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Live Nation Extends “On The Road Again” Initiative

Published / Thu 14 Mar 2024

Live Nation Extends

Photo: Live Nation Extends “On The Road Again” Initiative  /  Credit: Live Nation

Live Nation has confirmed the extension of its “On The Road Again” initiative through 2024. This program, initiated by the world’s largest live music promoter and owner of Ticketmaster, eliminates the requirement for club-level performers to share a percentage of their merchandise sales with the company at its venues.

Additionally, it provides artists with an additional $1,500 to assist with fuel and travel expenses, in addition to their regular performance fees.

Willie Nelson Speaks On Live Nation

Willie Nelson commented on the program’s objectives and outcomes, stating, “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.”

According to the program’s reports, it has distributed tens of millions of dollars to over 4,000 artists so far, with no specific endpoint defined for the initiative.

Additionally, the initiative has taken steps to improve conditions for venue staff, including increasing the minimum wage to $20 and issuing special bonuses, acknowledging their vital role in the live music infrastructure.


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Michael Rapino, president and CEO of Live Nation Entertainment, emphasized the importance of this initiative, stating,

“We’re proud to keep ‘On The Road Again’ rolling strong. Supporting club artists strengthens the future of music.”

This sentiment echoes the current landscape where live performances are increasingly vital to artists’ livelihoods, especially as they face rising tour costs while striving to keep ticket prices accessible to fans.

“On The Road Again” is designed based on insights from Willie Nelson’s extensive touring experience, feedback from touring artists, their teams, and venue operators, focusing on easing the challenges of touring. The initiative is funded from the venues’ existing earnings, ensuring that there are no additional financial burdens placed on consumers.


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