stage level, we share ideas; also styling, outfits. We’re two individual, independent artists, but we’re a couple. And we kind of represent each other mutually. If I’m going to go out there and do something crazy, I sometimes think, “Heck, no: I’m Rosalía’s boyfriend.” I need to raise the bar, understand? We’re taking care of our prestige and our work and ensuring it always looks the part. We motivate each other to keep rising to an infinite level.
Rosalía: For example, he’ll be out there during my sound check, and when I’m done, he’ll say, “I noticed this or that.” It’s as if he were my ears. (To Rauw) When you’re taping a video, I’m there, and I’m not there as your girlfriend. I’m literally there as the stylist or the stylist’s assistant, or whatever they need me for. I’m there because I love you and I want to help. How can I help? And if I can help being your stylist’s assistant, well, that’s what I’ll do.
Rosalía and Rauw Alejandro photographed by Kanya Iwana on February 11, 2023 at Ace Studios in Miami. On Rosalía: Gucci suit, shirt, tie, gloves and shoes. On Rauw: Gucci suit, shirt, tie, gloves and shoes, Maria Black jewelry.
Kanya Iwana
In making music, what does each of you bring to the table that the other one lacks?
Rosalía: I’m more of an overthinker in terms of the music process, and it’s helped me a lot [when doing] music with him because he’s super intuitive. His approach and his energy were especially positive to close the songs.
Rauw: Naturally, I help close the songs. Otherwise, we’d never finish. This girl is always looking for …
Rosalía: The twist.
Rauw: The twist. Rosi is very exacting. She can play anything on the piano, and I play more by ear. She has like seven doctorates in music; my doctorates are with my ears.
Rosalía: Your father, your grandfather [are both musicians]. I didn’t come from that, so I had to study. You studied, but in a different way. There are many paths to becoming a musician.
Rauw: But yeah, we complement each other in the studio. In music, we have a few different opinions, but we let each other flow.
You’ve collaborated with others. How is this different?
Rauw: In terms of collaborations, the big difference is you’re collaborating with the love of your life. At least, I am.
Rosalía: Me, too.
Rauw: That alone makes it more special, and it’s easy to open your heart because you’re with that person and the level of commitment to production and lyricism rises.
Was it scary to open up like that?
Rauw: Not for me.
Rosalía: But I understand what you mean. There was a point, for example, when I was writing “Promesa” where I wanted to make a list of all the things I wanted to do with you. And at the end, it’s like a declaration of saying, “I want to be with you my entire life.” Writing that in a way that I can look back at in 40 years and say, “I was honest” — well, that’s a challenge.
Dancing is such a big element in both your shows. What does dance mean to each of you?
Rosalía: It’s another discipline, another extension of my artistic expression. It’s something that helps me feel free onstage. I still don’t dance as well as Raúl, but I’m working on it because Raúl is a whole other level in terms of dance. I always think, “I have to try harder, I have to try harder!”
Rauw: (Laughs.) You dance well! It’s different styles. I also love watching Rosi. She’s so strong, so confident in her show. Her act is very, very heavy duty. She’s one of those people who practices seven thousand times. Rosi’s flamenco segments are very strong. People go nuts.
Rosalía: I practice twice as much as you, and you dance twice as well as I do. Even outside the scope of Spanish-language music, I don’t think anyone does it like you.
Can each of you describe your touring trajectory? How did you begin?
Rauw: I began in clubs, then festivals, then theaters, then small venues and then arenas and now stadiums. And it was all in the Latin circuit, until my [2021] album Vice Versa, which allowed me to tour big venues in the U.S. for the first time. A big departure for me was playing [four sold-out dates] at el Choliseo [Coliseo de Puerto Rico in San Juan] in 2021. It was my first arena, and everything changed after that. Expectations grew, and the perception was immediately different.
Has your audience changed?
Rauw: They’re mostly Latins. But here in the U.S., they’re Latins who speak English. They listen to music in Spanish, but they converse in English. I hear it when my videographers film the crowds here in the U.S. That says so much about the popularity of Spanish-language music.
And you, Rosalía?
Rosalía: Bars. Bars. I started in bars. Then theaters, then arenas and festivals. Arenas only in my country, and at the same time, I was playing festivals around the world.
