At last month’s Live Nation fourth quarter 2023 earnings conference, executives alluded to extending the company’s On The Road Again program. Now, the world’s leading concert promoter has returned to officially announce that the grassroots music support initiative “will continue rolling through 2024.”
Launched last fall with the legendary Willie Nelson, On The Road Again supports developing artists and their teams with several initiatives. These include paying $1,500 in gas and travel cash per show to both headliners and support acts and eliminating merchandise fees at designated On The Road Again clubs—meaning artists keep 100 percent of merch profits.
The program has also distributed financial bonuses to exemplary club staff and raised the minimum wage at all On The Road clubs to $20, recognizing those who support developing artists behind the scenes.
“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,” Willie Nelson said in a press release.
As a result of Live Nation’s On The Road Again initiatives, these more than 4,000 artists and their crews have received tens of millions of dollars in extra earnings. With no set end date for the program, even more grassroots artists and industry workers will reap its benefits.
“We’re proud to keep On The Road Again rolling strong. Supporting club artists strengthens the future of music,” Live Nation President and CEO Michael Rapino said in a press release.
All financial benefits afforded by On The Road Again are sourced from the venue’s existing earnings, with no price increases to concertgoers.
According to Live Nation, tour shows are more important than ever for artists, comprising most of their income. Though live music is booming, the company says that “hardworking club artists are most impacted as tour costs rise and fluctuate.”
Learn more about On The Road Again here.
Featured image from Unsplash.com.
