Drive-in Concerts Are the Latest Test for Concert Promoters. Will They Last?
“It was definitely strange to adjust to performing to an audience of vehicles. T
Weeks after Live Nation CEO Michael Rapino told investors on a quarterly earnings call that the company would experiment with drive-in shows this summer, Live Nation also sold out its first drive-in show in Denmark on Wednesday with 600 cars in attendance.
But Vargas doesn’t foresee allowing more than 300 cars in for a show; otherwise it’d just be listening to a concert on the radio, he says. The quality of the show is better as fans won’t get views obstructed by other cars, but the potential revenue per show is lower. Revenue could come from sponsorships and partnerships with different merchandisers and culinary partners, but it’s still a bigger challenge than monetizing a normal show.
“The goal wasn’t to match what we were doing; we’re supposed to be doing $300,000 a month in ticket sales,” Hayward says. “It’s to provide shows to help some artists and play some shows. It’s better than being closed. Our goal right now is to provide entertainment. If we can pay some bills, great. As an industry, these are uncertain times; we’re calling for creative things,” Rangers Executive Vice President for Sports and Entertainment Sean Decker tells. “These shows are about doing creative things to get folks outside and create and maintain jobs.”
Answers to the live industry’s financial woes or not, drive-ins have given artists and fans some of their first in-person tastes of a live show since March, a welcome addition for artists aching to get back on the road. Kasim Sulton, best known as the bass guitarist of the 1970s band Utopia featuring Todd Rundgren, will take a four-hour drive from New York to Derry, New Hampshire to play Tupelo’s second drive-in gig.
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