Rauw: You’re always most popular in your own country. And then the goal is to conquer other places little by little. Used to be I could fill an arena in Puerto Rico but not in Texas. Then I could do New York, but not Ohio. Then, all of a sudden, all you play are arenas.
Ludovic de Saint Sernin coat, Cruda Shoes.
Kanya Iwana
How did you conceive your current tours?
Rauw: My tour changes every year as I learn more as an artist, just as my recordings change. When I went into the studio to record Saturno [released in November 2022], I was thinking about the tour, and I began to plan musically around that. That’s something I didn’t do before. This project is very focused on dance and on musical energy because everything is very upbeat. Obviously, there are a few ballads inside the album, and I’ll sing some of my old hits, but the tour’s backbone is [that feeling of] “Let’s go crazy!” More uptempo, very ’90s. There’s a visual element, but this is a 360 show, so the focus is on the center and on the lighting.
Rosalía: I try to make every tour different. I start with the music; that’s the axis of everything. But at the same time, everything is connected. Everything feeds on itself. There are choreographies that lead me to make different music or music that I develop thinking about a choreography. Music is the spark, but the show gets created from many different points.
What can you tell us about your upcoming shows?
Rosalía: In some ways, it will be similar to Motomami because a lot of the music is electronic, so having musicians onstage is not necessary nor does it make sense. Plus, I very much like the stage as a canvas for movement. That’s where I’m motivated now.
It’s interesting: Both of you are musicians’ musicians, but you’ve opted for more of a spectacle route.
Rosalía: It depends on the projects. If this were like my first album, which was voice and guitar, this staging wouldn’t make sense. There is no better or worse. Sometimes people have prejudices [about] if having musicians is better or not. Joder, I’m singing for an hour and 50 minutes; I’m playing the piano, I’m playing guitar. I think there’s enough music.
Rauw: I, on the other hand, come from a sports background. I’m a soccer player, and that really defined me. Athletes can play at their peak usually up to when they’re 33, 35, because it requires a lot of physicality. I can do these very physical and taxing tours now when I’m young. I don’t think I can play this type of tour when I’m older. I still have time to play concerts with a full band, a little more chill, a little more musical and project another vibe.
As you embark on new tours, what’s one word that describes each of you onstage?
Rosalía: Freedom.
Rauw: Beast mode.
Most people may not realize just how physical both your tours are. Rauw, when I walked in today, you were massaging your shoulders with your Theragun, and you’re still in rehearsal mode. How do you prepare? Do you train together?
Rauw: We have different routines because our bodies are different and our objectives are different, but cardio is always in there. Actually, at this stage [with the tour about to start], I do less cardio because there’s a lot of dancing onstage. We rehearse from 9 a.m. to 10 p.m. every single day, with a lunch break. And I travel with a physio[therapist] and a chiropractor.
Rosalía: We also train together at the gym. We combine HIIT and cardio workouts. I train five, six days a week from approximately 10 a.m. to 6 p.m., and then I stay till about 10 p.m., making music. I rehearse between five and six months for a tour, but if it were up to me, I’d prep a whole year.
Rosalía, how different is it to play European countries versus Latin America?
Rosalía: I don’t change the show. When all is said and done, a stage is a stage. The way I approach that stage, how sacred that stage is for me, never changes, no matter where I am, big or small. [Audience-wise], there are cultures who demonstrate their appreciation in different ways; some are louder, some are more internal, but that doesn’t mean it’s worse or better. It’s simply different, and I try to always be generous onstage.
So even though your tour is very rehearsed, you take liberties?
Rosalía: There’s improvisation, 100%. That’s the magic.
Rauw: Always.
Rosalía and Rauw Alejandro photographed on February 11, 2023 at Ace Studios in Miami.
Kanya Iwana
In the past three years, do you see a difference in the reaction and perception of Latin tours and music in Spanish?
Rosalía: People are very receptive to music in Spanish. You see its presence around the world, even in festival headliners.
Rauw: The movement has grown so much that today we can tour places we wouldn’t have been able to before. Reggaetón is my base, and countries like Germany and Holland were not available to us before.
Your tours look expensive.
Rosalía: To me, the audience’s experience is more important than the numbers. It’s something I apply to the way I make music and to how I build the tour and a show. Making the show as exciting as possible is more important than being profitable. Plus, people may think artists make lots of money on tours, but many times, you have to invest. Something that looks profitable may not be.
Touring is hard. How do you cope with the challenges of tour life?
