WINTER | FEATURE then the more damaging they will be to our events ,” she says . “ I can ’ t see many of these levelling out in 2024 . The industry is still united and pushing forward through organisations such as LIVE , AIF , and AFO , and we need to continue to be active and vocal to ensure we don ’ t lose any more shows .”
Gee agrees that a 5 % VAT rate on ticket sales is much needed : “ It feels like a sensible measure that will help push things back in the right direction . Nobody is asking for handouts , we just need Government to understand the importance of the live music industry , recognise its financial potential , and engage in some targeted support that will ultimately be cost neutral .”
At the AIF , which passed 100 members for the first time this year , its CEO John Rostron says the most visible impact of the cost-of-living crisis in 2023 was the move by many people to buy their festival tickets on payment plans : “ Previously payment plans were around 4 % of our overall sales . This year they have been closer to 20 %.”
Aside from financial concerns , the AIF is working across the live sector and with the Home Office to address fears around the implementation of anti-terrorism legislation Martyn ’ s Law . “ If left unchecked it could put unmanageable asks on festivals ,” he says .
Among the highlights of the year for Rostron was the launch of AIF ’ s inaugural First Festival Campaign , designed to enable eligible 18-yearolds to buy a ticket for their chosen festival for just £ 18 . He is also buoyed by the work of independent festivals in the face of the climate crisis : “ It is extraordinary , this year has been a landmark year for drilling into the detail on power usage as well as seeing the rise in battery technology . It ’ s a tipping point I think . Festivals
On The Mount at Wasing
Clare Goodchild
are incredibly low-carbon holidays ; they adapt and rebuild sites each year that are more accessible than ever .”
Among the highlights of 2023 for Ollie Rosenblatt , CEO of Sony
Music-backed promoter Senbla , was launching On The Mount at Wasing ; a 6,000-capacity concert series that saw headliners Gabriels , Jack Johnson , Primal Scream , Ben Howard and Sigur Ros perform in a tree-lined amphitheatre .
He says that people need more convincing than ever to spend their money , and that while ticket prices for the big shows are escalating there is considerable price sensitivity
Ollie Rosenblatt
elsewhere in the market and it ’ s vitally important to be aware of the ceiling for certain events .
The promoter expects the cost-ofliving challenges to continue next year ,
“ We ’ ve noticed an increased demand for elevated fan experiences .”
and says he is also concerned about the volume of content , and the volatile global backdrop having cost implications on productions : “ A reduced VAT rate would be a welcome addition to offset various cost increases . A greater involvement by organisations that can influence putting on the breaks of other organisations adding to our show cost basis is something I think needs greater focus , otherwise promoters continue to get squeezed from all sides .”
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