By Jim McCarthy Dec 9, 2008 3 comments

Panos Nails It-The Future is a Niche Market

I don’t think I could be any more completely in agreement with this post by Panos Panay about the flawed grandeur of the Live Nation 360 degree deals.  Here’s a snippet:

“My problem however, is that these much ballyhooed 360 deals make no sense as Live Nation is structuring them. They look to the past, not to the future. The future of the music business is about a middle class of artists who dominate niches, not the masses. And Madonna, U2, Nickelback and Jay Z are not them.”

As I have said (and one of the core principles of Live 2.0), the future is a niche market.  That is to say, it used to be impossible to be moderately successful in the live entertainment business.  You could be a star, with the distribution muscle to support you, or you could be an amateur with no expectation of money or acclaim, but there wasn’t much in between.  You either had the big boys on your side or you didn’t.”

The future though is all about people in that middle ground.  Lots of performers and producers will create nice livings for themselves (although they may never become ‘drive your rolls royce into a Hollywood swimming pool’ rich) satisfying a niche market for what they do.

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