Rosalía: Notwithstanding the joy and goodwill, and the love you get from fans, it’s very draining. It’s like constantly building and destroying your home. You arrive at a hotel, you organize everything with all the care in the world, and the next day, you have to dismantle everything and leave. Being a nomad isn’t easy psychologically or emotionally. But it helps me a lot that you and I speak so much over FaceTime.
Rauw: I try to think about the future and be as positive as possible within the sacrifices we make. We’re human. There are days when you really don’t want to do it; you feel that pressure. But thinking about the future helps me: There’s one life to live, it goes by fast, and this is only one little sliver of my life where I’ll be able to enjoy this. Afterward, the cycle of life will take us to another stage, and someone will be in this place, touring and living the moment. I’m just trying to enjoy it to the fullest because it’ll go by fast.
You’re both in such a good moment in your careers. What will happen when one of you is up and the other is down?
Rauw: When I met Rosi, she was positioned much better than me, and that was never a problem.
Rosalía: I’m lucky to be your partner, and I want to be there for you, sabes? And I feel you’re there for me, independent of the careers. For me, our relationship is first, and then there’s everything else. Of course my career is super important in my life, but at the same time, in my life, you’re my companion, and everything else comes second.
This story will appear in the April 1, 2023, issue of Billboard.
Sixty miles outside Taking Back Sunday‘s gig at the Mohegan Sun Arena in Uncasville, Conn., last July, the alt-rock band’s driver woke up and informed tour manager Andrew Sprague: “Bus can’t move.” The bus company’s fleet was too depleted to supply a backup, so Sprague spent a day securing transportation for 12 musicians and crew, some of whom hitched a ride on touring mate Third Eye Blind’s bus.
But 2023 is different, Sprague says: “Fingers crossed, everything’s moving a little bit better.”
Personnel shortages and supply-chain issues continue to plague the touring industry, but as 2023 shapes up to be a gigantic year, with stars like Taylor Swift, Drake, Beyonce, Bruce Springsteen and The Cure selling out shows, bands and managers are noticing an economic tension release from the COVID-19 pandemic. “It’s been full-tilt since April of 2022,” says Brent Dannen, studio general manager for Rock Lititz, the 96-acre Pennsylvania campus where artists rehearse and prep for major tours. “Certain supply-chain issues are not like they were pre-pandemic — we’re not back to that yet. But they have improved since this time last year.”
Robert A. Roth, a rental representative for Christie Lites, the lighting company that works with stadium stars such as Bad Bunny and Karol G, is even more upbeat, although he acknowledges freight costs remain “elevated” above 2019 levels. “If somebody’s looking for a doom-and-gloom outlook, you need to look somewhere else,” he says. “Are things more expensive than they used to be? Yes. Demand is high. Challenges remain. [But] things are improving.”
One reason for concert-business optimism is that touring artists, crews and vendors have adapted to challenges like bus-driver shortages and being forced to procure hard-to-find parts from international factories.
Hemphill Brothers, the Nashville bus-rental company that specializes in concert tours and has worked for artists like Janet Jackson and Mötley Crüe, spent the past year and a half training 60 full-time drivers and stocking up on hard-to-find tires. And bands have learned to book buses farther in advance than usual, sometimes 14 months before a tour begins. “In ’21, we were doing a lot of things for smaller acts,” says Joey Hemphill, Hemphill Brothers’ co-owner, chairman and treasurer. “Now the monster tours are back.”
Finding qualified tour personnel remains a struggle. John Benjamin “JB” Brubaker, lead guitarist for August Burns Red, says a key lighting director recently departed the band’s tour for “some bigger accounts,” but they were able to find a replacement. Michele Abreim, who manages Pierce the Veil, adds that the metal band has given raises to all of its crew members since a tour last September, with high-demand guitar and drum techs being especially expensive. “Normally, our crew is with us a longer period of time before we give pay bumps,” she says.
Rhino Staging, which supplies thousands of staff and crew for live-entertainment events, has aggressively trained workers over the past two years. According to CEO Jeff Giek, it’s still challenging to find people for specialized concert-production work like stage rigging – but new employees are slowly filling the spots. He adds that Rhino has turned down more work over the last 18 months than it has in the last 30 years, but that tours have not had to scale back dates or production due to lack of personnel. “There’s some sex appeal to working in the music business. We’re better off than some of the other industries — I have friends who have cleaning businesses or are in the restaurant business, and they’re really struggling,” Giek says.
