Live Nation has introduced “On The Road Again,” an innovative initiative developed in partnership with the legendary Willie Nelson, aimed at bolstering emerging artists and the essential teams that stand behind them
Emerging artists who perform in clubs constitute the backbone of the live music scene, with nearly every artist having passed through these intimate venues at some point in their careers. According to Pollstar’s live music charts, there are approximately 4,000 venues in the United States, with small venues hosting approximately 70% of all shows annually. These diligent artists are often the hardest hit as tour expenses continue to rise and fluctuate. Despite the music industry’s remarkable growth, Live Nation is committed to further supporting the live music careers of these exceptionally talented artists and the dedicated crews working tirelessly behind the scenes.
“Touring is important to artists so whatever we can do to help other artists, I think we should do it. This program will impact thousands of artists this year and help make touring a little bit easier,” said Willie Nelson, who generously provided his famous hit song “On The Road Again” as the anthem for the program.
Through the remainder of the year, the “On The Road Again” program anticipates injecting tens of millions of dollars in additional earnings into the pockets of club artists and their crews through the following means:
Financial Support: All Live Nation clubs are making substantial investments in emerging artists by offering $1,500 in cash for gas and travel expenses per show to both headliners and support acts. This financial assistance comes in addition to the nightly performance compensation artists receive. Recognizing that travel expenses often erode a significant portion of an artist’s nightly profits, Live Nation‘s contribution aims to alleviate this financial burden, making it easier for artists to tour extensively and reach their fans in various cities across the country.
Merchandise Profits: In another significant move, clubs are eliminating merchandise selling fees. This means that artists will retain 100% of the profits from their merchandise sales. This decision aims to empower artists to maximize their earnings from merchandise, which is a crucial component of their livelihood on tour.
Supporting Behind-the-Scenes Heroes: The “On The Road Again” program is also committed to acknowledging the often unsung heroes who work tirelessly behind the scenes to make live shows happen. This includes providing financial bonuses to local promoters who play a vital role in show execution, tour representatives who spend their lives on the road, and venue crew members who have logged over 500 hours of work in 2023. These contributions serve as a token of appreciation for their invaluable contributions to the live music industry.
Charitable Donation: To further solidify its commitment to the live music ecosystem, “On The Road Again” will contribute $5 million to Crew Nation, a charitable fund that supports industry crews facing unforeseen hardships. This contribution will aid the backbone of the live music industry during challenging times.
“Delivering for live artists is always our core mission,” said Michael Rapino, president and CEO of Live Nation Entertainment. “The live music industry is continuing to grow and as it does, we want to do everything we can to support artists at all levels on their touring journey especially the developing artists in clubs. Like Willie says, this is all about making it a little easier for thousands of artists to continue doing what they love: going out and playing for their fans.”
“On The Road Again” is the product of a genuine collaboration, drawing insights from Willie Nelson‘s extensive experience on the road and incorporating feedback from touring artists, their teams, and venue operators. Importantly, all the benefits offered by “On The Road Again” will be funded directly from the existing earnings of the venues, ensuring that there are no additional costs passed on to consumers. This initiative underscores Live Nation‘s commitment to nurturing emerging talent and sustaining the vibrancy of the live music scene.
For more information on the program and a list of participating venues, visit roadagain.live.
Excited to launch the #OnTheRoadAgain program today with @WillieNelson to support artists out on the road playing music for their fans. More info here https://t.co/uiFBmI9Bkm pic.twitter.com/012BbW0vUt— Live Nation (@LiveNation) September 26, 2023