Live Nation, the global live entertainment company, has announced the launch of its new program, On The Road Again, created in collaboration with legendary musician Willie Nelson. The program is designed to support developing artists and the essential teams that work behind the scenes in the live music industry. Developing artists who perform in clubs are a cornerstone of live music, with small venues hosting approximately 70% of all shows in the United States. However, these hardworking artists face challenges as tour costs continue to rise. Live Nation aims to assist these artists and their dedicated crews as they navigate the demanding touring world. Willie Nelson, known for his iconic song “On The Road Again,” generously contributed the track as the program’s anthem. Nelson said about the initiative, “Touring is important to artists, so whatever we can do to help other artists, I think we should do it. This program will impact thousands of artists this year and help make touring a little bit easier.” The On The Road Again program is expected to provide tens of millions of dollars in additional earnings to club artists and crew members by the end of the year.
As part of its commitment to supporting artists and the live music industry, Live Nation-owned clubs have announced a comprehensive package of initiatives. Headlining and support acts at these venues will now receive an additional $1,500 in gas and travel cash per show in addition to their regular compensation. Furthermore, participating clubs have waived merchandise selling fees, enabling artists to retain 100% of the profits generated from their merchandise sales. Beyond the spotlight, the program supports local promoters, tour representatives, and venue crew members who have dedicated over 500 hours in 2023, recognizing their invaluable contributions with financial bonuses. In a broader industry commitment, Live Nation’s On The Road Again program is set to make a substantial impact by donating $5 million to Crew Nation, a charitable initiative dedicated to aiding crew members facing unforeseen hardships in the live music industry. This multifaceted approach reaffirms Live Nation’s dedication to bolstering the live music ecosystem from all angles, ensuring that artists and behind-the-scenes crew receive the support they need.
Michael Rapino, President and CEO of Live Nation Entertainment, expressed the company’s commitment to supporting artists at all stages of their touring careers, emphasizing the importance of helping developing artists in clubs to continue doing what they love—performing for their fans. On The Road Again is a collaborative effort, drawing on insights from Willie Nelson’s extensive touring experience and feedback from touring artists, their teams, and venue operators. Notably, the program’s benefits will come from the venue’s earnings, with no additional costs passed on to consumers. As Live Nation continues to contribute to the growth of the live music industry, the On The Road Again program stands as a testament to the company’s dedication to fostering talent and supporting the individuals and teams that make live music possible.
For more details about the program and a list of participating venues, visit the program’s website.
Excited to launch the #OnTheRoadAgain program today with @WillieNelson to support artists out on the road playing music for their fans. More info here https://t.co/uiFBmI9Bkm pic.twitter.com/012BbW0vUt
— Live Nation (@LiveNation) September 26, 2023