Bands are still frustrated that supply-chain issues, due to lingering pandemic shipping delays and factory shutdowns after the Russian invasion of Ukraine, still translate into parts shortages. August Burns Red’s lighting fixtures require cooling fans that have been on back-order for weeks: “It’s just dead equipment sitting in the back of the tour bus,” Brubaker says. Pierce the Veil ordered new guitar cases months ago, but they won’t be ready for the band’s tour, which begins later this month in Mexico. “We’ll sometimes start a tour without everything we need,” Abreim says.
Some economic, logistical and emotional issues remain insurmountable for touring acts — especially in Europe, which, Brubaker says, is “extremely expensive” given high oil and gas prices. “It’s definitely still an issue,” adds Bob McLynn, who manages Miley Cyrus, Green Day, Fall Out Boy and others. “Costs are very high. It’s more difficult than it’s ever been. We had an act do a sold-out theater tour [in] Europe, came back, $60,000 loss on the tour. It’s brutal.”
Lorde, one of McLynn’s clients, wrote last fall of “truly mind-boggling” freight costs, crew shortages, overbooked trucks and other factors that created an “almost unprecedented level of difficulty.” Still, Lorde’s own international tour, which began last April, has achieved what McLynn calls her “greatest success ever, as far as ticket sales.” For 2023, many artists playing top venues say they’re seeing similarly high numbers, including rapper Key Glock, who has sold between 48,000 and 60,000 tickets for a tour of mid-size theaters that started in early March.
“It’s almost 100% back to normal,” says Kyle Carter, Key Glock’s agent. “You’re seeing a lot more of these bigger shows go out — the Beyonces, the Drakes. They’re able to do the shows they want to do. It’s easier to find buses. It’s easier to find equipment we need.”
Ticketmaster has rolled out crypto wallet integration for Avenged Sevenfold’s upcoming tour, allowing NFT holders from the heavy metal band’s fan club — Death Bats Club — to get priority access to tickets and reserved seating with no queues.
Fans have already used the feature to purchase tickets for events at New York’s Madison Square Garden and The Forum in Los Angeles ahead of the general public. Now the initiative will now go live for the rest of the dates available on Ticketmaster. “We have integrated Death Bats Club into Ticketmaster,” confirmed singer Matt Sanders on Twitter, “assuring that fans get the best tickets at the best prices without bots, scalpers and long wait-times.”
Shadows was instrumental in pushing the Ticketmaster integration forward, and has been an early advocate for NFTs and Web3. The band launched the Death Bats Club in 2021 — a collection of 10,000 NFTs with unique visual traits that unlock real-life perks such as care packages, meet-and-greet opportunities, and now early-access ticketing.
Ticketmaster has already issued more than 5 million NFTs as commemorative tokens for major events including the Super Bowl, but this is the first token-gated integration for purchasing tickets directly. Currently it is a pilot program but may roll out to more artists based on demand. “Avenged Sevenfold used the capability to offer first access to tickets, but there are a variety of ways it can be used by artists in the future,” said David Marcus, Ticketmaster’s executive vp of global music, in a statement. “From unlocking premier seats to special experiences like sitting in on soundcheck.”
Ticketmaster’s token-gated sales are currently compatible with tokens minted on Ethereum and stored in dapp wallets, such as MetaMask or Coinbase.
“Token-gated ticket sales are available as part of our expanding Web3 services and other features that help artists set their own terms on how tickets get to fans,” said Marcus. “Any artist who is minting their own NFTs or partnering with another independent community can explore with token-gated ticketing now.”
This marks the latest mainstream Web3 wallet integration after Spotify recently launched token-gated playlists as a pilot feature with several NFT projects including KINGSHIP and Overlord. Holders can connect their wallet and listen to exclusive playlists curated by their communities.
The Web3 fan club model — such as Death Bats Club — has emerged as a resilient use-case for blockchain technology even as the hype around NFT trading fades. Artists such as The Chainsmokers, Steve Aoki and Portugal. The Man have found token-gated communities as a way to engage more closely with their biggest fans and deliver exclusive perks and content.
