Desert Trip and now The Classic look like the start of a new trend in the concert business: The mega rock festival targeting an older fan base with money to spend.
Last year’s Desert Trip was a dream come true for every classic rock fan, who had the time and money to get to Southern California’s Coachella Valley. I recall reading accounts on Facebook from people who were there and absolutely blown away – if time and money wouldn’t have been an issue, I would have been there as well, no question! With ticket sales totaling $160 million, the festival was also quite lucrative. So it’s perhaps not surprising that it was not the last of its kind.
Over two weekends in October 2016, which amounted to six days altogether, Desert Trip had a spectacular line-up: The Rolling Stones, Bob Dylan, Paul McCartney, Neil Young, Roger Waters and The Who. And so will The Classic West in Los Angeles and The Classic East in New York City. Each of the two-day weekend concerts this July will feature Fleetwood Mac, the Eagles, Steely Dan, The Doobie Brothers, Journey and Earth, Wind and Fire.
Music festivals in and of itself obviously have been around for a long time. What seems to be different about this new breed of rock spectacle is that it exclusively features big-name music artists who have come of age. Many of them no longer record new music, or if they do, release new material at a much slower pace. Recently, I saw Stevie Nicks quoted in what I believe was a Rolling Stone story, who said the reward from recording a new album in this day and age is simply no longer worth the effort to spend endless hours in the studio. It’s a pretty sad statement, but there is evidence to back it up.
Last July, Billboard reported U.S. album sales during the first half of 2016 were the worst since 1991, falling by more than 13% year-over-year. Over the same period, music streaming was up close to 60%. But that’s not much of consolation for most artists who hardly make any money from streaming. By comparison, concerts are much more lucrative, especially when you appeal to an older audience that generally has more money to spend than young people. Classic rock is one of the music genres that is popular among more mature audiences.
In a New York Times story about the upcoming The Classic music events, Irving Azoff, who represents all of the six performing acts in full or in part, put it as follows: “Classic-rock radio listeners have been underserved by current festival lineups.” The big event that comes to my mind in this context is the iHeart Radio Festival, for which Azoff’s observation is certainly true.
Tickets for The Classic are only available for both days, with regular admissions ranging between $150 and $950 plus fees. According to the Los Angeles Times, there are also various VIP packages, with the most expensive one topping out at a whopping $2,750. Live Nation, the promoter for The Classic, clearly must be convinced that the feeling of having been underserved will open some wallets big time!
I have mixed feelings about the commercial aspects of the shows. Every artist deserves to earn a reasonable living, and it’s certainly true that with all the changes in the music business that has become a lot harder. On the other hand, I have to believe the artists performing at Desert Trip and The Classic already made their money when records were still selling well and are not exactly living in poverty.
Another way to look at this new breed of rock festival is to consider how much it would cost to see the artists in separate shows. Through that lens, a ticket price of $150, $300 and even $600 doesn’t look that outrageous. It translates to $25, $50 and $100 per act based on six artists. Most people would consider a price of $50 to see the Eagles as a bargain. In fact, when I saw them in Atlantic City in 2015, I had to dole out a lot more cash – though I have to add it was one of the most amazing shows I have seen and as such worth every cent! And that sentiment brings me to the next point.
A big part of going to see your rock & roll heroes in concert is emotional. From a strictly rational perspective it’s hard to justify spending hundreds of dollars. But there is just nothing like being in a stadium seeing Paul McCartney or Bruce Springsteen, and screaming from the top of your lungs together with thousands of other fans. It’s rock & roll!
And as long as great rock music exists, people will keep spending a lot of money on concerts. I also have no doubt that the new breed of rock festival will continue. In fact, I just saw this story about Desert Trip 2017. The second installment will be bigger than its debut and feature 21 artists. The headliners are REO Speedwagon, .38 Special, Kansas, Blue Öyster Cult, Styx and Supertramp. Some of the other artists include James Taylor, Foreigner and Chicago.
Here is the official video teaser for The Classic. I’m very tempted. I’ve been to great shows with all performers, except for Steely Dan, which I would love to see.
Sources: Wikipedia, Rolling Stone, Billboard, The New York Times, Los Angeles Times, LA Weekly, YouTube