Adding Transparency to a Critical Process: Madonna, Alicia Keys Take The Concert Biz On Test Drives
It would not surprise me if many people who went to their first concerts in the 1970s or earlier remember being taken aback the first time they saw a corporate sponsor on a bill. Case in point: the Who on their alleged final trek under the sponsorship banner of Schlitz. It was not the quality of the product that troubled music fans, it was the idea that an entity not in the business of concert promotion was now involved in a show, forcing its agenda, possibly stealth-like, and somehow tampering with the fans’ altruistic idea of the performer.
Twenty five years later and distrust out the door: We’re shocked when there is not a sponsor listed on the ticket along side the name of the promoter. Oddly enough, this week saw two events that may well become new models for the concert business and I’m not sure if the one that involves just the standard promoter is the safer bet for consumers.
First, Alicia Keys came to Los Angeles on a tour overseen by Lexus. Not Lexus and a promoter, just the car company. Call it subliminal propositional marketing: You came for a concert, but you need a car and if you can afford these tickets, you might well soon want a bit of affordable luxury in your next vehicle. Care to test drive an ES or IS?
On Thursday Madonna announced her first tour with Live Nation under her 10-year, $100 million pact with the concert promoter. The dates themselves were of paramount concern, but deep in the details on the trek was a note that can be translated thusly: In Europe, Madonna and Live Nation are in bed with a company that facilitates the resale of concert tickets, aka, the secondary marketplace. It’s not scalping per se, just a facilitator of the resale of tickets, most likely at a price significantly above face value.





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