For example, Chainsmokers host a Discord community open only to NFT holders where the duo regularly talk directly with their fans and offer meet-and-greet exclusives. Steve Aoki launched the “Aokiverse” NFT club with six different levels of ownership offering discounts and backstage access. Santigold, Tycho and Sigur Ros have all launched free Web3 fan clubs using a white label tech platform called Medallion where fans get first access to exclusive content.
Missed out on a chance to score tickets to John Mayer‘s 2023 solo acoustic tour? Fans are in luck, as the musician announced on Monday (March 26) an extension of his current trek into the fall, with a series of additional dates across the United States.
“Announcing new fall dates for the Solo tour. As a dear friend once told me, ‘never block a blessing.’ Something very special is happening out here and I want to keep it going – It’s too good for my soul. Thank you for making it such an incredible run so far,” Mayer shared on Instagram, along with the new dates included on a poster.
The fall leg of Mayer’s Solo tour will kick off on Oct. 3 at New York City’s famed Madison Square Garden, and will make stops in Boston, Philadelphia, Chicago, Atlanta, Nashville and more before concluding on Nov. 10 at the Kia Forum in Los Angeles. JP Saxe will be the special guest for the new dates. “Deeply overjoyed we get to keep doing this. thx for bringing me along,” Saxe commented under the tour announcement.
The “Daughter” singer’s post also included details on how fans can buy tickets. “Tickets go on sale to the public Friday, March 31 at 9 AM local time,” he shared. “An exclusive fan presale will be available starting Wednesday, March 29, at 9 AM local time and end Thursday, March 30, at 10 PM. Sign up to access your unique presale code now at johnmayer.com. UK and Europe dates coming soon.”
See Mayer’s announcement, as well as the full list of tour dates, below.
The Four Chord Music Festival is back with the announcement of its 2023 lineup, which will bring a stacked roster of punk and indie bands to Western Pennsylvania’s Wild Things Park on August 12 and 13 for a two-day, DIY celebration from across the punk rock spectrum.
This year’s headliners include Yellowcard — performing their 2003 album Ocean Avenue in full — as well as Taking Back Sunday, The Gaslight Anthem, The Interrupters and Alkaline Trio. Also on the bill are Andrew McMahon in the Wilderness, Waterparks, The Maine, Streetlight Manifesto, Face To Face, American Football, Magnolia Park and more.
“I started the festival because I got frustrated with some of the politics behind getting on tours,” says festival founder Rishi Bahl, a touring artist and college professor who first launched Four Chord Music Festival in 2015 as a local punk rock event in a 1,500-capacity club. Since then, the festival has grown into a massive stadium-sized two-day destination event featuring the punk scene’s biggest and brightest — while keeping its independent DIY roots intact.
“We have some of the lowest ticketing fees in any festival of this size in the whole United States,” says Bahl, noting that Four Chord uses the ShowClix ticketing platform. “We control the cost of beverages. We don’t price gouge for alcohol. We don’t price gouge for food. We have 30 and 50 local vendors on site. We have a DIY rate for small, independent companies, and we have a higher rate for more corporatized companies.”
Booking Yellowcard is a return to Four Chord’s roots, adds Bahl, noting that the band headlined the festival in 2015 before breaking up shortly afterward. “When we heard they were getting back together to play a big Ocean Avenue tour, we wanted to be a part of it,” he says. “If you grew up in the early 2000s and were in the punk rock, pop punk, emo scene, that was a seminal record.”
The festival is split into two days — a pop-punk emo day and a punk rock day — and there are no conflicting sets happening that will see one artist playing at the same time as another.
“Everything we do is focused around making it a good experience for the fans and the bands, without making it cost prohibitive,” says Bahl. “I put this festival on each year knowing what it is like to be a kid on a tight budget and we go out of our way to make sure the festival stays affordable and carries on the DIY tradition.”
Single-day general admission tickets for the festival start at $94, while single-day VIP tickets are priced at $196. More information and tickets can be found at www.FourChordMusicFestival.com.
So far this year, much of the discussion around the touring business has been about ticketing, with high-profile tours by the likes of Taylor Swift and Drake putting Live Nation and Ticketmaster in the spotlight. But underlining that throughline is one undeniable fact: three years on from the onset of the pandemic that shut down events across the world, the live music business is fully back, with the biggest stars in the world hitting the road for their first outings in years.
That has meant that all facets of the touring business are once again operating at full speed. Or, as UTA partner and music agent Mike G puts it, “Post-pandemic, the live business has been on fire.”
