Leadership / 02.24.21

The New Normal: Agents, Promoters Hurry and Wait as 2021 Concert Season Takes Shape

Access Staff

Pollstar (02/12/21) Borba, Ryan

Touring artists are eager to revive the concert business in the midst of the pandemic, but the exact timetable remains an unknown factor. "There's going to be changes to how the business is operated as a whole, in terms of safety and health protocols, for not just the working and touring personnel but the people coming to shows," said Joe Litvag at Danny Wimmer Presents. "I think anybody envisioning that whatever this virus is or will morph into being gone forever is probably kidding themselves." Litvag's cautionary attitude seems counter to his firm's 2021 touring plan, which includes major outdoor events like Kentucky's Louder Than Life in September, California's Aftershock in October, Florida's Welcome To Rockville in November, and a presence at Ohio's Inkcarceration Music & Tattoo Festival in July. "We feel bullish on the fall and knew we wanted to bring some of them back, but had to be selective about which to focus on for 2021 and which we just wait on 2022." Litvag explained. With COVID-19 vaccination rollouts underway, the approval of a federal relief package, and numerous markets opening or reopening in various stages, concert organizers are planning events convinced of the ability to scale up if things improve. "In standard tour routing, you choose target markets and identify venues in each market," said CJ Strock with MINT Talent Group. "For social distancing touring, you're finding a promoter or venue partner first — one that's in the social distancing business — and then you take the city that venue is in and route the tour."

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Tags: Music , News , COVID-19 , Coronavirus