Live Nation And AEG Unite Around Vaccines, Moving Industry Forward

“It’s our responsibility to be proactive in our efforts to protect artists, event staff and fans,” said Jay Marciano, chairman and CEO of AEG Presents and COO of AEG, in a statement to Pollstar. 

“The loss of concerts was one of the major cultural headlines of the pandemic; we need to draft off of that and use the collective voice of the business to remind people that they have a responsibility, and if they don’t make the right choice this could all go away again.” 

To avoid that outcome, in early August, AEG and Live Nation issued separate safety directives emphasizing vaccinations for fans, crew and staff as part of a concerted effort to keep this industry moving forward. For Live Nation, starting on Oct. 4, vaccines and negative COVID tests will be required for entry into all its fully owned and operated U.S. venues and festivals; on Oct. 1 AEG will permit only vaccinated fans to enter its owned and operated clubs, theatres and festivals. 

“Vaccines are going to be your ticket back to shows,” said Michael Rapino, President and CEO, Live Nation Entertainment in a statement. “As of Oct. 4, we will be following the model we developed for Lollapalooza and requiring this for artists, fans and employees at Live Nation venues and festivals everywhere possible in the U.S.”

“Not A Disaster,” screamed one headline following Lollapalooza, which ran July 29-Aug 1. Promoted by C3 Presents (owned by Live Nation), the festival defied all dire predictions and instead became something of a proof of concept for vaccinations and testing given the fest’s low transmission rates. The event drew 100,000 per day (some 400,000 over the course of four days), 90% of whom were vaccinated, with reportedly only 203 cases of COVID linked to it. 

“With Lolla, we proved vax and testing could be done at scale,” Live Nation’s Bob Roux said, “and then it quickly became the norm. Once everyone saw this could be a success for 400,000 people at Lolla, they were confident it can be a success anywhere. Of course there is extra work for everyone involved to implement these protocols, but our industry thrives at rising to the challenge. I think we all agree vaccines are the number one thing we can support to keep our industry heading in the right direction. And Lolla also showed us how motivating events can be – as we saw, 12% of young Lollapalooza fans said the festival was actually their incentive to get vaccinated, which is a big win for both concerts and their local communities.” 

For Louis Messina, founder of Messina Touring Group, whose A-list clients include Taylor Swift, Ed Sheeran, Kenny Chesney, Eric Church, George Strait, Blake Shelton and Shawn Mendes, it is of paramount importance the industry sets these standards so artists don’t have to. 

“Being an artist, you walk on really sensitive ground,” Messina said. “It’s hard to have any kind of stance without getting blowback for something. If it’s a political stance, or in this case political and medical stance, it’s hard for the artist to come out and not get grief. As an industry we need to be at the forefront on this.”  

To that end, Messina said he contacted colleagues at AEG and Live Nation to discuss the importance of taking the lead on health and safety protocols while transcending political division, which industry leaders say is not the impetus behind these measures.  

“This is not about politics,” said Tim Leiweke, CEO of Pollstar parent company Oak View Group, which instituted vaccinations for its staff and buildings in early August. “The only way we get back to some semblance of normalcy is if we all ultimately commit to what’s in the best interest of society, and that’s where we come in. That’s how we got to where we got to and that’s why we took the stand we did, and that’s why we thank and applaud the artists, Live Nation and AEG.”

According to Roux, there’s been little to no pushback since the announcement of these measures. “Vaccine and testing protocols are now the industry standard,” he said. “We’ve received more positivity and had a more seamless transition than we ever imagined. We already have a few solid weeks of shows across the U.S. using this model, along with many festivals domestically and from our colleagues in the U.K. Show after show, the vast majority of fans show up fully vaccinated, and we’re seeing that everyone is happy to do their part so that they can experience live music again, from artists to fans and of course the whole industry.” 