The longtime agent would know. This year, he’s booked a series of major tours and shows for some of the biggest acts in multiple genres, including Lil Wayne, Romeo Santos, Wizkid and The Kid LAROI, each with some significance: Wayne’s charting an underplay in anticipation of a broader tour around his upcoming album Tha Carter VI; Santos is playing stadium dates in four cities, almost a decade after he became the first solo Latin artist to sell out Yankee Stadium; Wizkid has a headlining arena tour on the way, after he became just the second Nigerian artist to sell out Madison Square Garden in November; and The Kid LAROI kicked off a college tour of secondary and tertiary markets this week. And all that activity has helped earn Mike G the title of Billboard’s Executive of the Week.
Here, he talks about the strategy behind several of those outings, as well as the difficulties and opportunities that have arisen as the pandemic increasingly appears to be in the rear view mirror. “[The pandemic] created a demand,” he says, “and the live industry is healthy.”
This week, The Kid LAROI kicked off his college tour in Syracuse, New York, one of a number of big tours you’ve locked in in the last few months. What was the strategy behind this one in particular?
The strategy behind touring these college towns was to touch a significant fan base for LAROI in secondary and tertiary markets. The idea of going on a reputable college tour hasn’t been executed since Jay Z. So, we saw an opportunity to continue to build his live business with this run and market it in a specific way. The pop-up pep rallies on the day of the show have been a special touch by LAROI to connect with his fans on campus.
You also booked the upcoming Lil Wayne tour ahead of his next album, which sold out in presale and moved 70,000 tickets with a mix of theaters and arenas. What goes into the routing of a tour like this for a superstar like Wayne?
The idea behind Lil Wayne was to create an intimate touring experience for his fans by playing at venues like the Wiltern in Los Angeles and the iconic Apollo Theater in New York. The concept of playing these rooms was to leave tickets at the door for his more extensive run in the fall while pre-promoting Tha Carter VI with this tour as a marketing vehicle. It is an understatement to say this has played out the way we wanted it to. This tour will be such a great experience for the fans.
Last November, Wizkid became the second Nigerian artist to sell out Madison Square Garden, and now he’s set for an arena tour later this year. What do you see as the touring market and possibilities for afrobeats artists in the U.S.?
The possibilities will be arena and amphitheater tours with afrobeats artists as well as headlining crossover festivals. The potential is unlimited in the live space and we’ve seen such incredible success with WizKid being on the forefront and one of the very few artists leading the movement in the U.S.
In 2020, you guys signed Romeo Santos, his first time signing with a major agency. How did you convince him to come aboard?
The signing of Romeo Santos in 2020 was one of the most significant signings for our department. We presented the full-service models that we live by at the agency. Touring is an artist’s most important revenue generator, but in conjunction with live, the thought was, “Let’s build out other untapped business areas.” Film, TV, digital and brand opportunities should be part of those daily conversations. That generated Romeo’s interest and, ultimately, led him to signing with us. It’s about everything we can deliver, not just touring. He wanted to build out a 360 business in all areas of entertainment.
This year, he’s doing stadium shows in four U.S. cities, just shy of a decade after he became the first Latin artist to ever sell out Yankee Stadium. What continues to make him such a big draw?
His loyal fan base and consistency in delivering fantastic music and a spectacular live show. Romeo took Bachata music to new heights. He revolutionized and modernized the genre.
What goes into booking artists of all sizes in the right venues — especially those artists who may have emerged during the pandemic, and don’t have much of a touring history, if any?
We study and understand where that artist is in their career. For some acts, we can gauge and see if playing a 500-cap room is the right step to begin their touring career in the major markets. Finding the right support slot on tour for other acts can expose the artist to new fans and build a base. Each artist is different, but you must be strategically aggressive and not afraid to lose to make a live career.
How has the touring business changed as the world emerges from the pandemic? And how has it changed how you do business?
Post-pandemic, the live business has been on fire. It created a demand, and the live industry is healthy. The business will continue to thrive, but being conscious of ticket pricing will be instrumental in our current economy.
Previous Executive of the Week: Jesús López of Universal Music Latin America
Immersive audio has been available in the live sector for about a decade now, but growing interest in spatial audio is fueling increased demand from artists and their creative teams to find money and physical space to deploy the technology at concerts.
