Live Nation‘s artist support program, On the Road Again, has been extended through 2024, providing much-needed financial help to developing musicians on tour.
The program, launched in fall 2023, supports support developing artists and touring crews. It provides financial assistance and recognition in several ways including offering $1,500 in gas and travel money for each show played at a participating Live Nation club, on top of their regular nightly performance compensation, and waiving merchandise selling fees at Live Nation clubs, allowing artists to keep 100% of their merch sales profits.
The program also distributed special bonuses to touring crews and venue crew members that have worked over 500 hours in 2023. Live Nation created the program with the legendary Willie Nelson, whose 1980 track On the Road Again, lent its name to the venture.
“Our goal was to make touring a little easier and we’ve accomplished that night after night for over 4,000 artists, with more on the way,” said Willie Nelson.
“Our goal was to make touring a little easier and we’ve accomplished that night after night for over 4,000 artists, with more on the way.”
Willie Nelson
Live Nation revealed on Tuesday (March 12) that the program has so far distributed “tens of millions of dollars” to over 4,000 artists and counting, and distributed special bonuses and elevated club staff to a $20 minimum wage in recognition of their support to developing artists.
The program has also donated $5 million to Crew Nation to support crew across the industry, according to the official website for On the Road Again.
Michael Rapino, President and CEO, Live Nation Entertainment, said, “We’re proud to keep On The Road Again rolling strong. Supporting club artists strengthens the future of music.”
Live shows are a vital income source for artists, often comprising the bulk of their earnings, noted Live Nation. While the live music scene is thriving, rising tour costs can strain budgets, especially for developing artists who strive to keep ticket prices accessible, the company added.
“We’re proud to keep On The Road Again rolling strong. Supporting club artists strengthens the future of music.”
Michael Rapino, Live Entertainment
On the Road Again is a collaborative effort, drawing on Willie Nelson’s experience and feedback from artists, crews, and venue operators to address the everyday challenges of touring. All program benefits come from existing venue revenue, with no price hikes for concertgoers, the company explained.
A full list of participating venues can be seen on the program‘s website.
Live Nation is capitalizing on the surge in live music attendance following the pandemic. The company reported a stellar year in 2023, with overall revenue jumping 36% YoY to reach $22.7 billion. Ticketmaster, Live Nation’s ticketing arm, also saw impressive growth, with revenue climbing 32% YoY to $2.9 billion.
Live Nation has earmarked $300 million this year for new venues and renovations to its existing stock.
“And about half of that, about $150 million, is our top four projects, [which] would include a major revamp of Foro Sol, which is the top international stadium in the world, down in Mexico City,” Live Nation President and CFO Joe Berchtold said during an earnings call.
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