While the industry’s hope is these health-and-safety-first measures bolster confidence and the industry’s return, Messina sees an increase in fans buying tickets but not coming to shows. “There’s tons of no-shows,” he said. “People bought tickets who had opportunities for refunds but at the very end, they’re just not going to shows. We’ve had 15% no-show and normally it’s like 4%. Some bands are using it as an excuse not to tour because they’re not selling, but it’s hard to sell tickets unless you’re really on fire. Lollapalooza couldn’t keep people away, and ACL (Austin City Limits) is going to be the same way, but there are arena shows with a lot of no-shows.” 

What should help boost confidence and vaccination rates was news Aug. 23 that the Food and Drug Administration fully approved the Pfizer vaccine. The legitimacy the FDA decision conferred on the vaccine, which was approved under emergency guidelines in December, has resulted in a slew of new vaccine mandates across the country. The day the FDA approved, the Pentagon announced it would require all active-duty service members – more than 1 million strong – to get vaccinated. This was followed by high-profile companies, including Walt Disney World, Goldman Sachs, CVS and Chevron, mandating vaccinations for some or all of their employees as did major universities including Ohio State, University of Minnesota and LSU, among others. 

“That is going to help get all those people saying, ‘Oh, why hasn’t the FDA approved this yet? They’re putting poison in my body’ get vaccinated,” Messina said. “It’s really important.”

Still, some venues may be unable to get their staffs vaccinated and the new protocols in place on short notice. On Aug. 11, Houston’s Cynthia Woods Mitchell Pavilion announced it would be unable to host a show with Jason Isbell & the 400 Unit and Lucinda Williams  for that reason. “We are all on the same page here and we agree with what Jason Isbell would like to implement, but there is a timing issue,” wrote Jerry MacDonald, president & CEO of Cynthia Woods. “To implement a major change in policy such as what is requested will take more time than we have.” 

Which begs the question: what will promoters do in buildings they don’t own or operate, especially in states not allowing vaccine mandates? When asked, Roux is confident the live industry can institute these policies in most places. 

“We are working to get as many shows on the vax/testing model as possible,” he said. “And we have great partners that are helping make it happen everywhere else. … Phones are ringing every day as different partners and venues call us to ask questions and compare tactics. Everyone benefits from returning successfully and we continue to see incredible collaboration across the board.” 

Roux also pointed to the increasing support of artists and managers requiring vaccination and testing for their tours in helping to break down barriers. This includes a number of high-profile acts, such as Eagles, Dead & Company, Maroon 5, Foo Fighters, The Killers, Phish, James Taylor and Jackson Browne, Jason Isbell, The Jonas Brothers and most recently Harry Styles. 

There are, however, still artist holdouts against vaccine mandates claiming they impinge upon personal freedom, including country rock band Steel Woods which canceled its November date in St. Louis due to mandates and Grammy-winning country singer Travis Tritt. 

“In light of recently announced policies and mandates from some entertainment companies, promoters, and local municipalities which would discriminate against specific concert attendees who are not vaccinated, I feel compelled to make a statement,” Tritt wrote last week without specifying about vaccines or individual promoters. 

“I have always been a huge defender of basic human rights and liberty for all. No government, employer, or private entity should ever be allowed to infringe on those rights and liberties.” 

For most Americans and businesses, vaccine mandates are not a form of tyranny, but one of public health, science, empirical data and the ability to conduct business safely. 

Meanwhile, major festivals like Austin City Limits, Bonnaroo, and Milwaukee’s Summerfest are requiring proof of vaccine or a negative test for entry, while AEG’s Coachella, New Orleans Jazz Fest and Day N Vegas festivals will have vaccine-only policies.

For an industry hit disproportionately hard during the pandemic, it’s only fitting that live, which has a storied history of helping move culture and society in positive directions, is leading the charge back. 

“People follow the live industry,” Leiweke says.  “I think what we’re doing on sustainability, what we’re doing on diversity, we have to do the same on health, which is get society back open together, not as individuals. If we have any hope of getting back to a sense of normalcy, it’ll be because we all pull together.”

AEG’s Marciano concurs. “At its best, the music industry is an agent for social change,” he stated, “and I see our efforts right now as part of that tradition.”