That includes global superstar Adele, who wraps up her “Weekends with Adele” residency at The Colosseum at Caesars Palace this Saturday. After a brief demonstration in London, Adele and her creative team decided to use L-Acoustics’ L-ISA system for the high-profile residency, creating an ideal showcase for journalists, creative teams and other music executives to hear the system’s “hyper real sound,” as L-Acoustics sometimes calls it, and how it compares to traditional stereo sound.
“In a traditional stereo show, the sweet spot for sound as a mixer is probably pretty small,” explains Jordan Tani, project and technology marketing engineer for L-Acoustics, during a pre-show front of house tour of the Colosseum. In many venues, “the sweet spot” where the audience can fully capture the audio mix is as little as 5% of the venue. But immersive audio systems significantly expand the coverage area of a venue to more than 90% of the audience, thanks to innovations in loudspeaker configuration, algorithmic sound mapping technology and the processing power of the human brain to quickly calculate differences in time and amplitude to determine a sound’s location.
When delivered correctly through high-end lateral and overhead speakers, L-ISA creates a 3D soundscape that more evenly distributes audio to the audience and gives certain sound objects a distinct spatial position.
“And by having this type of coverage and this resolution, we can now pan things around, give spatialization, and give the instruments and the sounds, their appropriate space,” Tani says. “Immersive sound ensures all sounds are heard the way the artist wants them to be heard, not matter where the audience member is sitting.”
For Adele, that means the sound of her voice naturally moves with her as she walks around the stage and the venue, while greeting fans. It also gives her front-of-house engineers a chance to build impressive crescendo moments into her songs. As more instruments and audio elements are added, the soundscape is widened and given more depth, slowly immersing the audience for each track’s big musical moments.
For L-Acoustics, the pioneering sound company launched in France in 1984 and now headquartered in LA’s Westlake Village, The Coliseum is the most high-profile use yet for L-ISA. L-Acoustics is one of the largest premium loudspeaker and pro audio companies in the touring industry and one of only a few manufacturing complete audio systems for immersive sound at live entertainment venues.
The company’s founder Christian Heil is credited with inventing the modern line array, a system for stacking speakers familiar to live music fans used to seeing large, curved vertical arrays of loudspeakers hanging from the stage grid. Heil — a partial physicist and fan of Pink Floyd in the 1970s and 80s who wanted to improve the sound quality of the gigs he was attending in Europe at the time — noticed that many venues and sound techs tried to make up for sound coverage issues at concerts by increasing overall power, making it much louder in the front section than the rear. In 1992, he discovered that stacking speakers of the same frequency at a slight angle greatly expanded sound coverage, without additional power requirements, and gave way for a much more even listening experience from front to back.
Today, most loudspeaker companies have adopted the line array model into their touring systems, while the team at L-Acoustics have continued to innovate and develop new methods for how sound is delivered to an audience. Beginning in the early 2010s, the company began experimenting with immersive audio and object-based sound mixing, paving the way for the launch of L-ISA in 2016.
In order to expand adoption of the technology, L-Acoustics CEO Laurent Vaissié says the company has shifted its marketing and educational efforts away from production managers and front-of-house engineers toward artists, musical directors and sound designers that have creative input for a show.
“L-ISA opens up the creative process and you can see that with Adele show,” says Vaissié. “There are creative decisions that need to be made in terms of how the music should be heard. Is her voice front and center? Who wide do her backup vocals need to be? These are decisions increasingly being made by the creative director, the musical director, and sometimes even the artist themselves.”
By engaging directly with the creative teams, L-Acoustics has expanded the number of contemporary artists using its immersive technology, signing up Bon Iver, Odesza, Katy Perry, Lorde and more.
“It’s a slow burn,” says Vaissié who estimates that about 10% of the tours that work with L-Acoustics are now using L-ISA. In five years, he believes that immersive audio will account for 20-30% of his company’s business.
The challenges of building the system, which costs about 20% more than non-immersive products, are expected to improve as L-Acoustics shifts to a lower cost licensing model charging users based on how they use the system, lowering costs for smaller productions. He also added that the necessary gear is getting smaller and lighter, taking up less real estate on stage.
“And most importantly, fans are demanding it,” Vaissié says. “Once a fan hears it at one show, they come to expect it at other concerts they attend. Fans pay a lot of money for concert tickets, and they want to have the best experience possible.”