Live Nation finds that superfans will pay any price

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The Future. After recording its most successful year ever, Live Nation thinks that superfans who are willing to spare no expense to see the concert of their dreams is its next growth engine. Ironically, that could influence Live Nation to push bigger acts onto smaller stages for premium shows. The audience may be smaller, but the margins could be massive.

Stan package
Live Nation is rolling out the red carpet… and the cash register… for superfans.

  • The company said that it’d target superfans hard this year with more dynamically priced seats, VIP clubs, Rock Boxes, and bars.
  • It’ll also schedule more tours at company-owned-and-operated amphitheaters and arenas — which, while smaller than stadiums, generate higher per-person spending.
  • CEO Michael Rapino believes that the slated $150 million investment in smaller venues could raise premium-offering revenue from 9% to 35%.

But it’s not just Live Nation that’s set to enjoy the stan spoils — Spotify CEO Daniel Ek announced last month that “superfan clubs” might be on the way.

No one wants to leave money on the stage.

David Vendrell

Born and raised a stone’s-throw away from the Everglades, David left the Florida swamp for the California desert. Over-caffeinated, he stares at his computer too long either writing the TFP newsletter or screenplays. He is repped by Anonymous Content.


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