Live Nation’s latest initiative, “On the Road Again,” in collaboration with the iconic Willie Nelson, has been unveiled to bolster emerging artists and the vital support teams pivotal to their success.
At the heart of live music are the budding artists gracing clubs, an essential stage in nearly every musician’s career. The U.S. alone boasts 4,000 venues, with small locales hosting approximately 70% of annual shows, as reported by live music charts from Pollstar.
Yet, rising and fluctuating tour costs hit these hardworking artists the hardest. Despite the music industry’s unprecedented growth, Live Nation seeks to further aid these talented performers and the dedicated crews laboring behind the scenes.
“Touring is crucial for artists, and if we can support fellow artists, we should,” emphasized Willie Nelson, generously offering his timeless anthem, “On the Road Again,” for this initiative.
Expected to run through the year’s end, the “On the Road Again” program is anticipated to inject tens of millions of extra earnings into club artists and their crews, achieved through the following measures:
- Empowering Developing Artists:
Live Nation’s clubs are investing in budding artists by providing an additional $1,500 in gas and travel funds per show to both headliners and support acts. Moreover, these clubs will waive merchandise selling fees, allowing artists to retain 100% of their merch profits. Recognizing that touring is a pivotal part of an artist’s livelihood and travel expenses significantly impact nightly profits, this initiative seeks to ease the financial burden, enabling artists to reach more cities and fans across the nation. - Acknowledging Behind-the-Scenes Heroes:
Live Nation aims to honor the unsung heroes toiling tirelessly behind the scenes to ensure the shows come to life night after night, often with little recognition. “On the Road Again” will provide financial bonuses to local promoters orchestrating shows, tour representatives enduring life on the road, and venue crew members logging over 500 hours in 2023. - Extending a Helping Hand to Crews Across the Industry:
A $5 million donation to Crew Nation is a significant facet of “On the Road Again,” aiding crew members facing unforeseen hardships within the industry.
Michael Rapino, President and CEO of Live Nation Entertainment, emphasized their unwavering commitment to supporting live artists, especially those starting their touring journey in clubs. The goal is to make it a little easier for thousands of artists to continue pursuing their passion and connecting with their fans.
The program, “On the Road Again,” is a collaborative effort, drawing on Willie Nelson’s extensive road experience and insights from touring artists, their teams, and venue operators to enhance day-to-day life on tour. Importantly, all benefits from this initiative are funded directly from the venues’ existing earnings, without passing additional costs to consumers.
For more details on the program and a comprehensive list of participating venues, visit roadagain.live.
