Indie Ambassador

As the 7^th Annual Billboard Touring Conference progressed through two full days of industry discussion, the distinguished array of panelists maintained a refreshing level of optimism towards the uncertain future of the business. That is, until the concluding panel began.  “A 20/20 View of the Concert Business” was the culmination of the  presentations, featuring industry giants like Paul McGuinness (Manager, U2), Troy Carter (Manager, Lady GaGa), Gerry Barad (COO, Live Nation Global Touring) and Dennis Arfa (President, Artist Group International) among others.  The optimism that was enjoyed over the previous two days was interrupted when the subject of big-box promoters prospering at the expense of regional independents was brought up. 

This struck a nasty chord with Jerry Mickelson, partner at Jam Productions, who made no reservation in expressing his frustration towards his dwindling market share while fellow panelists, like Barad, absorb his clientele.  While the conversation was directed in a professional direction by moderator Ray Waddell, there was no mistaking Mickelson’s hostility towards the issue. For the first time during the conference, the uncertainty of the touring industry was made apparent.  Prior to Mickelson’s woes, one got the sense that despite shifting revenue centers, things in the industry were all hunky dory; because for most of the panelists featured, it was.  Jordan Grazier (CEO, Eventful), Panos Panay (Founder, SonicBids), Liana Farnham (VP, MSG), Lynsie Camuso (President, ShowClix), Andrew Dreskin (Founder, Ticketfly)… all of these people are experiencing great progress having capitalized on the evolution of technology and are part of the new movement of industry leaders. 

While their market niches are on the rise, this transfer of market share is clear evidence that the industry as a whole is struggling to find a new balance.  The touring business is reinventing itself, and while many of the traditional institutions- like Mickelson’s Jam Productions- could be on their way out, the industry is still fishing to find a sustainable model for the future.  In times like these, success can be swift and drastic.  On the other hand, it can also be quite fragile. Nonetheless, it was both encouraging and inspiring to see the innovative ways in which some of the featured entrepreneurs have carved out markets for themselves. 

For instance, throughout the “Ticketing: Managing the Keys to the Kingdom” panel, it was very obvious that secondhand ticketing websites like Stubhub, ShowClix, and Eventful are beginning to pose a serious threat to Ticketmaster and its new CEO, Nathan Hubbard, who also shared a seat on the panel.  These tech-savvy startups have defined their markets, pinpointed consumer needs, and are perfecting a medium of delivery that vastly out performs those of grandfathered industry establishments.  Best of all, most of these new services are drastically improving the state of the industry by catering directly to the needs of fans- a voice that has been autocratically ignored by the business for quite some time.

The Billboard Touring Conference provided an acute look into the current state of the concert business as well as some insight on its potential future.  The wide range of panel discussion seemed to cover every notable point of interest.  From Artist Development and Ticketing to Social Media and Multi-Rights Deals, the presentations examined the intricacies of each topic thoroughly.  In addition, the more intimate round table discussions, catered social receptions, musical showcase, and 2010 award ceremony & dinner allowed for plenty of additional learning, networking, and musical discovery.  All said, the Touring Conference was an invaluable opportunity for musicians, students, and business people alike.