What's Happening?
Live Nation has introduced a new initiative called 'Next On' aimed at supporting emerging artists in Australia and New Zealand. This program provides artists with rent-free access to major venues, along
with production and marketing support. Additionally, artists will retain 100% of ticket and merchandise revenue. The initiative is designed to help artists at a critical growth stage by removing financial barriers that often hinder touring opportunities. The inaugural round of showcases will feature performances from artists such as Peach Fuzz, Robbie Mortimer, and MOHI, with more artists and dates to be announced. Michelle Lucia, senior vice president of product and innovation at Live Nation APAC, emphasized the program's role in creating opportunities at pivotal moments in an artist's career.
Why It's Important?
The 'Next On' program is significant as it addresses the financial challenges faced by emerging artists, allowing them to focus on their craft and career development. By providing rent-free venues and allowing artists to keep all ticket and merchandise revenue, Live Nation is enabling artists to reinvest in their careers. This initiative could lead to a more vibrant and diverse music scene in Australia and New Zealand, as it supports artists from various genres and backgrounds. The program's success could also inspire similar initiatives in other regions, potentially transforming the way emerging artists are supported globally.
What's Next?
As the 'Next On' program rolls out, Live Nation plans to expand its reach across Australia and New Zealand, opening more venues to developing artists. Applications for the program remain open via Live Nation's regional websites, suggesting that more artists will have the opportunity to participate. The success of the initial showcases could lead to increased interest and participation from both artists and audiences, potentially influencing the broader music industry to adopt similar support models for emerging talent.
