The More Digital Our Lives, the More We Value Live (Guest Column)
Categoria: Musica
WME head of global music Kirk Sommer discusses the global expansion and enthusiasm surrounding live music as AI and technology continues to advance.
Por Billboard | 09/11/2026
As digital becomes infinite, real-world human experiences become premium. The last revolution in entertainment brought digital content to the world. The next will bring the world together in person. The opportunity in live entertainment has never been bigger. Related Touring Power Players: Billboard’s 2026 List Revealed Michael Sanft, Attorney Who Represented Keffe D in 2Pac Murder Trial, Dies at 54 Kenny MacPherson, Veteran Music Publisher and Big Deal Music Co-Founder, Dies at 71 More fans are attending live events than ever before, and they are spending more when they get there. New markets are emerging, investment in venues and infrastructure is accelerating and technology is connecting artists with audiences in ways that would have been unimaginable a decade ago. Humans have a biological drive to maintain authentic social contact. When those interactions or experiences become insufficient, the more one typically craves them in real life. The more time we spend in our digital environments, the more we value experiences that bring us together in the real world. Whether it’s music, sports, theater, dining, padel or immersive entertainment, consumers are demonstrating an extraordinary appetite for shared, in-person experiences. That appetite or “social rewilding” is continuing to create the most compelling growth opportunities in the live economy we have ever seen. Technology has made content available everywhere, instantly. But the more pervasive social media is and the easier it becomes to access content, the more valuable it becomes to experience something live. You can stream a song a billion times. Nothing replaces the feeling of 100, 1,000, 10,000 or 100,000 sharing in that moment together. Live Nation said it welcomed 159 million fans in 2025, with international attendance surpassing the U.S. for the first time. Goldman Sachs projects the global music industry will approach $200 billion by 2035. And according to PwC, non-digital experiences, including live music, events and cinema, accounted for 61% of consumer spending on global entertainment and media in 2024, a share expected to remain resilient through 2029. Last year alone, WME booked more than 45,000 shows around the world. The live industry has also proven to be resilient. Goldman Sachs found that live music grew an average of 7.3% during recession years since 1990, outperforming other entertainment categories. Concerts aren’t recession-proof, but history suggests fans are reluctant to give up experiences that matter to them, even in the face of economic uncertainty. Language and geography are no longer barriers to stardom. Bad Bunny has sold millions of tickets worldwide performing in Spanish. Shakira ’s latest tour surpassed several million tickets. BTS and other K-pop artists have sold out stadiums across continents performing primarily in Korean. At the same time, Coldplay ’s record demand in India and